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Natural, Vegan, Cruelty-Free Beauty

Our Values

100% Natural

We only use naturally-derived ingredients and never use any synthetic ingredients.

Natural can be a murky old area. You’ll no doubt hear the term thrown around the beauty industry but there are no restrictions on how a brand claims to be natural and very few consistent definitions. As the lines are so blurry, we thought we’d call on the expert opinion of our in-house chemist, Liberty, for a more in-depth explanations, to make sure you’re armed with all the facts. Liberty studied cosmetic chemistry and has been formulating for years, so knows a thing or two about ingredients.

A photo of Liberty out in house chemist

Meet our in-house Chemist Liberty

‘It truly is hard to define what a natural product is, as there is no legal definition. However, I would consider a natural product to be one that only contains ingredients derived from botanical (eg plant extract), mineral (eg zinc oxide, copper), or animal (eg beeswax) origin that may or not have been processed in some way to obtain a desired ingredient or fraction. For example coconut oil can be processed in a number of different ways to obtain a whole host of final ingredients, for example Coco Betaine or Sodium Cocoyl Glutamate, that work to give a specific function and ensure that the efficacy of the product is as good as possible, whilst still being naturally derived.’ - Liberty.

Ask Liberty a Question ?

Certified Vegan & Certified Cruelty Free

Certified vegan with Vegan Society and cruelty free with Leaping Bunny

There are no animal by-product ingredients in BYBI’s skin care range and we haven’t used animal testing to test any of our products, or any of the ingredients in our products.


We are certified vegan by The Vegan Society. They define it as ‘seeking to exclude, as far as is possible and practicable, all forms of exploitation of, and cruelty to, animals for food, clothing or any other purpose.’ So basically, excluding any form of animal involvement in the production of our products.


We are certified cruelty free with Leaping Bunny. Leaping Bunny define animal testing as ‘all testing of finished Cosmetics and/or Household Products, or any one or more Ingredients or formulations used in manufacturing or production of such products in which whole non-human animals are the test subjects, including without limitation, fish, amphibians, reptiles, birds and non-human mammals.'

A picture of a smooth and soothe bottle

Sidenote: it is actually illegal to test on animals in the EU. Things get a little murky when brands start selling into countries that do require animal testing by law, such as China. We don’t sell into any countries that require animal testing.

High Performance

Efficacious products that really perform.

Sounds like marketing fluff, so we’ll elaborate. Everything we do is centred around producing fantastic quality products that actually have an effect on your skin. As a business, we are on an endless pursuit for innovation that leads us to cutting edge natural ingredients and formulation styles. We pour this into our product development which results in high quality and effective products that ultimately will optimise your skin’s heath.

Eco-friendly creds

We take an environmentally-responsible approach to every aspect of our business.

There are some seriously bad practises within beauty; mass production of virgin plastic, poorly sourced ingredients from bad working environments in South East Asia, huge carbon footprints. It’s a beast of an industry to change, but we believe that independent brands who can move quickly hold some hope in pushing for better. Here are some of the things we do at BYBI:

Sugarcane-derived Bioplastic Tubes

Use sugarcane-derived bioplastic tubes that are both recyclable and biodegradable. The production of this material is also carbon-neutral.

Glass bottles

Use glass, which is infinitely recyclable, wherever possible. We also print on our glass rather than use labels, which makes it easier for you to recycle.

Carbon neutral delivery

Use DPD as our courier, who are carbon neutral in the way that they operate and use biodegradable bags.

We’re not 100% plastic free because there are some things like droppers, atomisers and pumps that don’t have good non-plastic alternatives. What you can count on, though, is that we’ve always chosen the component that has the least amount of plastic, that has travelled the shortest to be with us, and is recyclable.

10% off your first purchase

when you sign up to our newsletter, there’s even a birthday treat in it for you. You can unsubscribe at any time

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*So we know when to give you your BYBI Birthday treat