Interview | Amy Roe of Byroe

In 2019, Amy Roe set out to redefine the clean, luxury beauty market with the launch of her skincare brand, Byroe. Armed with her Ivy League education and business smarts, Amy channelled her passion for holistic wellbeing and effective, results-driven products into crafting a superfood-focused skincare line that seamlessly blends sustainability with powerful, plant-based formulations.

Central to Byroe’s mission is a commitment to environmental sustainability, responsibly sourcing ingredients and employing eco-friendly extraction methods that conserve both energy and water. The brand’s innovative use of upcycled ingredients breathes new life into imperfect fruits and vegetables, transforming them into nutrient-rich formulas that celebrate zero-waste beauty while delivering radiant skin.

With a 25-product range that is vegan, cruelty-free, and free from harmful additives like parabens, mineral oils, and phthalates, Byroe’s bestsellers include the Tomato Firming Serum, Kiwi Detox Gel Cleanser, Golden Carrot Overnight Relief Mask, and Truffle Eye Serum.

We recently caught up with Amy to discuss Byroe’s journey, her beauty go-tos, and what’s next for the brand in the world of clean, luxury beauty.

What inspired you to create Byroe?

My inspiration for Byroe stemmed from my Korean heritage, where holistic wellness and natural skincare remedies are integral. Growing up, my mother would create skincare treatments using organic superfoods like vegetables, milk, and rice. This early exposure instilled in me the importance of nurturing one’s skin naturally. Later, while studying at Columbia Business School, I noticed a gap in the beauty industry for clean products that were both efficacious and delivered immediate benefits. This realisation led me to create Byroe, a brand that embodies clean, results-driven skincare inspired by nutritious superfoods.

What product makes the best introduction to the brand?

For those new to Byroe, the Tomato Firming Serum is the perfect starting point, and is one of our bestsellers. This product encapsulates our philosophy of using nutrient-rich superfoods to create high-performance skincare. Infused with the antioxidant power of tomatoes, the serum helps to brighten, firm, and revitalise the skin, leaving it glowing and refreshed. Its lightweight, silky texture absorbs effortlessly, making it suitable for all skin types and helps to deliver visible results.

What has been the biggest highlight?

As part of our brand’s mission and the growing demand for clean, superfood-infused skincare solutions, one of the most significant milestones for Byroe was our expansion into the UK.

What advice would you give to someone wanting to launch their own beauty brand?

Launching a beauty brand requires a deep understanding of your target market and a commitment to innovation. It’s essential to identify a unique value proposition that sets your brand apart. Additionally, resilience and adaptability are crucial, as the beauty industry is dynamic and constantly evolving.

What’s next for Byroe?

Looking ahead, Byroe is focused on expanding our product line with innovative formulations that continue to harness the power of upcycled superfoods. We are also working towards strengthening our commitment to sustainability and ethical practices in all aspects of our business.

What does your daily skincare routine look like?

My daily skincare routine starts with a great cleanser—I’m always very picky about this step! I use the Kiwi Detox Gel Cleanser as my go-to for a thorough, refreshing cleanse. After rinsing, I follow up with the Bitter Green Essence Toner to soothe and balance my skin.

For serums, I like to customise based on my skin’s needs that day—it changes daily! Finally, I finish with a moisturiser tailored to what my skin is craving, whether it’s extra hydration or something lightweight. My routine is all about listening to my skin and giving it what it needs!

What are two beauty products you cannot live without?

The Byroe Mojito Lip Mask is my ultimate lifesaver for dry, sensitive, and chapped lips. Most lip products irritate my lips, but this one works wonders—it’s the only thing that keeps them soft and smooth!

Vegamour’s GRO Hair Serum is part of my daily routine to maintain hair density. This lightweight scalp serum is non-greasy, super refreshing, and has completely transformed the health of my scalp and hair.

What is the biggest skincare lesson you’ve learned?

The biggest skincare lesson I’ve learned is the importance of consistency. While the products you use are essential, sticking to a regular routine and giving your skin time to respond is key to achieving and maintaining healthy skin.

Equally important is the connection between what you put on your skin and how you treat your body. Maintaining a healthy balance in your diet and prioritising wellness in your lifestyle can significantly enhance your skin’s overall health and glow. It’s truly a holistic approach!

What’s not getting the attention it deserves in the beauty industry right now?

I believe the concept of upcycling in skincare is still emerging and deserves more attention. Utilising upcycled ingredients not only reduces waste but also introduces potent, nutrient-rich components into skincare formulations, enhancing their efficacy and sustainability.

Byroe is available at Counter Culture in the UK, and Saks in the US.