How Beauty Became Obsessed With Bold, Expressive Packaging

In February 2022, as COVID-19 restrictions loosened and consumers itched to bring the life back into dark days, Byoma skin care gained immediate attention. Launching with a sleek, geometric, color-blocked design, the London-based brand immediately made a splash on social media, primarily targeting Gen Z.
According to the brand’s launch agency, its release campaign generated 58 press placements in four weeks, including 14 standalone features and 253 social mentions across Instagram, TikTok