Mother Dirt, the innovative personal care brand proposing live probiotic skincare and haircare products that nurture the “good bacteria of the skin” is launching its complete product line in the EU and UK online at motherdirt.com and exclusively through the retail locations of Content Beauty & Wellbeing in London and all Whole Foods UK locations.
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), a type of microorganism that - according to the brand - has been lost from human skin with modern hygiene. The supporting products - Face & Body Cleanser, Shampoo and Moisturizer - are all certified biome-friendly, and specially formulated to ensure they do not have a negative impact on the ecosystem of the skin.
As a pioneer in the probiotic skincare movement, Mother Dirt’s expansion into the EU is representative of the quick growth of this expanding category in skincare and personal care. 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. “This is in line with rising awareness of the downsides of over-cleaning and antibacterial wash products. 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."