BYBI Beauty by Beauty Insiders

Hello! Here's a new and exciting brand called "BYBI" created by Elsie Rutterford and Dominika Minarovic from the UK's largest natural beauty platform, Clean Beauty Co.


"BYBI" stands for "By Beauty Insiders". Cryptic? Read on and it will all become crystal clear.


在这篇文章中,我讨论了我对一个新的护肤品牌“BYBI Beauty”的看法。 它现在在澳大利亚的 Sephora上市。 这个品牌的护肤品由100%天然产品制成。 它是由两位非常受欢迎的博主“Clean Beauty Insiders”创建的。它们的护肤品100%纯素和无残忍。

我对他们给我尝试的一些护肤品的想法也在这篇文章中。您可以在这里使用“翻译应用程序”以中文阅读本文的其余部分。


I had the opportunity to learn more about BYBI and its founders at a recent press event. They had an amazing stall at the February 2019 Sephora Press Day but I never got that there in time!! So, you can imagine just how happy I was to be able to get to meet the famous duo: Elsie Rutterford and Dominika Minarovic and get to know a little bit more about them and BYBI.


In Australia, BYBI is sold exclusively by Sephora. Go to https://www.sephora.com.au to shop online or find your nearest store.


You can also learn more about BYBI Beauty's full range of products at https://bybi.com/, as well as search for stockists if you are not in Australia.


*All of the photos with my watermark were photographed and retouched by me.

Disclaimer: all opinions in the article are mine.

IGTV INTERVIEW


I filmed a short IGTV interview with Elsie and Dominika (yes, we are on first name basis now - no I am kidding. They are way out of my league. However, for the sake of brevity, I will refer to them by their first names with no disrespect intended). You can watch the video by clicking on the photo below. It is in two parts.

Part 1: https://www.instagram.com/tv/Bur9Wzvg-DN/

Part 2: https://www.instagram.com/tv/Bur-NY-gCvP/


In the brief time that I had with them, I got the impression that not only are they are highly intelligent and they are very modest (I think I mentioned that to them that being so modest was a very English thing to do and they gamely agreed). They definitely came across as being very sweet and genuine. To state the obvious, they are very pretty too. I'm really excited to see what other achievements they will attain in life. No doubt, each step will lead them to greater success. I hope to do a collaboration with them with Nuren Corp (a startup that my Uni mates and I have started).


In the video interview, I asked the ladies the following questions:

  1. I understand that both of you started as beauty bloggers. How has that influenced the aesthetics of your brand?

  2. BIBY's 1% BAKUCHIOL + OLIVE SQUALANE will be available in Australia in April. It sounds amazing (I looked at your website and it was the first thing that caught my eye)! How did you come to choosing Bakuchiol which is often used in Chinese/Asian medicine as a general overall health tonic herb?

[As a side note, they were surprised to learn that Bakuchiol or known in Tradition Chinese Medicine as "补骨脂" (Buguchi); was used for medicinal purposes.]

  1. BYBI Beauty was only launched in February 2017 and now has a cult following. How has the road to success been for you?

  2. What are your thoughts on packaging? Will you ever move away from the conventional "product in box" format?

A BIT ABOUT THE FOUNDERS


One thing's for sure, co-founders Elsie and Dominika are bloody brilliant. They first started out as beauty bloggers (while working full time).



They began their journey with Clean Beauty Insiders, which was only started in 2015. Starting off as a way to learn more about what their skincare was made of, Clean Beauty soon became UK's No. 1 go to online resource for all things natural beauty.


These overnight sensations soon scored themselves a book deal and their book "Clean Beauty" published in January 2017 (published by Penguin Random House UK - seems to be sold out everywhere) was quickly followed up with the launch of their natural skincare brand "BYBI Beauty" in February 2017.


Their amazingly swift path to success could be attributable to the fact that they were there at the "right place and time" as the "Clean Beauty" Industry is such a hot market now (an emerging trend from around 2010 and earlier when we started wanting organic and non-GMO foods). The whole "Clean Beauty" trend continues to grow and I can't see it ever stopping.


Interestingly, I came across an article published in 2018 on fastcompany.com which noted that by age group, the biggest consumers of "clean beauty" were in the age group of 18 to 34 years old. To read that article click here. Apparently, this is the biggest age group of Sephora purchasers in Australia.


PRODUCTS I HAVE TRIED


I was given the following products to test:

All of their products are:


I've only had these products for less than a month so the following observations on their efficacy are my first impressions only.


