Mother Dirt inks retail deal with Harvey Nichols

The brand aims to shift the definition of 'clean' beauty away from 'sterile' and towards a balanced biome

Image via Instagram @motherdirt

Microbiome beauty company Mother Dirt has inked a retail deal with luxury department store Harvey Nichols.

The brand uses a patented live strain of good bacteria in its products to help restore skin’s balance.

Its ethos aims to shift the definition of ‘clean’ beauty away from ‘sterile’ towards having a balanced biome.

The launch coincides with Mother Dirt’s pop-up at Harvey Nichols’ Knightsbridge store, which will showcase its product studies.

“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,” said Mother Dirt’s President, Jasmina Aganovic.

“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,” she added.

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

The brand first entered the European market in 2017 through Whole Foods UK and Wellbeing in London.

At its new retail destination it joins Fenty Beauty, MAC Cosmetics, Le Labo, Tom Ford and Dior on Harvey Nichols’ shop floor.

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