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BYROE New York brings its superfood packed skincare to the UK

Chloe Burney
11 July 2024

BYROE New York, the holistic skincare brand that creates products from upcycled superfoods, has launched in the UK with online beauty retailer Counter Culture Store.

BYROE New York was founded by Amy Roe (hence its name, by-Roe) in 2019 to "redefine the clean, sustainable beauty market as we know it".

The brand strives to "create planet-friendly and clinically effective skincare for all" by using quality superfoods and proven actives to create effective skincare. Not only are the cleansers, serums, moisturisers and facial oils healthy for your skin, but they are also gentle on the planet.

Counter Culture Store embraces the principles of "people, planet, and profit" by offering a wide range of stainable beauty, wellness and homeware products, showcasing over 80 sustainable and ethical brands.

Amy Roe, Founder of BYROE New York, said: "I grew up deeply connected to holistic wellness, which my mother installed in me from a young age. My mother suffered from a heart condition, which caused her to seek organic and natural superfoods for our family meals. This led me to prioritise organic, nutrient-dense superfoods in my family’s meals. I then upcycled the leftovers to create waste-free topical skin treatments.

"Through BYROE, I aspire to provide everyone with the opportunity to tap into skincare products meticulously crafted from fresh, upcycled, superfood ingredients that harmonise seamlessly with their health-conscious dietary choices. I’m so excited to be bringing BYROE to the UK and to be able to continue championing holis3c, science-backed, superfood-infused skincare."

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