BYBI Co-Founders Dominika Minarovic and Elsie Rutterford equally emblemize ethics and innovation.

In 2015, these two London-based entrepreneurs bonded over a shared passion for clean beauty and

lifestyle and launched the trend-setting blog, podcast, book, and Instagram account, Clean Beauty Insiders. Building on this partnership, they co-founded BYBI in 2017. With a major push into the United States marketplace in 2020, Elsie and Dominika set a worldwide precedent for clean and sustainable beauty.