Mother Dirt expands footprint in the UK and Ireland

By Simon Pitman

- Last updated on GMT

Getty Images
Getty Images
Microbiome skin care brand Mother Dirt has expended its international reach by launching in the UK and Ireland thanks to an agreement with luxury retailer Harvey Nichols.

The Boston-based strategy will also include a dedicated pop-up at the store’s flagship branch in Knightsbridge, in the West End of London.

The microbiome trend is one of the biggest in the global skin care market right now, having evolved from a tiny niche in a matter of a few short years to become a firm choice with many consumers.

The UK is an important market for skin microbiome brands

Boston, Massachusetts-based Mother Dirt has evolved into one of the leading brands in the US market, where the microbiome skin care category has grown into the most prominent and innovative worldwide.

But the UK is also rapidly emerging, and has become the most important market for the trend in Europe, where brands such as JooMoo, Aurelia and Medik8 are brands that have also made a mark in the country.

What makes Mother Dirt stand out is that the entire product line has to be refrigerated to preserve the live bacteria in the formula, and to highlight this, the company’s hero product, its AO+ Mist, will be showcased in a dedicated refrigerator in each of the Harvey Nichols stores.

Highlighting the benefits of a balanced skin biome

Mother Dirt

Mother Dirt says it aims to help educate UK consumers about the benefits of creating a healthy balanced skin biome by demonstrating how its product line at the pop-up at the flag ship store, throughout the month of August.

"We've seen some really exciting growth in the gut health market in recent years and consumers are witnessing the positive benefits of good bacteria through the use of probiotics. Mother Dirt is a brand born out of research and as a reaction to the rise of skin concerns that have increased with our modern hygiene standards,"​ said Jasmina Aganovic, president of Mother Dirt.

"We enable consumers to take control of their relationship with their skin by restoring good bacteria and maintaining a balanced microbiome."

Research into microbiome is key

The Mother Dirt range was founded following a groundbreaking discovery by MIT graduates, the core technology is based on what the company terms a ‘peacekeeper bacteria’ that traditionally thrived on the skin until modern lifestyles and anti-bacterial soaps removed it.

The research team at the company has proven that its best-selling AO+ Mist can serve to repopulate this bacteria, and then supplemented by the company’s range of basic biome friendly products, can serve to create a healthy skin ecosystem.

 "Research in the next five years will shine a spotlight on the benefits of treating specialised skin concerns with bacteria, and retailers will no longer be able to shy away from offering these solutions for consumers. This is the future of beauty and personal care,"​ said Aganovic.

"We firmly believe, in ten years' time, every beauty counter will have a dedicated area for all of your skin's microbiome needs, likely shifting the retail format to include everything from refrigerators to on-counter skin screening.”

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