NEW YORK, June 24 — BYOMA, the barrier-boosting skincare brand, and Barry’s, the fitness company that calls itself the Best Workout in the World, have teamed up for a month-long Pride celebration across studios in the United States, Canada and the United Kingdom. The partnership, running throughout June, is built around movement, self-care and community. It brings together two brands united by a shared focus on inclusivity and self-expression.
BYOMA’s positioning rests on the belief that confidence starts with healthy skin. Barry’s, as ever, provides the high-intensity workout format.
The technical reality of the collaboration is straightforward: exclusive classes, community events, product sampling, and Pride celebrations at participating studios across three countries. The detail that matters is the geographic spread. This is not a single-market activation.
BYOMA and Barry’s are running the programme simultaneously in the United States, Canada and the United Kingdom. That gives the partnership genuine scale for a month-long campaign.
Under the hood, the partnership is designed to fuse skincare with fitness culture. BYOMA’s product sampling at Barry’s studios puts barrier-boosting formulations directly into the hands of people who have just finished a workout. The logic is sound: post-exercise skin is primed for recovery, and the brand’s messaging around confidence aligns neatly with the gym environment.
Barry’s brings the community infrastructure. Its studios function as gathering places, not just workout spaces. The exclusive classes and community events give the partnership a physical, in-person dimension that many brand collaborations lack.
Pride Month provides the thematic anchor. Both brands are leaning into self-expression and inclusivity as core values.
The celebration component is not incidental — it is the organising principle for the entire month’s programming. The partnership was announced June 24, with activity already underway at participating locations. BYOMA, a relatively young player in the skincare space, has been building its reputation around barrier health and ingredient transparency.
Barry’s, the established fitness brand, brings the audience and the physical footprint. One wry observation: the collaboration marries two industries that rarely intersect in a structured way.
Skincare brands typically partner with beauty retailers or influencers. Fitness brands partner with apparel or nutrition companies. BYOMA and Barry’s are betting that the overlap between people who care about their skin and people who care about their workouts is larger than conventional marketing wisdom suggests.
For informed readers, the strategic logic is clear. Barry’s clientele skews towards the health-conscious, design-aware demographic that BYOMA targets. The partnership gives BYOMA access to that audience in a context where they are already thinking about body maintenance and self-care.
Barry’s, in turn, gets a skincare partner that can offer tangible product benefits rather than just branding. The programme runs through the end of June.
Whether the partnership extends beyond Pride Month remains unstated. For now, the focus is on the current activation across three countries and dozens of studios.
Sources
- BYOMA and Barry's Team Up for Pride Month to Celebrate…
- LGBTQ Pride Month: Everything you should know about its history
