As the industry authority and innovator on skin barrier health, BYOMA is once again launching a call to action to tackle this important skincare dilemma with the second annual Skin Barrier Awareness Month. Continuing its ongoing mission of building a better beauty industry for all through education and empowerment, BYOMA will kick off the month with its statement-making 'YOUR SKIN BARRIER NEEDS YOU' campaign. The multi-city out-of-home and digital out-of-home campaign emphasises the importance of skin-barrier health and — as a brand that's invested over £2 million on clinical trials — the importance of choosing science-backed, clinically-proven skincare to support the health of the skin barrier.
Clinical trials are controlled, scientific studies that gather objective, measurable data. Conducted by independent experts and dermatologists, "external clinical trials take place over a number of weeks or months and are extremely costly, yet they remain the highest indication of product efficacy," explains BYOMA founder Marc Elrick. Since launch, BYOMA has taken a community-first, science-backed approach to skincare, and clinical trials have always been an integral part of that. Built on the true consumer need for efficacious and intentional formulas that both deliver targeted results and protect skin-barrier health, every single BYOMA product has completed at least two independently tested and verified clinical trials. Yet, this is far from the industry norm.
"Many brands rely on consumer perception studies that are less costly and focus on how the product makes people feel," adds Marc. "But these perception-based results tell us nothing about how the formula benefits the skin. Instead, they measure perceived efficacy that are helpful only to support marketing claims." This means there's a staggering number of skincare products available that have not gone through adequate testing to ensure results — and it could be the reason so many people's skin barrier is struggling.
Since day one, however, BYOMA has intentionally chosen to do things differently. Whereas many brands focus on marketing claims, BYOMA instead invests heavily in researching, developing, and validating the efficacy of its products, going as far as to establish a state-of-the-art clinical testing lab in its global headquarters in Glasgow where the brand can conduct its own internal clinical tests as well. This approach is working– the brand is now top five within its category across Target, Ulta, Boots + Sephora Europe.
With the 'YOUR SKIN BARRIER NEEDS YOU' campaign, BYOMA and Elrick want to continue to disrupt the status skin-care quo; to educate people on the difference between these types of studies, and to hold the industry accountable to test for stronger efficacy over flashy marketing claims. They're also challenging people to a 30-DAY SKIN BARRIER RESET, calling on consumers to put aside their exfoliators for the month in order to stop stripping and start boosting their barrier.
"What's worrying is there's a crisis in skincare," Marc says of the initiative. "We have seen that kids as young as 10-year-old are using retinols, acids, and other clinical-strength products that are simply not suitable for their skin. As a brand, we feel a deep sense of responsibility to help address these concerns and take beauty in a more responsible direction."
BYOMA believes skincare is about strength, not status. The strength of knowledge, the strength of science, the strength of our skin barrier that holds firm and confident against whatever the world throws our way. "Skin Barrier Awareness Month reminds us that the stronger each of us is, the stronger we all are," says Marc. "Science isn't exclusive. Skin health isn't a privilege. Better beauty — and a better barrier — belong to everyone, this month and always."
* Mintel, 2023
** Dermatology Times, 2022
*** Chen W, et al. The Prevalence of Self-Declared Sensitive Skin: a Systematic Review and Meta-Analysis. J Eur Acad Dermatol Venereol. 23 December 2019.
ABOUT BYOMA:
BYOMA, founded by beauty entrepreneur and visionary Marc Elrick in 2022, is a skin-care brand dedicated to improving the health of the skin's natural barrier. With a mission to democratise and demystify beauty and inspire positive change in industry, the brand has become one of fastest-growing brands on the market, with one product selling every second globally and over 1.6 million followers on social media. Passionately committed to making science-backed, clinically-effective skincare affordable, approachable, and accessible, every product is powered by barrier-first complexes that are clinically proven to deliver targeted results while protecting skin barrier health. Through an educational and community-focused approach, BYOMA provides the building blocks to better skin and empowers its community to make smart, informed, choices when it comes to their skincare routine.
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SOURCE BYOMA
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