  We consider the radiative decay b \to s \gamma in a supersymmetric extension
of the standard model of particle interactions, where the $b$-quark mass is
entirely radiative in origin. This is accomplished by the presence of
nonholomorphic soft supersymmetry breaking terms in the Lagrangian. As a
result, the contributions to the b \to s \gamma amplitude from the charged
Higgs boson and the charginos/neutralinos are suppressed by 1/\tan^2\beta and
{\cal O}(\alpha/\alpha_s) respectively, allowing these particles to be lighter
than in the usual supersymmetric model. Their radiatively generated couplings
differ from the usual tree-level ones and change the collider phenomenology
drastically. We also study how this scenario may be embedded into a larger
framework, such as supersymmetric SU(5) grand unification.
