About Us
We’re Dominika and Elsie and we’ve spent the last decade working together across corporate sales roles and building startups. We are the the founders of skincare brand BYBI (which was sold in 2024), as well as the pioneering beauty blog Clean Beauty Insiders, the UK’s leading natural beauty event Clean Cult and published authors of Clean Beauty: 100 Recipes For Your Skin (Penguin, 2017). Our combined experience lies in sales, public speaking, leadership, brand building, raising investment and product development.
Dominika Minarovic | LinkedIn
Splitting her childhood between Australia and Hong Kong, Dominka Minarovic is a truly global citizen. With a passion for writing and journalism, she achieved a Bachelor’s Degree from University of Leeds and Master of Arts in Publishing from University College London. She transitioned from working in the literary world at companies such as Hachette Book Group to sales at Immediate Media (formerly BBC), YuMe Inc, and AdRoll. Upon their introduction, Dominika immediately hit it off with Elsie Rutterford, bonding over wellness, fitness, and a healthy lifestyle.
Elsie Rutterford | LinkedIn
Elsie has a Bachelor’s degree in English & Drama from the University of London. Upon graduating she channeled her love for writing and performing into a career in sales, joining the corporate world at 21 and never looking back. She has worked her way up through various business development roles at startups and big corporates alike, with a specialism in digital media and marketing at tech giants including Groupon, Apple and Facebook. When they met back in 2013 Elsie recognised a kindred entrepreneurial spirit in Dominika and the rest, as they say, is history.
It all started in 2015…
BYBI Co-Founders and serial entrepreneurs Dominika Minarovic and Elsie Rutterford equally embody ethics and innovation. In 2015, they bonded over a shared passion for clean beauty and lifestyle and launched the trend-setting blog, and podcast, Clean Beauty Insiders. They featured skinfood recipes and touted an industry-leading natural perspective on skincare. The platform became the UK’s largest content hub for natural beauty content and led to the authoring of Clean Beauty, published by Penguin and several industry accolades including 30 under 30.
Building on this partnership, they co-founded BYBI Beauty, their skincare brand, in 2017. In order to maintain the integrity of the brand, the duo formulated every product in-house, supervising their own chemist and lab – high-quality natural ingredients in innovative formulations to address overall skin health rather than specific skincare concerns. Boasting a comprehensive range of highly efficacious skincare, BYBI includes a range including masks, moisturizers, boosters, and more.
The VC-backed line immediately resonated with consumers at mega-retailers Target, Boots, Sephora, H&M and their own direct-to-consumer channels in the UK & US. BYBI is the first beauty brand to declare a war on carbon, the number one contributor to the climate crisis, creating their own in-house auditing system, The Susty Score, to assess their entire supply chain. Elsie and Dominika believe that great skincare should not come at the cost of the planet and are not willing to compromise on either product performance or sustainability.
Elsie and Dominika have raised over £5m in funding for BYBI from VC’s such as Unilever Ventures, Manzanita Capital, PE and HNW and have extensive experience in both debt and equity funding. They have a cap table of European, APAC and US investors and their network of investors is global. In 2024, they successfully sold a majority stake to Rebel Rebel conglomerate group of consumer brands. Since 2017, they scaled the brand to multimillion pound revenue and a team of 20.
The pair also have an impressive CV of print media, radio, podcast and TV appearances that can be found here.