Mother Dirt is expanding — the skincare and personal care product line is now available in the European Union and in the UK, exclusively at Content Beauty & Wellbeing in London and all Whole Foods UK locations.

The brand says it is a pioneer in the probiotic skincare movement. “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.”

The brand’s core product, the AO+ Mist, is the only product on the market that contains a live culture of Ammonia Oxidizing Bacteria (AOBs), a type of microorganism that has been lost from human skin with modern hygiene, according to the company. T

The brand’s Face & Body Cleanser, Shampoo and Moisturizer are all certified biome-friendly, and specially formulated to ensure they do not have a negative impact on the ecosystem of the skin. The products improve the texture and appearance of many common skin issues within two weeks of use, including sensitivity, blotchiness, roughness, oiliness, dryness and odor. 

Imelda Burke, founder of Content Beauty & Wellbeing says, “We are excited to be stocking Mother Dirt, leaders in restoring and maintaining the skin’s good bacteria. This is an area our customers are particularly interested in and we think it is the future of intelligent skincare.”