Mother Dirt ‘microbiome-friendly’ brand hits Europe

By Lucy Whitehouse

- Last updated on GMT

Mother Dirt ‘microbiome-friendly’ brand hits Europe

Related tags Skin

Mother Dirt, one of the leading brands working in the microbiome space for skin care, has announced it is expanding into Europe.

The US player, having been one of the players at the forefront of the ongoing wave of interest in the potential for skin care products to work with the skin’s natural bacteria, has announced that its complete range is now available across Europe.

The company is retailing in the region across Whole Foods UK locations, in Content Beauty & Wellbeing in London, and available online at

"We've seen a high demand from the European audience since we launched in the US two years ago, and have been eager to bring those consumers a product line developed to support the skin's microbiome,"​ said Jasmina Aganovic, president of Mother Dirt.

"People are starting to realize that our skin, like our gut, needs a balance of good bacteria to be healthy​." Check out our handy guide to the skin microbiome and beauty here​.

What is Mother Dirt offering?

The brand’s core product, the AO+ Mist, is the only product on the market that contains a live culture of Ammonia Oxidizing Bacteria (AOBs). The company claims that this is a type of microorganism that has been lost from human skin with modern hygiene.

The products aim to improve the texture and appearance of many common skin issues within two weeks of use, including sensitivity, blotchiness, roughness, oiliness, dryness and odor.

According to Mother Dirt, with continued use, they can also help reduce dependence on conventional products like soaps and deodorants.

With more health-conscious decision-making consumers in the marketplace, the European probiotic market alone is projected to exceed $20 billion by the end of 2024​,” the brand suggests.

Industry attention

The microbiome is certainly attracting interest from brands, formulators and consumers alike. Indeed, it was the central focus of this year’s in-cosmetics Formulation Summit event​.

Some experts suggest that science around the skin’s microbiome may hold some answers for the challenging situation formulators now face regarding preservative options for beauty and personal care products.

“I feel we are entering a new era where the cosmetic microbiologist becomes a key member of the NPD (new product development) team,​” said one industry expert, formulator Barbara Brockway, in a recent CosmeticsDesign interview​.

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