Dominika Minarovic and Elsie Rutterford did not set out to build a skincare brand. They started with a blog, a shared love of beauty, and a belief that what we put on our skin should be easier to understand.
What began as kitchen experiments and DIY recipes became BYBI, a sustainable skincare brand now selling thousands of products a week in the US through Target. In this episode of The Jump, Dominika and Elsie share how they built a community before launching a product, used a Virgin StartUp loan to move from content to commerce, and grew from natural beauty outsiders into global brand founders.
It is a story about friendship, proof of concept, sustainability, scaling, and building a brand that raises the standard rather than follows the category.