Mio Skincare launches Pit Proof deodorant to plug natural beauty consumer demands

Founded in 2014 and bought by The Hut Group in 2017, the vegan skincare model launched its ‘Pit Proof’ 100% natural, aluminium-free deodorant this month, including to its vary of physique washes, scrubs, lotions, oils and tub soaks. Described as an ‘underarm balm’, made out of a mix of oils, plant extracts and minerals, the deodorant was packaged in 70ml eco-tubes, made out of sugarcane-derived plastic, and obtainable on the manufacturers personal web site, Amazon, Lookfantastic, Skinstore and choose stores within the UK and US.Mio Skincare stated the transfer into deodorants would allow it to give prospects “plant-based physique care options from prime to toe”.​‘Lots of people are sceptical of natural deodorants’​Speaking to CosmeticsDesign-Europe, Kirsty Friend, marketing campaign advertising supervisor at Mio Skincare, stated the transfer into deodorants was a “natural match”​ for the model.Friend stated Mio product builders had labored exhausting to make sure the eucalyptus-based underarm balm challenged preconceptions some individuals held concerning the efficaciousness of plant-based deodorants.“Lots of people are sceptical of natural deodorants as they’ve a popularity for not all the time being efficient and shoppers don’t need to take the danger of discovering out,”​ she stated.“We discovered that a number of merchandise available on the market tick some, however not all, necessities that individuals need and wish in a deodorant.”​The ‘Pit Proof Deodorant’ had been designed to ship user-friendliness, an interesting scent, fast drying performance and physique odour-controlling effectiveness, Friend stated.The aluminium-free, eucalyptus-based balm included Siberian pine, candy almond oil, lichen extract, Indian fig extract and Monk’s pepper berry, in addition to one thing known as ‘Sugar Shield Technology’ – a mix of “Rhamnose, Glucose and Glucuronic Acid to assist create a protecting barrier” ​towards physique odour, the agency stated.Tackling actual physique points with moral choices​Asked whether or not Mio Skincare had plans to edge into different beauty classes sooner or later, Friend stated deodorants would definitely not be the final class enlargement within the near-term.“We need to tackle the subjects, taboos and physique components that individuals draw back from and normalise conversations round physique hair, sweat, chaffing and extra,” ​she stated. “…We are trying to develop merchandise that clear up actual physique points, from under-boob sweat to merchandise that assist these with hormonal imbalances.”​Mio Skincare was additionally targeted on tapping into consumer preferences for multiple-benefit merchandise that had real planet and creature-friendly credentials, she stated.“We’re noticing a pattern in the direction of hybrid merchandise. Gone are the times of over-flowing beauty cabinets, it’s all about minimalism and merchandise that carry out,” ​Friend stated. “Consumers now anticipate their merchandise to be vegan, cruelty-free and thoughtful to the planet, which aligns with our personal model values.”  ​Tight purses – ‘customers are understandably extra cautious’​Friend stated it was additionally vital as a model to reply to present instances, the place a cost-of-living disaster was impacting most nations and lots of shoppers had been being compelled to re-evaluate spending patterns. In the cosmetics world, efficacy and cost-effectiveness due to this fact mattered greater than ever, she stated.“Shoppers are understandably extra cautious about how they spend within the present local weather, so individuals are trying for merchandise that present outcomes and aren’t simply advertising fluff.​ “Creating real, unpolished content material that clearly demonstrates the beauty answer your merchandise present is paramount,” ​she stated.The international deodorant market is estimated to be value €80.63bn in 2021 in contrast to €156bn for skincare merchandise, in accordance to market analyst, Statista.


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