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Byoma is expanding its C-suite. The UK skincare brand, known for its viral, candy-coloured products, has appointed former Galderma global brand president Tara Loftis as its first global president and chief brand officer, The Business of Beauty can exclusively reveal.
An industry veteran, Loftis previously held senior roles at Too Faced and LVMH’s incubator Kendo, where she worked on Fenty Beauty and Marc Jacobs Beauty. Since Jan. 2024, she has overseen Galderma’s dermatological skincare division and its portfolio of brands, including Cetaphil, Differin, Alastin and Benzac. Under Loftis’ stewardship several Galderma campaigns made headlines, most notably Cetaphil’s 2025 “We’re all a Lil Sensitive” Super Bowl campaign which featured the rapper Lil’ Wayne.
Byoma “is going to be one of the legendary mainstays of dermatological skincare long term,” Loftis told BoF. She added that her positioning would be about building a “long term winner in the dermatological skincare space.” Loftis will oversee the brands marketing, which she hopes to elevate with campaigns to amplify awareness of the brand’s clinical efficiency, with a particular focus on Gen-Z and Gen Alpha consumers.
“Tara is a world class brand builder,” added Marc Elrick, Byoma founder and chief executive. “Everything she works on turns to gold because she understands how to protect the brand, and how to connect with the consumer.”
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Founded in 2022, Byoma’s affordable, quick-to-trend offerings — like its hydrating milky toner and balancing face mist — have catapulted the brand to best-seller status. Per Elrick, the brand surpassed $300 million in retail sales in 2025, becoming a top five skincare brand at Target, the number two skin premium skincare brand at Boots and the fastest growing skincare brand in Ulta Beauty. Bansk Group, the parent company of hair-care line Amika, acquired a majority stake in Byoma in Sept. 2025; financial details were not disclosed.
The new hire and recent investment will enable the brand to invest in its long-term research and development initiatives. Strengthening Byoma’s innovation capabilities is an absolute priority, both Loftis and Elrick agreed.
The duo also want to elevate awareness of that science. “We’ve built something that is deeply rooted in clinical efficacy, but so far quietly.” said Elrick. Loftis points out that the brand has conducted over 109 clinical studies in its four years on the market.
Increased marketing around Byoma’s clinical efficacy will begin as early as Feb. as the brand releases the first of its three new innovations slated for 2026. Shoppers can also expect to see more Byoma activations, like the “Wonderlab” pop-up it staged in East London, Paris and New York over a weekend in Dec. 2025.
All of these points feed Loftis’ greater strategy, she said. “At a very macro level that is, unashamedly, to make Byoma a household name globally.”
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The viral skincare brand, popular with Gen-Z for its affordable formulas and trending ingredients, is the latest to join Bansk’s growing beauty portfolio which also includes hair-care line Amika.
