Byoma is putting its mark on the skincare landscape with an exciting expansion of its leadership team. The vibrant UK skincare brand, lauded for its eye-catching, candy-colored products, has appointed Tara Loftis, former global brand president of Galderma, as its inaugural global president and chief brand officer, according to exclusive insights from The Business of Beauty.
With an impressive track record, Loftis has held senior positions at renowned brands like Too Faced and LVMH’s Kendo, where she contributed to the successes of Fenty Beauty and Marc Jacobs Beauty. Recently, she spearheaded Galderma’s dermatological division, overseeing brands like Cetaphil, Differin, Alastin, and Benzac. Under her guidance, several notable campaigns emerged, including the acclaimed “We’re all a Lil Sensitive” Super Bowl spot for Cetaphil featuring rapper Lil’ Wayne.
Loftis has ambitious visions for Byoma’s future, envisioning it as a foundational pillar in the dermatological skincare sector. She emphasized that her focus is on cultivating a “long-term winner in the dermatological skincare space.” As she steps into her new role, she aims to enhance brand awareness through innovative marketing strategies geared toward Gen-Z and Gen Alpha consumers, spotlighting the brand’s clinical effectiveness.
“Tara is an exceptional brand builder,” highlighted Marc Elrick, founder and CEO of Byoma. “Everything she touches transforms positively because she has an innate ability to safeguard the brand and create authentic connections with consumers.”
Founded in 2022, Byoma quickly garnered popularity with affordable and trend-driven offerings, such as its hydrating milky toner and balancing face mist. Elrick shared that the brand achieved over $300 million in retail sales in 2025, securing its position as a top-five skincare brand at Target and the second-largest premium skincare brand at Boots, alongside being the fastest-growing skincare brand at Ulta Beauty. In September 2025, Bansk Group, parent company of the hair-care line Amika, acquired a majority stake in Byoma; the financial specifics of the deal remain undisclosed.
These latest developments and investments will empower Byoma to boost its long-term research and development efforts. Both Loftis and Elrick agree that enhancing the brand’s innovation capabilities is a crucial priority.
They also aim to raise awareness of Byoma’s scientific foundations. “Our achievements are deeply rooted in clinical efficacy, yet we’ve maintained a quieter presence thus far,” stated Elrick. Loftis highlighted that the brand has conducted more than 109 clinical studies during its four-year journey in the market.
A wave of increased marketing focusing on Byoma’s clinical grounds is set to launch as early as February, coinciding with the introduction of the brand’s first of three new innovations planned for 2026. Consumers can anticipate more engaging experiences from Byoma, reminiscent of the successful “Wonderlab” pop-up events that took place in East London, Paris, and New York in December 2025.
All these initiatives align with Loftis’ overarching strategy to make Byoma a globally recognized household name.
