US-based personal care brand Mother Dirt launches in UK

US-based personal care brand Mother Dirt has launched its entire portfolio of biome-friendly products in the UK.

The products are available through its e-commerce site, Content Beauty and Wellbeing retail stores in London, and all Whole Foods locations in the country.

The firm is targeting the European probiotic market, which is estimated to reach more than $20bn by the end of 2024.

Mother Dirt president Jasmina Aganovic said: “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.

“People are starting to realise that our skin, like our gut, needs a balance of good bacteria to be healthy.”

Mother Dirt products are formulated to restore and maintain the good bacteria that are naturally present on the skin.

The firm’s core product is the AO+ Mist, which contains live culture of a microorganism called Ammonia Oxidising Bacteria (AOB) that is said to be lost from the skin due to modern hygiene.

In addition, Mother Dirt offers biome-friendly face and body cleansers, shampoos, and moisturisers.

Within two weeks of use, the products are claimed to improve texture and appearance of skin concerns such as sensitivity, blotchiness, roughness, oiliness, dryness, and odour.