Elsie and Dominika are very passionate about transparency around the ingredients they use in BYBI Beauty. So much so that BYBI Beauty's website has a function where you can ask their in-house chemist, Liberty, any questions. Click here to go to that page.


PACKAGING



The packaging is bright and simple-chic. The co-founders did allude to the "shelfie" phenomenon on social media, and these products clearly fit the bill. I would even go as far as describing them as "shelfie darlings". Coming from marketing backgrounds, you would expect nothing less than that from the co-founders.


Not only is their packaging eye-catching because of the bright colours used. They have also been made with the key priorities of using sustainable and eco-friendly materials. Further, they are manufactured in as sustainable a manner (as possible based on current technology) taking into account issues like minimising carbon footprint.


Key things to note about the packaging:

  • Bright colours;

  • Glass bottles for most of the products;

  • Tubes are made from sugar cane;

  • Labels are hot printed directly onto the bottles/tubes (no stickers = easier to recycle);

  • Boxes are made from 100% recyclable materials; and

  • Soy Ink for printing on boxes.

Amazingly, for all of the above, PLUS the use of natural ingredients, PLUS the cost of the certification for being 100% vegan and cruelty-free; BYBI Beauty is able to keep production costs low so that each product has a retail price of less than AUD50. I guess this shows how used I am to paying a lot more than that for products in the same category (and they aren't that pretty too).



Plastic tubes made from biodegradable sugar cane


I know... but my eyes always just go straight to packaging now. The co-founders pointed out that they intentionally designed the boxes so that they open with the top facing you, revealing the pretty designs. A very nice touch.


Bags made from recycled paper (I first saw such material in Japan in 2006).



Clear and larger font size for ingredients list

One of the most important things to the founders of BYBI Beauty was "transparency" around their ingredients. So, they chose to print their ingredients list on the boxes in clear and legible print.


I don't know about you, but I was impressed by the fairly short list of ingredients (some of the products I use require a magnifying glass to try to read the ingredients list).



FIRST IMPRESSIONS OF SOME OF BYBI BEAUTY'S PRODUCTS


One of the first things you will notice from reading each products ingredients' list is that the first item (which typically forms the bulk of the product) is not just plain "aqua/water". At most, it is something like rose water. I think I much rather buy a product that wasn't mainly made of plain water.

The Best Selling Mega Mist

Mega Mist - Hyaluronic Acid Facial Spray

The Mega Mist is one of their best sellers. It has hydrating Hyaluronic Acid face mist for all skin types. I’m a huge fan of skincare that comes in the “mist” format. I just find it more hygienic and faster to apply. I found this to be very hydrating. It contains hyaluronic Acid which is known for its hydrating and nourishing properties.


It has a natural green and floral botanical scent with a touch of something citrusy.

With continued use, BYBI Beauty says that you will get “soft, plumped; bouncy, dewy skin!”


Full Ingredients List:

Rosa Damascena (Rose) Flower Water, Citrus Aurantium Amara (Bitter Orange) Flower Water, Melissa Officinalis (Lemon Balm) Flower/Leaf/Stem Water, Glycerin, Aqua (Water), Propanediol, Sodium Levulinate, Heptyl Glucoside, Caprylyl/Capryl Glucoside, Sodium Anisate, Sodium Hyaluronate (Hyaluronic Acid), Aloe Barbadensis Leaf Juice Powder, Camellia Sinensis (Camellia) Leaf Extract, Laminaria Digitata (Algae) Extract, Punica Granatum (Pomegranate) Fruit Extract, Lactic Acid, Polyglyceryl-5 Oleate, Sodium Cocoyl Glutamate, Citric Acid, Glyceryl Caprylate, Heptanol



I was impressed by how fine the mist was. Love that nozzle! No "argh! in my eye!" issue

Swipe Clean - Facial Cleansing Oil and Makeup Remover

Swipe Clean Cleansing Oil


The Swipe Clean Oil cleanser is a cleanser and makeup remover. I’ve tried it both as a

cleanser and separately as a makeup remover. As a cleanser, my face felt silky smooth and

very hydrated afterward. As a makeup remover, it didn’t work so well to remove my

waterproof mascara. I also felt that I had to apply a fair bit of the oil to remove the rest of my

“longwear” makeup. On days when I wore light makeup and non-water proof mascara, it

worked brilliantly.


The Swipe Clean Oil Cleanser has a strong olive oil scent. Also I felt that the consistency

was a bit thicker than my other oil cleansers. Not that, that is a bad thing.


