Plant-based body care ‘from top to toe’: Mio Skincare rolls into deo space

Founded in 2014 and acquired by The Hut Group in 2017, the vegan skincare brand launched its ‘Pit Proof’ 100% natural, aluminium-free deodorant this month, adding to its range of body washes, scrubs, creams, oils and bath soaks. Described as an ‘underarm balm’, made from a blend of oils, plant extracts and minerals, the deodorant was packaged in 70ml eco-tubes, made from sugarcane-derived plastic, and available on the brands own website, Amazon, Lookfantastic, Skinstore and select retail outlets in the UK and US.

Mio Skincare said the move into deodorants would enable it to give customers “plant-based body care solutions from top to toe”.​

‘A lot of people are sceptical of natural deodorants’​

Speaking to CosmeticsDesign-Europe, Kirsty Friend, campaign marketing manager at Mio Skincare, said the move into deodorants was a “natural fit”​ for the brand.

Friend said Mio product developers had worked hard to ensure the eucalyptus-based underarm balm challenged preconceptions some people held about the efficaciousness of plant-based deodorants.

“A lot of people are sceptical of natural deodorants as they have a reputation for not always being effective and consumers don’t want to take the risk of finding out,”​ she said.

“We found that a lot of products on the market tick some, but not all, requirements that people want and need in a deodorant.”​

The ‘Pit Proof Deodorant’ had been designed to deliver user-friendliness, an engaging scent, quick drying functionality and body odour-controlling effectiveness, Friend said.

The aluminium-free, eucalyptus-based balm included Siberian pine, sweet almond oil, lichen extract, Indian fig extract and Monk’s pepper berry, as well as something called ‘Sugar Shield Technology’ – a blend of “Rhamnose, Glucose and Glucuronic Acid to help create a protective barrier” ​against body odour, the firm said.

Tackling real body issues with ethical offerings​

Asked whether Mio Skincare had plans to edge into other beauty categories in the future, Friend said deodorants would certainly not be the last category expansion in the near-term.

“We want to take on the topics, taboos and body parts that people shy away from and normalise conversations around body hair, sweat, chaffing and more,” ​she said. “…We are looking to develop products that solve real body issues, from under-boob sweat to products that help those with hormonal imbalances.”​

Mio Skincare was also focused on tapping into consumer preferences for multiple-benefit products that had genuine planet and creature-friendly credentials, she said.

“We’re noticing a trend towards hybrid products. Gone are the days of over-flowing beauty shelves, it’s all about minimalism and products that perform,” ​Friend said. “Consumers now expect their products to be vegan, cruelty-free and considerate to the planet, which aligns with our own brand values.”  ​

Tight purses – ‘shoppers are understandably more cautious’​

Friend said it was also important as a brand to respond to current times, where a cost-of-living crisis was impacting most countries and many consumers were being forced to re-evaluate spending patterns. In the cosmetics world, efficacy and cost-effectiveness therefore mattered more than ever, she said.

“Shoppers are understandably more cautious about how they spend in the current climate, so people are looking for products that provide results and aren’t just marketing fluff.​ 

“Creating genuine, unpolished content that clearly demonstrates the beauty solution your products provide is paramount,” ​she said.

The global deodorant market is estimated to be worth €80.63bn in 2021 compared to €156bn for skincare products, according to market analyst, Statista.