Loftis will oversee BYOMA’s global innovation, brand, marketing, science and creative functions, unifying clinical credibility with consumer-first storytelling. BYOMA
Loftis will oversee BYOMA’s global innovation, brand, marketing, science and creative functions, unifying clinical credibility with consumer-first storytelling. She joins the brand after serving as global president of dermatological skin care at Galderma, where she led global brand, innovation and commercial strategy across a multi-brand dermatological portfolio and delivered sustained above-market growth. Earlier in her career, Loftis spent a decade at Kendo Brands (LVMH), helping build and scale globally influential brands including Fenty Beauty, Fenty Skin, Marc Jacobs Beauty and Ole Henriksen.
Known for driving digitally led growth, creator ecosystems and science-backed innovation, Loftis brings expertise in modern brand building at scale. She has led category-defining launches and creator-led activations that translate clinical proof into cultural relevance.
The appointment comes as BYOMA continues to post category-leading performance. In 2025, the brand achieved 44% year-over-year sales growth, fueled by strong demand across retail and direct-to-consumer channels. Key performers include the Phyto-Mucin Glow Serum, a top-five U.S. SKU in its launch year, and the Hydrating Milky Toner, now BYOMA’s top-selling product in the U.S. market and the #1 bestselling milky toner nationwide, per the brand.
Global Cosmetic Industry checked in with Loftis about her new role and the path she's charting for BYOMA's next phase of growth and innovation.
Scaling Innovation, Science and Trust: Q&A with Tara Loftis on BYOMA’s Strategic Growth and Future Vision
Scaling with Science: BYOMA’s Strategic Future with Bansk Group
The appointment comes as BYOMA, a leader in the skin barrier space, continues to post category-leading performance. In 2025, the brand achieved 44% year-over-year sales growth, fueled by strong demand across retail and direct-to-consumer channels. (Pictured is campaign imagery from the brand's June 2025 Skin Barrier Awareness Month promotions.)BYOMA
BYOMA is already a strong, winning brand with a clear point of view. Marc has built an incredibly strong foundation, brand, and culture from day one. Partnering with Bansk Group, led by industry legend Bart Becht, allows us to accelerate what is already working, smartly and thoughtfully, with a clear consumer-first lens.
Together, that combination gives us the ability to define a critical path for the future that ensures the brand continues to evolve strategically while immediately elevating how our science shows up across every touchpoint.
In the first year, my focus, working closely alongside Marc and the senior leadership team, is on scaling thoughtfully. That means protecting what has made the brand resonate so deeply with consumers, strengthening our scientific platform, and putting the right systems, teams, and partnerships in place to support long-term global growth.
Science vs. Hype: Why Skin Care Brands Need Both
Loftis: I’ve never believed that clinical credibility and cultural relevance are in conflict. There is no rule that says a brand has to choose between being elevated and culturally relevant, or being deeply and seriously scientific. With the right strategy and a talented team, you can do both.
At BYOMA, we have completed over 109 clinical studies in just under four years, yet much of that science has not historically been translated clearly to the consumer. In an era of faux science, where perception often becomes reality, that matters. Consumers deserve proof, transparency, and clarity.
We invest more in clinical studies than we do in influencer relations and paid media, and it is our responsibility to make that credibility visible across every touchpoint. That includes our clinical, medical, dermatological, and skin-enthusiast partnerships, as well as how we show up creatively. Science should be understandable, engaging, and culturally fluent, not hidden behind jargon.
Innovation Isn't a Trend, It's BYOMA's Foundation
Loftis: First and foremost, we are committed to being barrier-first, no matter what. That is our foundation, not a trend.
We are very intentional about how we approach innovation, and we are careful not to dilute what is already working. While I can’t share specifics about our pipeline, what I can say is that we are building a skin care brand for the future. The innovations we work on are often industry-first and in some cases first to market, and may involve new technologies or patents.
For us, innovation is not about chasing trends or reinforcing a single texture. As long as we stay true to our barrier-first promise, we give ourselves permission to challenge conventions, evolve intelligently, and build products that genuinely earn their place in the BYOMA routine.
One of the most important lessons I’ve learned is the value of investing deeply in talent. Building global brands starts with building exceptional teams. When people feel supported, challenged, and excited to grow with a brand, it shows in how that brand comes to life in the world.
Another critical lesson is that even when something is working and winning, you can’t be afraid to evolve it. The most enduring brands stay three steps ahead of where the category is going, not where it has been. In a space as competitive as skin care, complacency is far more dangerous than thoughtful evolution, even during periods of strong momentum.
I’ve also learned that the real magic happens when cultural momentum and scientific credibility are intentionally blended. In dermatological skin care, virality and engagement are incredibly powerful, but they are most meaningful when anchored in serious medical and clinical rigor. Awareness, engagement, and credibility can absolutely coexist when executed thoughtfully and creatively, and that balance is what turns momentum into long-term trust.
Clarity is also essential as you scale. When a brand expands across many markets, absolute clarity on positioning, DNA, and guidelines ensures the consumer experience feels consistent everywhere. My goal is for BYOMA to look and feel unmistakably the same no matter where a consumer encounters it.
Finally, relationships matter. Loyalty cannot be bought, whether with creators, dermatologists, makeup artists, or consumers. The most meaningful relationships are built over time, nurtured thoughtfully, and grounded in trust.
Digital-first growth, creators, and AI are reshaping how brands engage consumers. How will BYOMA evolve its community-led model while maintaining trust and scientific rigor?
Building Trust and Enhancing Experience: The Future of AI at BYOMA
Loftis: We are deeply committed to continuing to grow with our community and to showing up where they are in ways that feel credible, engaging, and sometimes surprising. Education, transparency, and trust remain at the core of how we build those relationships.
AI has fundamentally disrupted traditional purchase journeys, and we are looking closely at how it can support the consumer in meaningful ways. From a creative standpoint, we have a strong in-house creative team, and human creativity remains central to how BYOMA shows up. We are not looking to AI to replace creative operations.
Where AI becomes interesting for us is in how it can assist, scale, and enhance the consumer experience in service of our broader agenda. How that ultimately comes to life is something people will have to wait and see.
