Mio Skincare launches Pit Proof deodorant to meet consumer demand for natural beauty

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

Mio Skincare said switching to deodorants would allow it to give customers “head-to-toe herbal body care solutions”.

“Many people are skeptical of natural deodorants”

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

Friend said Mio product developers worked hard to ensure the eucalyptus armpit balm challenged preconceptions some people had about the effectiveness of herbal deodorants.

“Many people are skeptical of natural deodorants because they have a reputation for not always being effective and consumers don’t want to risk finding out,”she says.

“We’ve found that many products on the market meet some, but not all, requirements that people want and need in a deodorant.”

The “Pit Proof Deodorant” was designed to provide user friendliness, an engaging scent, quick-drying functionality and body odor control effectiveness, Friend said.

The aluminum-free eucalyptus balm included Siberian pine, sweet almond oil, lichen extract, Indian fig extract, and Monk’s peppercorn, plus some something called “Sugar Shield Technology” – a mixture of “Rhamnose, Glucose and Glucuronic Acid to help create a protective barrier” against body odor, says the firm.

Tackling real body issues with ethical offerings

When asked if Mio Skincare plans to branch out into other beauty categories in the future, Friend said deodorants would definitely not be the last category expansion in the near term.

“We want to address the topics, taboos and body parts that people avoid and normalize conversations around body hair, sweat, chafing and more,” she says. “…We seek to develop products that solve real bodily problems, from sweating under the breasts to products that help those who suffer from hormonal imbalances.”

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

“We are noticing a trend towards hybrid products. Gone are the days of overflowing beauty product shelves, it’s all about minimalism and high-performance products,” said a friend. “Consumers now expect their products to be vegan, cruelty-free and eco-friendly, which aligns with our own brand values. »

Tight markets – “buyers are naturally more cautious”

Friend said it was also important as a brand to respond to current times, where a cost of living crisis was affecting most countries and many consumers were being forced to reassess their spending habits. In the world of cosmetics, therefore, efficiency and cost-effectiveness matter 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 deliver results and aren’t just marketing.

“Creating authentic, unrefined content that clearly demonstrates the beauty solution your products provide is paramount,” she says.

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

Donovan B. Sanford