Agenda-setting intelligence, analysis and advice for the global fashion community.
On Tuesday, skincare maker Byoma announced its acquisition by Bansk Group, the parent company of hair-care lines Amika, Eva NYC and Ethique. Financial terms of the deal were not disclosed, though Byoma has generated $500 million in sales since its inception three years ago. Founder and chief executive Marc Elrick will remain at the helm, along with its leadership team.
“In Bansk, we’ve found a partner that intimately understands today’s consumer landscape and shares our values and growth ambitions,” said Elrick in a statement, noting that the brand will benefit from “Bansk’s deep expertise scaling purpose-driven consumer brands.”
Since its 2022 launch, Byoma has been propelled by viral success on TikTok as a staple of mega-influencers’ get-ready-with-me videos as well as widespread retail distribution with partners including Target and Ulta Beauty. It tapped into product trends such as the milky toner craze, with price points and attractive packaging that appealed to young shoppers.
The brand’s “core target consumer” is Gen Z, said Elrick onstage at The Business of Beauty Global Forum in Napa, California in June 2025. He noted that the brand’s focus was on ingredient education aimed at consumers to dissuade them from “playing chemist in their bathrooms” and develop safe skincare regimens.
ADVERTISEMENT
Bansk purchased the majority stake from private equity firm Yellow Wood Partners, which will continue hold a stake in Byoma’s incubator Future Beauty Brands and its self-tanning labels Tan-Luxe, Isle of Paradise and Tanologist.
Learn more:
The Business of Beauty Global Forum: Connection in the Age of Disruption
The Business of Beauty Global Forum wrapped its final session with conversations from Rhode founder Hailey Rhode Bieber, influencer Sydney Towle and Tower 28 founder Amy Liu about the value of community and purpose.
