Meet the New GBY: Beauty, Wellness, and FORM by GBY
FORM by GBY is LIVE
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FORM by GBY is LIVE ✧
GBY has always been about making it easier to feel good in your own skin. What began as a destination for high-end, low-maintenance beauty has grown alongside the people who come through our doors. Our clients still care about great brows, lifted lashes, glowing skin, and treatments that simplify getting ready, but they are also thinking more seriously about energy, hydration, nutrition, recovery, hair health, and long-term wellness.
That evolution led us to create three distinct paths under the GBY umbrella: GBY Beauty, GBY Wellness, and FORM by GBY. Each serves a different purpose, but all three share the same belief that self-care should feel elevated, effective, approachable, and easy to incorporate into real life.
GBY Beauty
GBY Beauty is where our story began, and it remains the home of the services our clients already know and love. Lash lifts, lash extensions, brow laminations and tints, spray tans, waxing, permanent makeup, facials, and other low-maintenance treatments are designed to help you feel polished without adding more work to your daily routine.
Our approach has always been rooted in real life. A beauty service should carry you through workouts, long workdays, travel, weekends, and everything else on your calendar. The goal is to create results that continue working long after you leave the studio.
As GBY Beauty grows, that same philosophy will extend into a refreshed collection of beauty products and tools. We are developing thoughtful essentials for people who want their beauty routines to move with them, whether they are heading to Pilates, catching a flight, going into the office, or getting ready for dinner.
GBY Wellness
GBY Wellness is the everyday lifestyle side of our expanding world. It was created for the habits and routines that happen between beauty appointments, including the ways you hydrate, nourish yourself, support your energy, and recover.
Wellness products often feel either highly functional or genuinely enjoyable, but rarely both. GBY Wellness is focused on creating products that taste good, travel easily, and fit naturally into routines people already have. Our first releases, GBY Protein Coffee and Functional Frozen Pops, reflect that approach.
GBY Protein Coffee
GBY Protein Coffee was created for mornings when regular coffee is not quite enough, but making a full breakfast or protein shake feels unrealistic. The mocha blend combines coffee with 10 grams of protein per serving, giving your morning cup more staying power while still delivering the caffeine and flavor you expect. It can be prepared as an iced coffee, blended into a smoothie, or mixed with your usual milk or creamer. The goal is to make adding protein to your day feel effortless rather than turning breakfast into another task.
Protein Coffee is currently available for preorder, while FORM members receive complimentary access to select GBY Wellness drops as part of their experience.
GBY Functional Frozen Pops
The Functional Frozen Pops bring the same easy approach to hydration, performance, and recovery. Each pouch includes three flavors created for different moments in the day.
Lemonade is the pre-workout option, made with electrolytes, trace minerals, saffron, B12, and rhodiola rosea. Watermelon Sea Salt supports hydration with electrolytes, trace minerals, and taurine. Strawberry is designed for recovery and combines electrolytes and trace minerals with glycine and GABA. The pops arrive ready to freeze, so there is no mixing, scooping, or cleanup. They are easy to keep on hand for workouts, hot afternoons, travel days, beach coolers, and the moments when plain water feels particularly uninspiring. Just shake, freeze, and enjoy.
Protein Coffee and Functional Frozen Pops are only the beginning. GBY Wellness will continue expanding into supplements, protein powders, collagen, adaptogens, shake add-ins, hydration support, and other daily wellness essentials. For now, active FORM subscribers receive new GBY Wellness products as complimentary gifts, giving them the first opportunity to experience launches such as Protein Coffee and Functional Frozen Pops.
GBY Wellness Events
The GBY Wellness event series is launching in Los Angeles, New York, and San Francisco, with additional cities and collaborations planned. Guests will be able to sample GBY Protein Coffee and Functional Frozen Pops, discover new products before their wider release, meet the GBY and FORM teams, and take part in activations with fitness studios, creators, and complementary wellness brands. The current event concept features Protein Coffee, Adaptogenic Electrolyte Ice Pops, and B12-MIC injections as its core offerings. Guests can taste the products, speak with the team, and experience the difference between GBY Wellness and FORM by GBY.
FORM by GBY
FORM by GBY is the healthcare side of the GBY world. FORM is a telehealth platform designed for paths that require licensed provider oversight, personalized treatment, or access to prescription care. The process begins with a secure online intake covering your goals, medical history, and relevant health information. A licensed provider reviews your responses and determines whether treatment is appropriate. When you are eligible, your provider recommends a plan based on your individual needs.
FORM pathways support areas including metabolic health, healthy aging, energy, recovery, hair health, and long-term performance. GBY Wellness offers lifestyle products that can become part of an everyday routine, while FORM provides medical care that requires provider evaluation and supervision.
Three Paths, One GBY
Creating three distinct paths gives every part of GBY the space and expertise it deserves. GBY Beauty supports your beauty routine, GBY Wellness supports the habits and products that shape your day, and FORM by GBY provides personalized medical guidance when your goals call for provider-led care. Together, they create a more complete version of the brand we have been building all along, with thoughtful support for how you look, how you feel, and how you want to care for yourself over time.
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