Why British beauty brand loved by Gwyneth Paltrow and Hailey Bieber says America beats UK for business
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British wellness brand Lyma says its business is booming in the United States — as its founder blasted the UK for stifling innovation and warned that Britain is falling behind.
Lucy Goff, who launched the $6,000 FDA-cleared Lyma Laser Pro in America this year, said the US’s regulations for beauty products and more image-driven culture make it far easier to succeed.
'In the US, we can say the Laser PRO changes the structure of the skin and promotes cellular renewal,' she said.
'In the UK and EU, regulations forbid us from making the same claims even though the science is identical.'
The device, a high-tech handheld tool designed to boost skin health and repair, has become a sensation since its US debut in April.
Sales have exceeded forecasts by 40 percent, and more than 16,000 Americans joined the waitlist — signaling potential demand of more than $100 million.
The surge has pushed America to account for three-quarters of Lyma’s global revenue, helping to fuel growth in Australia and Canada. Earlier this month, the company earned recognition from Fast Company as a Next Big Thing in Tech.
Goff said the brand’s success in America also highlights the strength of the US consumer.
Carey Mulligan, 40, is a British-born Hollywood actress and fan of the Lyma Laser Pro
Miranda Kerr, 42, the Australian model and former Victoria's Secret Angel, has been using Lyma products
The Laser Pro took 18 months to secure FDA clearance, but Lyma said the regulatory process has been transformative.
Goff described it as 'the innovation paradox: British innovation, American expansion.'
The company conducts research and development in the UK, but regulatory restrictions at home limit how it can market emerging health technologies.
Cultural differences also favor the US. Lyma said American consumers view investing in wellness as aspirational, while in the UK it is often seen as frivolous.
'America is better because the consumer is,' Goff said. 'It's celebrated to invest in yourself.'
Breaking into the US market required additional strategies. Celebrity endorsements, including from Martha Stewart, and partnerships with dermatologists and plastic surgeons helped build credibility.
Lyma said it is planning its first US holiday pop–up in Tribeca in New York City and aims to expand through department stores and luxury hotels.
The pop-up will offer the Lyma Lift, a high-end facial in which beauticians use the Laser PRO — a treatment normally reserved for celebrities.
Rosie Huntington-Whitley, 38, the model and actress, got Lyma Laser PRO when it first went on sale in the UK last year
Visible results: Using the device for 45 minutes a day for three months, this user saw fewer lines around her mouth, better elasticity and tone, and improved radiance.
'I am completely humbled by the reception we have had from our US customers, friends and fans since the launch of the Laser PRO six months ago,' Goff said. Photo shows the Laser being used by a model
Lyma has a range of products from supplements to face creams to lasers that kill wrinkles
'America rewards ambition,' Goff said. 'The UK still makes it hard to talk about, let alone sell, medical–grade innovation.'
Lyma gained a following among beauty fans and celebrities – also including Kate Hudson — after launching a $255–a–month daily supplement in 2018. A $2,695 at–home laser, a smaller version of the Pro, followed in 2020.
In 2023, came Lyma Skincare, which costs $655 for a starter set of 50ml serum, which users put on first, and 50ml cream. Both come in the brand's distinctive gold packaging, with refills $590.
Using it morning and night, with three pumps of each, makes that amount enough for 30 days, Goff said. It also makes it close to $7,145 a year.
