How BYBI Beauty's founders are disrupting kids care with new brand Rayro

Dominika Minarovic and Elsie Rutterford, the founders behind BYBI Beauty, are returning to the consumer space with a new venture. This September, they're launching Rayro - a kids-first personal care brand designed to turn daily routines into playful rituals.

The brand’s mission is rooted in the messy realities of parenting, created by two mums for modern families. Its debut product line will include refillable sun creams, eczema balms and other personal care essentials, all encased in "toy-like" formats designed to make self-care more intuitive and fun for children.

The aim is to foster independence while transforming daily struggles, like applying SPF or soothing dry skin, into moments that fuse playtime and self-care.

Minarovic and Rutterford bring with them the experience of scaling BYBI before exiting in 2024. As mothers, they combine personal insight with deep industry knowledge, channelling both into Rayro’s product and brand development.

The founders exclusively told TheIndustry.beauty: "Getting back into the seat of entrepreneurship as mums, we quickly realised how isolating those early parenting years can feel and how many everyday routines become battles.

"With Rayro, we wanted to create more than just smart products. We’re building a brand that brings joy to the tough moments and helps parents feel a little less alone in it all."

In the lead-up to launch, the duo have cultivated a community on TikTok under the handle @twotiredmums, where they’ve amassed over 2,500 followers and 39,000 likes in just two months. The account has become a relatable hub for parents navigating the chaos of raising young children and is already serving as a community driver for Rayro.

@twotiredmums Make it make sense #mumsoftiktok #mumlife #workingmum #workingparentstruggles #workingparents #childcare #thesystemisbroken #maternityleave ♬ Assumptions (slowed down version) - Sam Gellaitry

The brand’s full website is set to launch this June at heyrayro.com, with product availability to follow in September.

Read TheIndustry.beauty's interview with Elsie Rutterford and Dominika Minarovic here.