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Aug 1, 2019
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Mother Dirt beauty launches at Harvey Nichols as microbiome interest rises

Aug 1, 2019

Upscale UK department stores are continuing their drives to attract more niche and exclusive brands and with that in mind, American beauty brand Mother Dirt is launching at Harvey Nichols across Britain and Ireland today (August 1).

Mother Dirt

The Boston-based brand, which is at the affordable end of the prestige market, specialises in microbiome-supporting products. This is currently one of the fastest-growing areas of skincare research, with the firm saying it's “set to transform consumer interest and the retail experience worldwide.”

It’s important for Harvey Nichols too as it’s the retailer’s first-ever probiotic skincare launch, we’re told. 

The debut will be accompanied by a pop-up store in the Knightsbridge flagship until October, where the brand’s hero product, AO+ Mist, “will be showcased in a refrigerator to keep the live culture active.”

The company said that it’s “shifting the definition of clean [beauty] away from sterile and toward a healthy, balanced biome, [so that] visitors to the pop-up will see how studying the past allowed Mother Dirt to reimagine a future for skin health that's holistic, and filled with good bacteria — the way nature intended.”

Mother Diret president Jasmina Aganovic added: “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.”

She added that the brand was founded “after a groundbreaking discovery by MIT graduates,” and that the line “has a unique, research-backed offering in the personal care market.”

Its core tech is based around a “peacekeeper bacteria” (ammonia-oxidising bacteria) “that thrived on our skin for most of human existence, until indoor lifestyles and modern personal care products removed it over the past century.”

We’re told that double-blind cosmetic studies “demonstrated the important role this peacekeeper plays in balancing all dry, oily, and sensitive skin types, while improving the look and feel of the skin, promoting normal pH, and helping reduce dependence on conventional products.”

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