In 2004 we set out to develop a colour cosmetic brand that customers could relate to, look to for trends, grow up with and trust, have fun with and most importantly afford. BYS was created and by its very design, captured our hearts.

Designed and developed in Melbourne, BYS is a privately owned, family operated, 100% Australian subsidiary of GFA (Aust) Pty Ltd. Today, BYS is available in more than 25 countries all over the world, making it one of the fastest growing & most exciting cosmetic brands in the market. We are continuing to build strong distribution partners on a global scale and invest heavily in the brand.

We are focused on new product development and ‘fashionability’ and we are not afraid to play with colour. We are 100% cruelty free and do not test on animals. We are also working hard to ensure that the majority of our product offer is vegan friendly and hypoallergenic.


BYS values good quality and great packaging but most of all we value fun, fashion and affordability. We are passionate about cosmetics, we pride ourselves on new product development and producing cruelty free products. We love experimenting with product and we love colour!


BYS aims to fill the void in the global market for being fast to market with exciting, on-trend, innovative colour cosmetics. We are proving that it is possible to produce fun, fashion forward, quality cosmetics at affordable prices.