Byoma is increasing its C-suite. The UK skincare model, identified for its viral, candy-coloured merchandise, has appointed former Galderma international model president Tara Loftis as its first international president and chief model officer, The Business of Beauty can completely reveal.
An trade veteran, Loftis beforehand held senior roles at Too Faced and LVMH’s incubator Kendo, the place she labored on Fenty Beauty and Marc Jacobs Beauty. Since Jan. 2024, she has overseen Galderma’s dermatological skincare division and its portfolio of manufacturers, together with Cetaphil, Differin, Alastin and Benzac. Under Loftis’ stewardship a number of Galderma campaigns made headlines, most notably Cetaphil’s 2025 “We’re all a Lil Sensitive” Super Bowl marketing campaign which featured the rapper Lil’ Wayne.
Byoma “is going to be one of the legendary mainstays of dermatological skincare long term,” Loftis informed BoF. She added that her positioning can be about constructing a “long term winner in the dermatological skincare space.” Loftis will oversee the manufacturers advertising and marketing, which she hopes to raise with campaigns to amplify consciousness of the model’s scientific effectivity, with a selected concentrate on Gen-Z and Gen Alpha shoppers.
“Tara is a world class brand builder,” added Marc Elrick, Byoma founder and chief government. “Everything she works on turns to gold because she understands how to protect the brand, and how to connect with the consumer.”
Founded in 2022, Byoma’s inexpensive, quick-to-trend choices — like its hydrating milky toner and balancing face mist — have catapulted the model to best-seller standing. Per Elrick, the model surpassed $300 million in retail gross sales in 2025, turning into a high 5 skincare model at Target, the quantity two pores and skin premium skincare model at Boots and the quickest rising skincare model in Ulta Beauty. Bansk Group, the dad or mum firm of hair-care line Amika, acquired a majority stake in Byoma in Sept. 2025; monetary particulars weren’t disclosed.
The new rent and latest funding will allow the model to spend money on its long-term analysis and improvement initiatives. Strengthening Byoma’s innovation capabilities is an absolute precedence, each Loftis and Elrick agreed.
The duo additionally wish to elevate consciousness of that science. “We’ve built something that is deeply rooted in clinical efficacy, but so far quietly.” mentioned Elrick. Loftis factors out that the model has carried out over 109 scientific research in its 4 years in the marketplace.
Increased advertising and marketing round Byoma’s scientific efficacy will start as early as Feb. because the model releases the primary of its three new improvements slated for 2026. Shoppers can even count on to see extra Byoma activations, just like the “Wonderlab” pop-up it staged in East London, Paris and New York over a weekend in Dec. 2025.
All of those factors feed Loftis’ larger technique, she mentioned. “At a very macro level that is, unashamedly, to make Byoma a household name globally.”
Learn extra:
Byoma Acquired by Bansk Group
The viral skincare model, well-liked with Gen-Z for its inexpensive formulation and trending components, is the most recent to hitch Bansk’s rising magnificence portfolio which additionally contains hair-care line Amika.