At Target’s East Hampton location, a curious pattern emerged this summer. Mothers shopping alongside teenage daughters would reach for the same orange and green bottles. Not because teens were raiding mom’s skincare. Because both generations discovered Byoma, the barrier-focused skincare brand projecting $300 to $500 million in retail sales within the next three years. Founded in Glasgow, Scotland in 2022, Byoma has become Target’s biggest skincare launch that year and one of the fastest-growing skincare brands on TikTok. Now it’s rewriting the rules about generational skincare sharing.

The brand’s proposition is elegantly simple. During the pandemic, Future Beauty Labs founder Marc Elrick noticed a disturbing trend. Easy access to medical-grade skincare combined with inadequate education was severely damaging skin barriers globally, particularly for Gen Z consumers. Aggressive exfoliation, misused acids, and inappropriate active layering left young skin compromised. Byoma launched to restore, repair, and rebuild, becoming the building blocks to better skin.

The Science of Barrier Repair

Byoma’s proprietary Tri-Ceramide Complex combines ceramides, cholesterol, and fatty acids at an optimal 3-1-1 ratio. This formula mimics the skin’s natural barrier composition, delivering molecular-level dermal repair with breakthrough efficacy. The cutting-edge Korean microbiome chemistry allows the brand to approach skincare markedly different from competitors focused solely on active ingredients.

Every product incorporates this barrier-health complex. The Moisturizing Gel Cream achieved TikTok virality with 1.7 million views and became the brand’s bestseller. The cleanser, three serums, and hydrating trio kit all reinforce barrier function rather than stripping or aggressing skin. Gentle enough for sensitive skin yet powerful enough to deliver visible results, the formulations work across ages, skin tones, and skin types.

The approach represents a philosophical shift in skincare. Where other brands race to incorporate trending actives at maximum concentrations, Byoma prioritizes compatibility. Healthy barriers allow other products to work more effectively while protecting against environmental damage. The brand positions itself as foundational rather than supplementary, the starting point for any effective routine.

The TikTok Phenomenon

Byoma’s first global campaign, “Your Skin Barrier Needs You,” launched in June 2025, marking the brand’s transition from organic TikTok virality to strategic marketing. Developed with London agency Small World, the campaign breaks the fourth wall with comedic levity, appealing to Gen Z’s appreciation for self-aware, non-preachy brand communication.

Before the formal campaign, Byoma accumulated over 100 million impressions at launch through organic social sharing. Users documented barrier repair journeys, showing before-and-after transformations from compromised to healthy skin. The visual proof resonated more effectively than any advertising could. Real people solving real problems with affordable products created authentic advocacy.

The brand maintains 200,000 social media followers who actively engage with content and provide feedback. This connected community shapes product development. New launches respond directly to customer requests and identified needs. The two-way relationship distinguishes Byoma from brands that broadcast messaging without listening.

The Retail Expansion Story

Target welcomed Byoma in 2022, and the brand quickly proved its potential. First-year retail sales hit $9 million with projections of $15 million by year end. The repurchase rate exceeded competitive skincare brands by 28.3 percent, demonstrating product efficacy that drives loyalty. Target shoppers discovered products that actually worked at prices that didn’t require justification.

Ulta Beauty followed in October 2022, launching online before rolling into 715 doors nationally. The specialty beauty retailer won with Gen Z consumers according to Piper Sandler surveys, capturing 48 percent mindshare. Byoma’s presence in Ulta reinforced prestige positioning while maintaining mass accessibility through Target distribution.

European expansion accelerated the growth trajectory. Boots and Selfridges in the United Kingdom, Sephora Europe, and Cult Beauty brought Byoma to international consumers seeking affordable barrier care. The brand’s global footprint demonstrates that barrier health resonates across cultures and markets. Compromised skin is a universal modern problem requiring universal solutions.

Pricing That Democratizes

Byoma products range from $12.99 to $24.99, positioning the brand squarely in the affordable skincare tier. This accessibility drives the democratization mission. Effective barrier care shouldn’t require luxury budgets. Young consumers building their first routines and budget-conscious adults alike can access dermatologist-approved formulations without financial strain.

The pricing strategy enables complete routine building. A full Byoma regimen costs less than many single prestige products. Starter kits reduce entry barriers further, offering curated product combinations at discounted bundle pricing. The accessibility removes excuses for using ineffective products when effective alternatives exist at reasonable prices.

Packaging reinforces affordability with Gen Z-friendly vibrancy rather than expensive minimalism. The distinctive orange, green, and pink bottles communicate fun and approachability. Total transparency on packaging decodes the INCI list, breaking down every ingredient and its purpose. This education-forward approach empowers consumers to make informed choices while demystifying skincare science.

The Mother-Daughter Dynamic

Elrick stressed that despite resonating with younger consumers, Byoma appeals across demographics. Data from retailers confirms broad appeal with particularly strong performance among Gen X. The brand over-indexes with mothers shopping alongside daughters, creating shared skincare rituals previously impossible when generations required completely different product approaches.

This cross-generational appeal stems from barrier health’s universal relevance. Every person has a skin barrier. Every person can benefit from barrier care whether their barrier is compromised or not. The brand vision of building the next CeraVe acknowledges that foundational skincare transcends demographic boundaries. CeraVe proved dermatologist-developed basics could achieve mass scale. Byoma aims to replicate that success with a more engaging brand identity.

For Hamptons families, shared skincare creates bonding opportunities. Mothers can participate in daughters’ routines without worrying about inappropriate product introduction. Daughters can use products from mom’s cabinet without stealing expensive serums. The bathroom becomes neutral territory where generations connect through self-care.

The Future Beauty Labs Connection

Byoma operates under Future Beauty Labs, the parent company behind self-tanning brands Tan-Luxe, Tanologist, and Isle of Paradise. This infrastructure provided launch support, manufacturing relationships, and retail expertise that accelerated Byoma’s market entry. The company’s consumer-led approach applied across all brands, using insights to identify unmet needs.

Elrick’s vision positions Byoma for substantial growth. The projected $300 to $500 million in retail sales within three years would validate the barrier-first category Byoma created. Achieving CeraVe’s scale requires consistent execution, continued product development, and maintained accessibility as the brand expands. The roadmap exists. Execution remains the challenge.

Product innovation continues based on community feedback. The brand creates and curates content that engages, educates, entertains, and inspires. New launches in 2023 and beyond respond to customer requests while expanding the barrier-care concept into new applications. This consumer-responsive approach ensures relevance as skincare trends evolve.

The Hamptons Skincare Equation

Summer in the Hamptons stresses skin. Sun exposure, salt water, chlorine, and air conditioning create barrier challenges that premium products alone cannot solve. Byoma’s barrier-first approach addresses root causes rather than symptoms. Healthy barriers better resist environmental assault while allowing treatment products to penetrate effectively.

The affordable pricing suits vacation budgets already stretched by seasonal rentals and social calendars. Replenishing skincare shouldn’t require sacrifice elsewhere. Byoma enables routine maintenance without financial impact, making consistent usage realistic rather than aspirational. Products that actually get used daily outperform expensive bottles gathering bathroom dust.

For teenagers joining families in the Hamptons, Byoma provides appropriate routine building. The products work. The prices allow independence in purchasing. The brand communicates in their language without condescension. Parents can feel confident about bathroom products rather than worried about what aggressive actives might be doing to developing skin.

Shop Byoma at byoma.com, Target, Ulta Beauty, and select Hamptons retailers. Starter kits offer ideal entry points for those new to barrier-focused skincare.

Discover more skincare coverage at Social Life Magazine. Contact our team for brand features and editorial partnerships.

Related Articles: