The company originates from the US and has built a skin care range around fitness and the demands of women when they work out with various other, with products such as a muscle recovery gel as well as these wipes, which it has brought to the UK.
“We created the Mio Gym Kit for the ‘woman-on-the-go’ who wants to feel refreshed after the gym or a long flight, or who needs a quick pick-me-up at any time of the day,” says Jill Dunk, cofounder of Mio Skincare.
Having just been introduced to the UK market this year, the product has also been named the Datamonitor Consumer Product Launch Analytics innovation of the week.
“This launch may capitalize on recent publicity on the negatives of daily showering, which include washing away ‘good’ bacteria from the skin, drying out the skin and hair, and wasting copious amounts of precious water,” comments Datamonitor Consumer innovation insights director, Tom Vierhile.
He also adds: “The concept of a pre-workout wipe for removing make-up and a post-workout wipe to freshen up and remove sweat is unique, and may help this wipe gain a permanent spot in the gym bag.”
There have been some studies that suggest showering on a daily basis, particularly with hot water, can actually be bad for your skin (here’s a lovely Buzzfeed article explaining this study), so Mio says its Clean Slate Workout Swipes eliminate the need for a shower and are beneficial to the skin since they include probiotics to help improve skin balance and also moisturise.
The ‘Swipes’ are designed to let the user save time and skip the post-workout shower by using a jumbo-sized wipe to remove dirt, sweat, and make-up from skin.
Claimed to be gentle to the face, but powerful enough for underarms, these biodegradable and compostable wipes are free of parabens, phthalates, and synthetic fragrances.
They are also designed to exfoliate to remove pore-clogging dead skin cells, which can contribute to post-workout acne, and contain probiotics to help restore healthy pH balance to skin.
The on-the-go trend is one that has taken off over the last few years and has opened up a category for body wipes.
Five years ago, entrepreneur Stu Jolley launched Wingman wipes targeting men on-the-go with male deodorising wipes , which achieved fame through success on a BBC television show, attracting retailer Boots as well as investment from male grooming brand King of Shaves.