Between running her own advertising agency and becoming a mother, Jessica Hoyer just couldn’t seem to get the restful sleep she (and her skin) needed. Enter BYNACHT - the brand she founded in 2017 to optimize sleep and to enable the skin to function at its prime. She filled us in on what makes those nighttime hours so crucial for skin health, the hair brush she can’t live without, and the supplement she takes without fail before bedtime.
Brand name: BYNACHT
Date founded: 2017
Current Location: Germany
What are the words you live by?
Onward in faith. I am a firm believer that faith, paired with a great team and optimism, can take you anywhere.
Who first taught you about beauty and what attracted you to the beauty industry?
My mother, who was into all things organic before it was a trend, taught me everything about having a healthy lifestyle, from the importance of sleep to how to make my own cleanser and what face cream to buy at the health food store. I never intended to be a part of the beauty industry. I created my brand out of my own need to find something that was science based and holistic in its approach to combine sleep and skin. It's been the best ride ever so far!
What was the first product you developed and why did you create it? What was the most important thing you wanted it to have?
I launched with 13 products that I believed were essential to giving my customers a full nighttime skincare routine and a perfect night's sleep. I wanted all of the products to be so effective you could see a difference within one night of use - to me, ingredients are never compromised, no matter how expensive my production may be.
What would you say are the most important lessons you’ve learned since launching BYNACHT?
In terms of being an entrepreneur my biggest lesson was to really listen to my gut and believe in my vision. The second you launch a brand, a million different people tell you how they would do things. Being relentless in believing in my products, ethics and vision was always right for me in the end. I learn daily from the brilliant minds around me- running a worldwide company is teamwork. I am nothing without the people who believed in making a difference with BYNACHT from the beginning.
What was your proudest moment as a founder?
The proudest moment was probably the first time I saw my products on a shelf, but that feeling was nothing compared to real women telling me they love the products and how they have helped them improve their skin and sleep. This is why I am doing this - I want women to wake up with their best skin ever.
What has been your biggest struggle?
The biggest struggle is always the next product- I am a total perfectionist. Creating products that are backed by studies and made with ingredients that are cutting-edge is costly, so that is a struggle too.
What is different about the skin at night that makes this such an effective time to use skincare products?
Every study and scientific finding says that basically everything that is needed for amazing skin (like wound healing and collagen production) only happens at night because it has its own circadian clock. During the day, your skin is in a protective state, warding off elements such as sun damage or oxidation. At night, your skin goes into renewal mode, regenerating new skin cells and cycling in oxygen and nutrients. Collagen and growth hormone production is at a peak, which in turn accelerates skin regeneration and the production of antioxidant enzymes. The bottom line is, support your skin at night with the right products and you will see a dramatic difference in your complexion by day.
What is your best selling product and why do you think that is?
Definitely our Hypercharged Glass Skin Serum
(a worldwide bestseller that we can’t keep in stock). It features an outstanding combination of eight different Hyaluronic Acids and an unmatched combination of 13 different active botanical extracts. I would go as far to say that if you have ever tried it, you will never go back to an “ordinary” Hyaluronic Serum again.
And then there is of course the Sleeping Balm
. It always works and thousands of raving customers don’t lie. It will help you sleep.
Which products are hidden gems and why?
I am a huge fan of our Post Laser and Procedure Ultra Repair Serum
. It’s the strongest repair serum on the market but super gentle at the same time. The clinical studies have been mind-blowing and Plastic Surgeons around the globe recommend it.
What skincare/ haircare/ makeup products are you loving right now and why?
Jessica Richards introduced me to the Manta Hair Brush
. I haven’t been able to live without it since.
How do you wind down at the end of the day?
Whether I have 10 or 30 minutes, I never skip cleansing my face and applying my skincare. I take LivOn’s Lypo-Spheric Magnesium L-Threonate
religiously every evening, too.
I combine this with my relaxing playlist and write down every single “to do” and thought in a little notebook so my head is empty when I go to sleep. That is a game-changer - I feel well prepared for the next day and nothing gets “lost” when I have my morning coffee.
What’s the best advice you’ve ever received?
My grandma always said, “if you want to go on a journey, don’t take advice from someone that has never left their house.”
Who would your dream collaboration be with?
! Her label Monrowe
makes the most gorgeous hats with outstanding craftsmanship, timeless but still contemporary. I already have so many ideas for that.
If you could get a peek into anyones makeup bag, who would it be?
Jess Richards! I would definitely find something new and unexpected and everything that makes it into her bag would have been tried and tested to its core.
What can we expect from the brand in the future? Any exciting news you can share?
A lot of new and exciting products and collaborations are coming, but I can't say too much yet. There are some amazing people involved and I am not allowed to ruin the fun of the launches!
Über Glow Gel Peeling AHA
Reverse Sun Radical Recovery Serum
Post Laser and Procedure Ultra Repair Serum
Overnight Onboard Hydration Mist
Hypercharged Glass Skin Cream