Elsie Rutterford

Elsie Rutterford is the co-founder of BYBI Beauty, a London-based skincare brand founded in 2017.13 She started the company with her business partner Dominika Minarovic, focusing on creating natural, vegan, and cruelty-free skincare products.24

Elsie's background includes:

1. Experience in digital advertising, having worked at companies like Apple and Facebook.1
2. Co-founding Clean Beauty Insiders, a blog, book, podcast, and Instagram account dedicated to clean beauty.1
3. Co-authoring the book "Clean Beauty: 100 Recipes For Your Skin" published by Penguin in 2017.5

At BYBI, Elsie and Dominika emphasize sustainability and low-carbon production methods.4 The company has gained international recognition, with products sold in major retailers like Target, Sephora, Holland & Barrett, and Boots.4

Elsie is passionate about making natural skincare affordable, fun, and approachable.1 She is involved in formulating products in-house, working with a chemist in their London lab to ensure product integrity.1