Sales & Education Manager

BYOMA debuts first-ever TV commercial to launch new Mask, campaign. BYOMA is debuting its first-ever TV commercial, The BYOMA Shorttime Show. The campaign introduces the new Bio-Collagen Radiance Facial Mask. What began as viral discourse around a reported height requirement for a major halftime performance before Super Bowl LX quickly became a cultural flashpoint, igniting memes, commentary, and a wave of "short king/queen" pride across social platforms. Super Bowl halftime show performer Bad Bunny posted two job listings for roles supporting his upcoming Super Bowl halftime show that had minimum height requirements. As the internet debated who was "tall enough" for the biggest stage of the year, BYOMA posed a different question: What if shorter is actually better? This insight is the foundation of The BYOMA Shorttime Show, a campaign that reframes "too short" as a strength and turns cultural exclusion into confidence. Featured creators include Juhm, Dylan Kevitch, Lisi German, Micky Gordon and Kristyn Hoffman. "The BYOMA Shorttime Show marks a defining moment for the brand," says Tara Loftis, Global President and Chief Brand Officer at BYOMA, in a news release. "As our first-ever TV commercial, it formally defines a new era of skincare influence, one where culturally fluent creators are not following beauty culture, but shaping it for Gen Z and Gen Alpha." "From day one, BYOMA has been about solving real problems with real science, and the Bio-Collagen Radiance Facial Mask brings that mission to life," adds Marc Elrick, Founder & CEO of BYOMA. "While collagen masks have gone viral, many focus on quick hydration without supporting the skin barrier. We engineered ours to be clinically backed, barrier-strengthening, and powerful enough to deliver glass-skin results in just 20 minutes. The Shorttime Show is the ideal way to debut it, celebrating the idea that when it's done right, shorter really is better." The campaign launched in phases, beginning with teaser drops across BYOMA's channels and talent channels in late January. The full campaign goes live February 6, 2026 and includes: * A digital-first hero commercial across BYOMA's owned platforms, further amplified on YouTube * Strategic partnership-led amplification on TikTok * A regional TV spot airing exclusively in Seattle, WA during the Big Game * A suite of social cutdowns extending the cultural moment across platforms

Yellow Wood Partners announced the sale of their majority stake in skincare brand BYOMA to Bansk Group. BYOMA, founded by Marc Elrick in 2022, has generated over $500 million in retail sales since its launch. The brand will be divested from Yellow Wood's portfolio company, Future Beauty Brands, but will continue to be led by Elrick. Terms of the transaction were not disclosed. Yellow Wood praised Elrick's achievements and expressed confidence in his continued success.