BYyu was founded by Daniel Mostyn, Principal Creative Director, to bring the expertise behind a custom haircare brand together through one agency.

A hairdresser and cutting educator with more than 28 years in the industry, Daniel understands the relationship between a professional, their products and the people in their chair. He has trained thousands of cutters, with a career shaped by training and working across Paris, London, Hong Kong, New York, Los Angeles and Sweden.

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That experience informs the way we build: with a clear point of view, an understanding of product performance and close attention to the people who will use the range.

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THE FIRST BRAND.
THE HARDEST LESSONS.

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In 2008, Daniel created his first product range. He invested more than $400,000 and coordinated over 15 separate companies to bring it to life.

There was no clear blueprint. Finding the right people, testing suppliers, connecting decisions and keeping the vision intact took persistence, trial and error, and a significant investment of time and money.

The experience left him with a conviction: there had to be a better way to do this.

BYyu grew from that conviction.

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BUILDING BRANDS SINCE 2011.

Since 2011, Daniel has worked on brands for global retailers including Urban Outfitters, Topshop and American Eagle Outfitters, alongside celebrity hairdressers, independent salons, artists and TikTok creators and consulted large global professional haircare brands on strategy, Brand and marketing. 

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Across that work, Daniel and his team have touched almost every part of the consumer-facing haircare experience, from the formula and fragrance to the packaging, campaign, education and online store.

In 2019, BYyu officially launched as the agency that brings those disciplines together. Today, that breadth of experience supports every founder we work with.

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SPECIALIST EXPERTISE.
ONE SHARED DIRECTION.

Behind each BYyu brand is a team and partner network assembled around the work: perfumers, designers, packaging engineers, chemists, laboratories, global manufacturers and logistics specialists.

Led by Daniel, we connect their expertise through a clear creative and commercial direction. Decisions move together. The fragrance belongs with the formula. The packaging expresses the identity. The campaign and website tell the same story.

You have one agency coordinating the build, keeping the details connected and guiding you through the decisions that shape your brand.

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ONE CREATIVE VISION.
PERSONALLY CONNECTED TO EVERY DETAIL.

Daniel is the person you work with from start to finish. He leads your first immersion day, guides the decisions ahead and stays personally connected to your brand through to launch.

As both Creative Director and a photographer with 15 years of campaign shooting experience, he helps shape your brand’s world, and captures it through the lens. He is also the hairdresser testing your product samples before they reach your hands, drawing on decades of experience to assess how they feel, perform and work in the salon.

Behind the scenes, Daniel orchestrates the entire hive of specialists working on your brand. He connects the chemists, perfumers, designers, packaging engineers, manufacturers and creative team, keeping their work aligned with your vision.

From the first whiteboard session to formulation feedback, fragrance, packaging, campaign imagery and your online store, you have one consistent relationship. The person who understands your original vision is the same person bringing everyone together to deliver it.

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A FEW BRANDS AT A TIME.
OUR FULL ATTENTION.

We deliberately take on a limited number of builds at a time. It gives us the space to understand each founder, explore their ideas properly and stay close to the details throughout development.

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Our process is calm, collaborative and deeply considered. There is room to ask questions, experience samples, refine the direction and make informed decisions.

Every founder brings a different ambition. Our role is to give it the attention, expertise and direction it deserves.

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YOUR VISION. OUR NEXT CONVERSATION.

Whether you’re a salon owner ready to create your first range or a creative founder with a distinct point of view, we’d love to hear what you have in mind.

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Book your complimentary 15-minute discovery call with Daniel Mostyn / 

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A BRAND BUILT FOR YOU.