Ingredients:

Sesamum Indicum (Sesame) Seed Oil, Vitis vinifera (Grapeseed) Seed Oil, Simmondsia Chinensis (Jojoba) Seed Oil, Polyglyceryl-4 Oleate, Prunus Domestica (Plum Kernel) Seed Oil, Olea Europaea (Olive) Fruit Oil, Moringa Oleifera Seed Oil, Helianthus Annuus (Sunflower) Seed Oil, Carica Papaya Seed Oil, Polyglyceryl-2 Sesquioleate, Nigella Sativa Seed Extract, Tocopherol, Calendula officinalis (Calendula) Flower, Hibiscus Sabdariffa Flower Extract, Bisabolol, Daucus Carota Sativa (Carrot) Root Extract, Rosmarinus Officinalis (Rosemary) Leaf Extract



BYBI Beauty chose to use a "pour out" cap instead of the more common pump as it makes it harder to recycle if there is metal in it.

The texture of the oil is a bit thicker than the other cleansing oils I've tried.


The Supercharge Serum - 100% Natural Face Serum


This is a an oil-based serum. I noticed the “oily-texture” immediately. It is meant for normal to dry skin. You can use this both day and night. It makes for a moisturising base for your makeup if you choose to use this in the day. I have combination oily skin and when I used this at night, I did not wake up to an “oil slick” (awesome!). It is packed with 18 antioxidants. It absorbs fairly quickly into the skin and I would recommend pressing it in with the palms of your hands. The warmth of your hands will help it absorb faster. It smells strongly of jasmine flowers and a touch of olive oil (or some kind of seed oil).


You can see from the ingredients list below that there are quite a few essential oils in it. The instructions do note that if you have particularly sensitive skin, that the lemongrass and jasmine flower essential oils might be a bit too much.


Ingredients:

Squalane (Olive), Raphanus Sativus (Radish) Seed Extract, Aleurites Moluccana (Kukui Nut) Seed Oil, Limnanthes Alba (Meadowfoam) Seed Oil, Camellia Japonica (Camellia) Seed Oil, Plukenetia Volubilis (Sacha Inchi) Seed Oil, Citrullus Vulgaris (Watermelon) Seed Oil, Echium Plantagineum (Viper) Seed Oil, Tocopherol (Vitamin E), Oenothera Biennis (Evening Primrose) Oil, Opuntia Ficus-Indica (Prickly Pear) Seed Oil, Oryza Sativa (Rice) Bran Oil, Papaver Somniferum (Poppy) Seed Oil, Chamomilla Recutita (Matricaria) Flower Oil, Citronellol ** Naturally Occurring In Essential Oils, Pelargonium Graveolens (Rose Geranium) Flower Oil, Geraniol ** Naturally Occurring In Essential Oils, Jasminum Grandiflorum (Jasmine) Flower Extract, Citral ** Naturally Occurring In Essential Oils, Linalool ** Naturally Occurring In Essential Oils, Helianthus Annuus (Sunflower) Seed Oil, Cymbopogon Flexuosus (Lemongrass) Oil, Limonene ** Naturally Occurring In Essential Oils, Rosmarinus Officinalis (Rosemary) Leaf Extract, Eugenol ** Naturally Occurring In Essential Oils, Isoeugenol ** Naturally Occurring in Essential Oils



Smooth and Soothe Scrub - Brightening Face Scrub

Smooth and Soothe Scrub - Brightening Face Scrub


The texture of this one surprised me. When I first tried it, I found it a bit “thick”. It was a bit

hard for me to “work” it onto my skin. It felt tacky, a bit like Vaseline. I could see the jojoba

beads (the physical exfoliant) quite clearly. It took a while for me to get used to the feeling of

it on my skin after I rinsed it off. I felt like it left behind a layer of “ointment” (not sure, again a

bit like Vaseline or a pawpaw ointment). Not only is it meant to be “brightening”, it is also

meant to be moisturising. So I think the “ointment” feeling is the “moisturising” part working.

The fruit acids are the “chemical” exfoliants in this scrub.


When you see the ingredients list below, you will note that it has pineapple enzymes in it. I come from a very Asian background. My grandma really loved to cook and I remember her using pineapple juice as a “tenderiser” for beef/goat meat.


It smells sweet like spearmint candy.


I think it suits those with normal to dry skin. Don’t expect it to lather up like your conventional

cleansers. It is made from natural ingredients so no SLS. It more “emulsified” and feels like a

light ointment with jojojba beads.



