British influencer Victoria Magrath is making a confident leap into beauty with the launch of her own brand, ByFROW, debuting on 18 November. Best known for founding the award-winning fashion, travel, and beauty blog Inthefrow in 2012, Magrath channels over a decade of her refined, luxury-leaning aesthetics into a collection that feels deeply personal, yet remarkably universal.
For Magrath, this venture isn’t simply about creating a product line; it’s the realization of a long-held ambition. As she explains, launching her brand “had to be more than just a brand.” The journey began back in 2020, when she set out to craft a product she felt was missing from her own beauty kit. That single endeavor unfolded into a broader vision: a brand rooted in her core values of practicality, performance, and a relaxed “girl-next-door” makeup philosophy.
ByFROW’s identity is centered on an edit of high-performance multitaskers with products that combine efficacy with ease, designed for real life rather than the beauty shelf alone. The debut range, a labor of love five years in the making, comprises the Pigment Pencil, the Lip Companion, and the Onthego Cup. These items will premiere via LTK, the exclusive social shopping platform for the launch.
The Lip Companion is a silky, ultra-hydrating balm that brings both nourishment and subtle minty freshness. Its formulation includes jojoba oil, vitamin E, baobab oil, castor oil, and mint—blending hydration, antioxidant care, and a gentle cooling finish. Available in two shades, Clear and Golden, the Lip Companion is framed as a complementary product, built to support existing lip favorites rather than replace them.
The Pigment Pencil, on the other hand, is a flexible, multi-use color tool that can function as a classic lip liner, an all-over lip shade, or even a soft blush. Layering it with the Lip Companion gives a dewy, more wearable effect, while its semi-matte finish delivers what Magrath describes as a “your-lips-but-better” result. The formula is designed for comfort: waterproof, infused with vitamin E and plant-based waxes, and made to last without flaking or drying out. The shade range is thoughtfully neutral and soft—from Chai Latte to Cherry Berry, including tones like Toasted Rose, Baked Cinnamon, Milk Chocolate, Dark Roast, and Pink Sorbet.
Conscious of modern ingredient concerns, ByFROW ensures both the Lip Companion and the Pigment Pencil are vegan and cruelty-free and free from parabens, microplastics, silicones, sulfates, and other less desirable additives. The attention to ethical formulation reflects Magrath’s commitment to a brand that feels genuine, not just to her values but to her audience’s.
In a savvy move, early access to ByFROW opens on 18 November via their website for those who pre-sign up, and then the full range goes on sale more broadly from 19 November. Prices are accessible, too, spanning between £18 and £22, making the brand’s luxe-but-real philosophy tangible for a wide audience. While the initial launch focuses on the UK, Magrath has indicated that a U.S. rollout will likely follow.
ByFROW feels like the natural next step in Victoria Magrath’s evolution, a seamless progression from digital tastemaker to beauty brand visionary. This first collection reads like a personal tribute to her audience, capturing the essence of her signature style and transforming it into wearable, everyday beauty.
For her loyal followers and beauty lovers alike, ByFROW arrives as a confident promise. It offers high-performing staples created with the finesse of a seasoned creator while remaining grounded in real-world practicality. Each product feels intentional, refined, and designed to become a trusted part of a daily routine, making the brand feel instantly indispensable from the moment it launches.
