‘Biome-friendly’ beauty range hits European shelves  

Mother Dirt the disruptive personal care brand that created a wave of interest from the 2014 New York Times article “My No-Soap, No-Shampoo, Bacteria-Rich HygieneExperiment,” says its complete biome-friendly product line is now available in the EU and UK.

The range is available online at and exclusively through the retail locations of Content Beauty & Wellbeing in London and all Whole Foods UK locations.

Core product, the AO+ Mist, contains a live culture of Ammonia Oxidizing Bacteria (AOBs), a type of microorganism that, says Mother Dirt, has been lost from human skin through modern hygiene. The supporting products – Face & Body Cleanser, Shampoo and Moisturizer – are all described as certified biome-friendly, and specially formulated to ensure they do not have a negative impact on the ecosystem of the skin.

Mother Dirt says its expansion into the EU is reflects the quick take-off of the “probiotic skincare movement”. Fast category growth rates, its says, are in line with rising awareness of the downsides of over-cleaning and antibacterial wash products, culminating recently in the United States’ FDA ban on over-the-counter use of Triclosan.

“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.”

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About the Author

Jim Manson

Writer & Editor

Jim Manson is editor-in-chief of Diversified Communications UK‘s natural and organic publishing portfolio. He’s written widely on environment and development issues for specialist magazines and national media, including the Financial Times, The Guardian, The Times, and World Bank Urban Age

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