Barrier first skincare brand BYOMA is stepping onto television for the first time with “The BYOMA Shorttime Show,” a playful, culture led campaign airing around the Big Game to launch its new Bio Collagen Radiance Facial Mask. The largely digital campaign will culminate in a regional TV spot in Seattle, Washington, marking BYOMA’s official TV debut and a new era of mass visibility for the 2022 founded brand.
Turning a Viral Height Controversy Into a Skincare Moment
The creative spark for The BYOMA Shorttime Show comes from a recent viral controversy: a casting call for on field performers at a major halftime show that specified a “5’7″ to 6’0” height range. That moment ignited a wave of online debate about who gets to be “seen,” which BYOMA has flipped into a celebration of everyone who has ever been told they are “too short.”
That insight became the foundation of The BYOMA Shorttime Show, a campaign that reframes ‘too short’ as a strength and turns cultural exclusion into confidence, the brand explains in the release. The hero of the spot, BYOMA’s Bio Collagen Radiance Facial Mask, promises clinically proven glass skin in just 20 minutes, no waiting, no gatekeeping, and definitely no height requirements.
A Digital First Big Game Play
Rather than buying into the national broadcast frenzy, BYOMA is treating the Big Game as a cultural tentpole while staying true to its digital native roots. The campaign rolled out in phases, “beginning with teaser drops across BYOMA’s channels and talent channels in late January, with the full campaign going live on February 6.”
The full media plan includes:
- A digital first hero ad across BYOMA’s owned platforms, amplified on YouTube
- Strategic creator led amplification on TikTok.
- A regional TV ad airing exclusively in Seattle, WA, during the Big Game.
- A suite of social cutdowns designed to keep the “Shorttime” conversation alive across platforms.
In a meta nod to how beauty content is made today, the campaign was filmed on an iPhone 17and developed in just two weeks, turning a viral cultural moment into a timely tribute to short kings and queens.
Creators Shaping Next Gen Skincare Culture
True to its community first DNA, BYOMA built The Shorttime Show around a cast of digital native lifestyle and beauty creators rather than traditional celebrities. The ad features “a cast of lifestyle and beauty creators shaping skincare culture for the next generation,” with humor, meme aware writing, and visual gags about height anchoring the story.
The goal is to make the spot feel like an extension of the content Gen Z and Gen Alpha already consume, while quietly centering BYOMA’s science led barrier support message. The Bio Collagen Radiance Facial Mask is positioned as the shortcut to “glass skin in 20 minutes,” slotting neatly into the “get ready with me” rhythm of creator led routines.
A New Brand Chapter for BYOMA
For BYOMA, the campaign represents more than a single media buy. “The BYOMA Shorttime Show signifies a pivotal moment for our brand. As our very first TV commercial, it formally marks the beginning of a new chapter in skincare influence, where culturally attuned creators are not merely adhering to beauty trends but are actively defining them for Gen Z and Gen Alpha,” Tara Loftis, Global President and Chief Brand Officer at BYOMA, said.
The release adds that the campaign “not only leans into cultural moments but also highlights BYOMA’s commitment to efficacious, science backed skincare that delivers visible results.”
Founded in 2022 by beauty entrepreneur Marc Elrick, BYOMA has quickly grown as a barrier first, ingredient transparent line that pairs its signature Tri Ceramide Complex with accessible pricing and colorful, Gen Z ready visual branding.
With The Shorttime Show, BYOMA is making a clear bid for mainstream name recognition without losing the internet native humor and inclusivity that helped build its community in the first place.
