[unpaid/sample/affiliate/ad] One of the biggest pleasures of this strange job is opening a new cleansing balm. The moment where you sweep the spatula across the perfect surface – never not a delight. However, you can tell a lot in that moment if you do it often enough and the smooth carve of Byoma Melting Balm Cleanser told me I’d found a good one!
It’s an interesting brand – founded by Marc Elrick in lockdown but it’s certainly not his first beauty rodeo. He is also behind Tan Luxe, Isle of Paradise and Tanology so he knows what he’s doing. There are so many start ups in skin care at the moment, all following a very similar pattern of behaviour in looking to target a younger, more eco conscious consumer who wants skin care they can believe in. It’s hard to harness this customer fully because the room is completely full as it is, but what Byoma has done right is given the brand a price point that’s not out of reach.
Another thing I like about this brand is that, while they’re poised on the marketing, Byoma does have a USP which is to strengthen the skin barrier. Lockdown also brought about a great deal of skin meddling – trying to make your skin better when it’s already good. It’s the whole adding a bit of this here and a bit of that there, opting for strong acids and generally giving your skin far too much work to do with the result that it’s more sensitive and fragile as a result. Byoma directs the other way – less is more, ingredients are basic but effective and more importantly, give your poor cells a break from over complication.
The cleansing balm is the ideal starter product from this brand (any age!) – lipid friendly oils, fragrance free and cuts through make up and SPF. It’s a good one, and at £14.99 HERE, exceptionally good value for the quality. Interestingly, despite the brand’s Instagram not showing anyone over the age of 20 (my guess), this is available in SpaceNK which has a significantly older customer base. Any minute now, I predict a change of tack as Byoma realises that we all want this, not just the ‘kids’.
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