You can see the tiny jojoba beads

It took me a while to get used to the thick texture

Ingredients:

Squalane (Olive), Raphanus Sativus (Radish) Seed Extract, Aleurites Moluccana (Kukui Nut) Seed Oil, Limnanthes Alba (Meadowfoam) Seed Oil, Camellia Japonica (Camellia) Seed Oil, Plukenetia Volubilis (Sacha Inchi) Seed Oil, Citrullus Vulgaris (Watermelon) Seed Oil, Echium Plantagineum (Viper) Seed Oil, Tocopherol (Vitamin E), Oenothera Biennis (Evening Primrose) Oil, Opuntia Ficus-Indica (Prickly Pear) Seed Oil, Oryza Sativa (Rice) Bran Oil, Papaver Somniferum (Poppy) Seed Oil, Chamomilla Recutita (Matricaria) Flower Oil, Citronellol ** Naturally Occurring In Essential Oils, Pelargonium Graveolens (Rose Geranium) Flower Oil Geraniol ** Naturally Occurring In Essential Oils, Jasminum Grandiflorum (Jasmine) Flower Extract, Citral ** Naturally Occurring In Essential Oils, Linalool ** Naturally Occurring In Essential Oils, Helianthus Annuus (Sunflower) Seed Oil, Cymbopogon Flexuosus (Lemongrass) Oil, Limonene ** Naturally Occurring In Essential Oils, Rosmarinus Officinalis (Rosemary) Leaf Extract, Eugenol ** Naturally Occurring In Essential Oils, Isoeugenol ** Naturally Occurring in Essential Oils.



Twin cutie pies! Plumper and Buffe

Lip Plumper and Lip Buffer


The Lip Plumper's texture is like an ointment. It is moisturising and I did feel an almost immediate tingle. Without looking at the ingredients, I felt that it had something minty/menthol in it. I think on me, it was more a very nice lip balm which gave my lips a light "lip gloss" look. There is a kind of herbal smell to it, like a mix of rosemary, cinnamon and mint.


I enjoyed the Lip Buffer very much. I love lip scrubs and two of my faves are the ones made by Bite Beauty and Fresh Beauty. The Lip Buffer has a good texture to it and it was not too heavy on the sugar granules. I think I liked it because there was just enough sugar granules in it. Not too much, not too little. Just right! I was able to use this "on-the-go". The recommended way to use it is to apply it on wet lips. I kinda did that, more like I drank some water and then applied it. It worked a treat. It just tasted like sugar. I could not detect much of a scent to it. It smelt more like honey if anything.


Ingredients for the Lip Plumper:

Ricinus Communis (Castor) Seed Oil, Butyrospermum Parkii (Shea Butter), Rhus Verniciflua (Fruit Wax) Peel Cera, Vitis Vinifera (Grape) Seed Oil, Copernicia Cerifera (Carnauba) Wax, Mentha Arvensis (Peppermint) Leaf Oil, Citrus Aurantium Dulcis (Blood Orange) Peel Oil, Capsicum Frutescens (Chilli) Oil, Cinnamomum Zeylanicum (Cinnamon) Leaf Oil Tocopherol, Limonene ** Naturally Occurring in Essential Oils, Linalool ** Naturally Occurring in Essential Oils, Citral ** Naturally Occurring in Essential Oils, Geraniol ** Naturally Occurring in Essential Oils, Citric Acid.


Ingredients for the Lip Buffer:

Butyrospermum Parkii (Shea Butter), Prunus Amygdalus Dulcis (Sweet Almond) Oil, Sucrose (Brown Sugar), Agave Tequilana Extract, Prunus Avium (Sweet Cherry) Seed Oil, Rhus Verniciflua (Fruit Wax) Peer Cera, Fragaria Ananassa (Strawberry) Fruit Extract, Tocopherol (Vitamin E), Eugenol ** Naturally Occurring in Essential Oils, Citric Acid, Cinnamomum, Zeylanicum (Cinnamon) Leaf Oil, Benzyl Benzoate



OTHER THINGS I REALLY WANT TO TRY


My "wish list" pretty much covers everything else that BYBI Beauty has to offer. YUP.



I really really want to try the Detox Dust. Definitely want the 1% Bakuchiol Booster (I have at least two other products that contain Bakuchiol in it, so it would be good to do a comparison).


I don't know what a Buriti is, so I'm keen to learn more. Also, c'mon, are you kidding me? I must try the Cold Pressed Strawberry Seed Oil! How does one actually get those little seeds off the strawberries in the first place??


You can read more about these products on https://bybi.com


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