Pure Beauty

Mother Dirt brings biome-friendly range to the EU

By Becky Bargh | Published: 8-Nov-2017

The personal care brand has released its collection via Content Beauty and Whole Foods

US brand Mother Dirt has brought its collection of biome-friendly products to the EU.

The skin care products will go on sale at motherdirt.com and exclusively through Content Beauty & Wellbeing in London and at Whole Foods UK locations.

The AO+ Mist, the company’s hero product, is the only SKU on the market that contains a live culture of ammonia oxidising bacteria, a type of microorganism that has been compromised on human skin due to modern hygiene.

The other products include a Face & Body Cleanser, Shampoo and Moisturiser, which are designed to restore and preserve the good bacteria that is naturally found on skin.

President of Mother Dirt, Jasmina Aganovic, said: “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.

"People are starting to realise that our skin, like our gut, needs a balance of good bacteria to be healthy."

The company attracted attention in 2014 after the article “My No-Soap, No-Shampoo, Bacteria-Rich Hygiene Experiment” was published in the New York Times, outlining the effects of using its bacteria packed products.

The company is attempting to shift the definition of ‘clean’ away from sterility and towards a healthy balanced skin microbiome.

This expansion to the EU is representative of the growth of this developing category in skin and personal care, as well as the health-conscious consumers in the marketplace.

The European probiotic market is projected to exceed $20 bn by the end of 2024.

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