The Interview: Byroe founder Amy Roe on the rise of her superfood-infused skincare brand

Korean beauty brand Byroe embodies the belief that what benefits the planet can also transform the skin. This is a philosophy that shaped founder Amy Roe's understanding of beauty and sustainability, resulting in the creation of her brand.

Formulated with vegan and upcycled superfood-based ingredients, Byroe promises to deliver wellness benefits directly to the skin while addressing food waste, championing sustainability, and honouring the Korean principle of harmony between nature and health.

In this interview with TheIndustry.beauty, Roe speaks all about Byroe, the ingredients behind its formulations, its UK expansion and her advice for brands entering this market, and how she is targeting future growth.

What inspired you to launch Byroe?

My inspiration for Byroe stemmed from my Korean heritage, where holistic wellness and natural skincare remedies are integral. Growing up, my mother would create skincare treatments using organic superfoods like vegetables, milk, and rice. This early exposure instilled in me the importance of nurturing one's skin naturally. Later, while studying at Columbia Business School, I noticed a gap in the beauty industry for clean products that were both efficacious and delivered immediate benefits. This realisation led me to create Byroe, a brand that embodies clean, results-driven skincare inspired by nutritious superfoods.

Can you tell me about the product range and how has this developed since launch?

Byroe began with a focus on salad-inspired skincare, utilising ingredients rich in nutrients to promote healthy skin. Over time, we've expanded our range to include tea-infused products, recognising the antioxidant properties of teas like hibiscus and rose. Our latest innovation is the Upcycled Vegan Soy Yogurt Collection, which mimics the benefits of traditional yogurt. This collection includes products like the Passion Fruit Yogurt Soothing Serum and Oat Yogurt Moisture Barrier Cream, designed to soothe and rejuvenate the skin.

How do you select the ingredients? 

Our ingredient selection is meticulous, focusing on upcycled superfoods and clinically proven actives. We prioritise sustainable sourcing and environmentally friendly extraction methods to minimise our environmental impact. By utilising upcycled ingredients, we reduce waste and harness the full potential of nature's offerings, ensuring our products are both effective and eco-friendly.

Byroe’s mission is to "redefine the clean, sustainable beauty market" - how?

We aim to bridge the gap between clean beauty and high-performance skincare. By formulating products that are both vegan and free from harmful chemicals, we ensure they deliver visible results without compromising on safety or sustainability. Our commitment to upcycling and sustainable practices further reinforces our dedication to redefining the beauty industry's standards.

Having launched in the UK last year, how is this going? 

Our UK launch has been met with enthusiasm, and we're thrilled to see the positive reception. Byroe products are available through Counter Culture, an online retailer that shares our commitment to sustainability and ethical practices.

We also recently launched in-store and online with Beauty Edit Mayfair, a destination for clean beauty enthusiasts in London with a strong commitment to sustainable beauty.

How do you target UK consumers? Is this different to other markets? 

While our core values remain consistent, we recognise that each market has different needs, so all of our strategies are localised.

In the UK, there's a growing demand for sustainable and ethically sourced beauty products. We've tailored our marketing strategies to highlight our commitment to sustainability and the efficacy of our superfood-infused formulations, resonating with the conscientious UK consumer.

Any plans for expansion in the UK? 

We are continually exploring opportunities to expand our presence in the UK. This includes potential collaborations with other retailers and introducing new product lines that cater to the specific needs and preferences of UK consumers. 2025 is set to be an exciting year of growth for Byroe!

What advice would you give to other businesses launching into the UK for the first time?

Understanding the local consumer is crucial. It's essential to conduct thorough market research to grasp the unique preferences and values of UK consumers. Additionally, partnering with retailers that align with your brand's ethos can significantly enhance your market entry strategy.

As a female-founded business, part of Byroe's ethos is to empower other women from all walks of life through partnerships and initiatives that give back. Why is this important?

Empowering women is at the heart of my mission with Byroe. We collaborate with organisations that support women's education and entrepreneurship, providing resources and opportunities for growth. By uplifting women, we contribute to building stronger communities and fostering innovation within the beauty industry.

Looking ahead, how are you targeting future growth? 

Our growth strategy focuses on continuous innovation, expanding our product range, and entering new markets. We invest in research and development to create cutting-edge formulations and leverage digital platforms to reach a broader audience.

What are your ambitions in the UK market and/or generally?

In the UK, we aim to become a leading brand in the clean beauty sector, known for our commitment to sustainability and product efficacy.  Globally, our ambition is to inspire a shift towards more conscious beauty consumption, where consumers prioritise products that are both effective and environmentally responsible.

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.