Victoria Magrath Launches Byfrow

British influencer Victoria Magrath is officially entering the beauty industry with Byfrow, a new brand set to launch on 18 November.

Since founding Inthefrow, the award-winning fashion, travel, and beauty blog, in 2012, Magrath has dominated our Explore pages and FYPs with authentic, luxury-leaning content.

“Launching my own brand has been my goal since I entered the industry in 2012. But it had to be more than just a brand,” says Magrath. “In 2020, I set out to create a product I’d been searching for – a notoriously difficult one to perfect (and one we are still working on) – and that journey sparked something bigger. One idea became many, and soon my team and I were building a brand designed to elevate the everyday, bringing you products that envelop my own core values – on the go, effective, effortless products and a relaxed-girl-makeup approach. I am proud to unveil Byfrow, a labour of love and an exciting new chapter.”

Byfrow offers a streamlined edit of high-performance multitaskers that are said to reflect Magrath’s signature approach to beauty: intuitive, effortless, and entirely real-life ready.

The debut line-up, which was five years in the making, includes the Pigment Pencil, Lip Companion, and Onthego Cup. Products will make their debut on LTK, which will serve as the exclusive social shopping platform for the launch.

The Lip Companion is a silky, ultra-nourishing balm designed to hydrate and enhance the lips while delivering a subtle mint tingle. The formula includes jojoba oil, vitamin E, baobab oil, castor oil, and mint, combining hydration, antioxidant care, and a cooling finish. It is available in two shades, Clear and Golden, which have been designed to complement existing lip products rather than replace them.

The Pigment Pencil is a flexible, multi-use colour tool with a creamy, blendable texture and buildable payoff. It can be used as a traditional lip liner, worn as an all-over lip colour, or layered with The Lip Companion for a softer, dewier lipstick effect. It has a semi-matte finish that promises a “your-lips-but-better” result, and can be used to create a soft blush or faux freckles.

The waterproof formula is infused with vitamin E and plant-based waxes and is formulated for longevity without flaking or dryness — just all-day comfort and moisture. It is available in seven neutral and soft-toned shades, including Chai Latte, Toasted Rose, Pink Sorbet, Baked Cinnamon, Milk Chocolate, Dark Roast, and Cherry Berry.

Both products are vegan, cruelty-free, and free from parabens, microplastics, silicones, sulphates, and other unwanted ingredients.

Products will be available from 19 November at byfrow.com, priced between £18 and £22. Early access opens at 7pm on 18 November for those who sign up. No news has been announced regarding US availability.