Tara Loftis

global president, CBO + @byoma | former kendo brands (@lvmh), @toofaced, @fijiwater ✨

[Tara Loftis @tara_loftis]

K-beauty is changing how beauty brands build, especially in Europe. 👀

South Korean cosmetics imports into the EU apparently rose from $220M in 2022 to $1.13B in 2025.🔥 https://t.co/ny8MK4eA2Z

[Tara Loftis @tara_loftis]

✨Skin longevity shouldn't be inaccessible. ✨

Paris Select recently featured our new Longevit-8 Peptide Serum, coming to Sephora, and I was happy to see the article focus on bringing sophisticated skincare science to consumers without automatically attaching a luxury price tag.

[Tara Loftis @tara_loftis]

It can be tempting to stay close to everything, but I've led enough teams over the years to know that your fingerprints do not need to be on everything for your standards to be present.

The goal is to build a team that performs brilliantly when you aren’t there.

[Tara Loftis @tara_loftis]

✨ Austin, see you in September!

I’ll be joining an incredible group of experts at the Science of Skin Summit 2026 to talk about something I spend a lot of time thinking about: the role AI will play in the future of skincare.

📍 Austin, TX
📅 September 17–20

[Tara Loftis @tara_loftis]

Young skin does not need an adult anti-ageing routine or ten actives. It needs protection, simplicity, and habits.

Brands have the opportunity to teach younger consumers what their skin barrier does before they learn how to accidentally destroy it! https://t.co/iXJn32XEov

[Tara Loftis @tara_loftis]

Acne doesn’t make your skin “bad.” Full stop. 💖

Important to note on Acne Positivity Day!

Despite how many people have acne, the emotional experience of it can still feel deeply personal, and I think the beauty industry has a role to play in changing that relationship.

[Tara Loftis @tara_loftis]

WWD published its edit of the best skin barrier products, with BYOMA Barrier+ Repair Treatment named Best for Sensitive Skin!

BYOMA was built around the belief that the skin barrier shouldn’t be an afterthought you repair once something goes wrong, but the starting point.

[Tara Loftis @tara_loftis]

Loved reading about Sephora's strategy in China! They're creating destinations. Local experiences. Beauty playgrounds. Communities. Places where products become part of a much bigger story. https://t.co/r49iVjeesA

[Tara Loftis @tara_loftis]

💄 I have spent 20+ years building beauty brands. And I can tell you this: nobody falls in love with your brand guidelines.

They fall in love with how you make them feel, especially when your brand appears in their feed before they have even seen the logo.

[Tara Loftis @tara_loftis]

🏴 Scotland has officially opened its new Glasgow store, and they're putting a spotlight on two homegrown Scottish beauty brands: Vieve and BYOMA! 💖

This one feels especially close to home as, for those who don't know, BYOMA was founded in Scotland by our very own Marc Elrick!

[Tara Loftis @tara_loftis]

I have spent more than 20 years working in beauty, and of course I am proud of the brands, launches, teams and moments along the way.

But the things I value most today are not necessarily the things I would have listed at the beginning of my career.

[Tara Loftis @tara_loftis]

🚨 London has been stopped by the Barrier Protection Patrol. 💖🚐

Our first Barrier Protection Patrol hit London with complimentary barrier health scans, expert skincare advice, deluxe samples, BYOMA goodies and, importantly, actual conversations about what people's skin needs.

[Tara Loftis @tara_loftis]

Revieve’s new report predicts that by 2030, intentional purchasing will replace trial-and-error.👀

Consumers are much more informed. They want to understand their skin, know why something is right for them, and use diagnostics, AI and personalised recs to make that decision.

[Tara Loftis @tara_loftis]

Really pleased to see BYOMA's Foaming Rice Deep Cleanser featured by The Guardian as one of the best cleansers for a deep cleanse that's still gentle on sensitive skin.

Skincare routines can be complicated. Finding a great cleanser shouldn't be! https://t.co/qTrjVvniNM

[Tara Loftis @tara_loftis]

You never really know who’s watching.

Success becomes even more meaningful when it opens the door for someone else.

💛 Be the reason another woman believes she belongs in the room.

[Tara Loftis @tara_loftis]

🍚Rice. 🥣Yoghurt. 🍯Honey. 🌾Oats.

All ingredients we've known for centuries, and they're finding a new place in modern skincare because they actually support skin health.

Love to see BYOMA's Foaming Rice Deep Cleanser featured by Refinery29!

[Tara Loftis @tara_loftis]

This really resonated with me. 💛

Authenticity isn't saying everything that comes into your head.

It's making sure what you put out into the world reflects who you actually want to be.

The same applies to brands. Consistency will always beat performative authenticity.

[Tara Loftis @tara_loftis]

The Independent has recognised BYOMA's Moisturising Gel-Cream as one of the standout moisturisers for oily skin. This is the education our industry needs.

The conversation is finally shifting away from stripping the skin and toward supporting it.

https://t.co/GpNDLeVqyZ

[Tara Loftis @tara_loftis]

So excited to see BYOMA's Blemish Clearing Body Wash recognised by Women's Health as their Best Hydrating Acne Body Wash! 🩵

The future of acne care is smarter formulations that work with your skin, not against it.

https://t.co/83AwSZw2Nf

[Tara Loftis @tara_loftis]

AI is becoming part of skincare, but skin is not simple.

A chatbot may help organise questions or explain ingredients. It cannot replace diagnosis, medical context, or dermatologist-backed advice.

The future of skincare should be personalised, yes - but also responsible.