If you have read our reviews or were introduced to Mother Dirt through someone you know, you might hear something like this:
"The amount of time I spend maintaining my skin and applying makeup has dramatically decreased." - Sadie
"I’ve used this product for the past 3 months now. I swear I have not used any deodorant since." - Marciano
"My skin is definitely clearer and needs less products." - Katrina
"I won't be using other products anymore and instead this will be my go to." - Katherine
It’s common for Mother Dirt users to cut down on the overall number of products in their personal care routine, especially once incorporating the AO+ Mist. The bacteria in the Mist plays a key role in rebalancing the skin, resulting in a cascade of effects: Skin looks and feels better, which can put us on the path to lower maintenance routines. You simply need less because your skin is doing better on its own.
Because of this, some of our biggest advocates have asked us questions such as: “What products do we actually need?” or “What is the ideal routine?” or “Why do you continue to develop more products for people to use?”
Personal Care Is… Personal
We’ll start off by saying that personal hygiene, is, well... personal. What makes someone feel “clean” and “fresh” is different for each person, and is something that happens subtly, over time. It comes together through a combination of personal preference, needs, and experience, in tandem with personal expression (how we do our hair, makeup, using scented or unscented products, and things of that nature). No two people’s journey will be the same, and no two people’s endpoints will be the same. From the tens of thousands of customer service questions we’ve received, we learned everyone has a different routine, a different starting point, and a different path to how they got there and want to proceed from there.
For these reasons, we believe a person's hygiene routine is their own choice. We don’t want to make everyone do the same thing. Instead, we want to meet people where they are and help give them the information they need so that they can make the right decision for themselves.
What Products Do We Actually Need?
What is the “ideal” routine? So what do we actually need? The true answer is that we (collectively as humans) don’t know. No one really does. First, it’s because “ideal” is subjective. “Ideal” to me might be oriented around saving time for me, but “ideal” to someone else could be maintaining how their skin looks.
On top of that, the premise of what is needed for “general” daily hygiene has not been clearly defined from a scientific perspective. Outside of handwashing, there is very little scientific evidence to justify much of our hygiene and personal care routines. Most of it has instead been shaped by societal pressure and marketing. When we look at this from the perspective of the microbiome we know even less.
Our mission is to create a world where clean comes with healthy. Our goal is to help create a new type of personal care routine, where we recalibrate the meaning of what it means to be clean to incorporate the good of the microbial world, not eradicate it. We, both Mother Dirt and the industry collectively, have a long way to go before we fully understand this bit, but are excited at the potential of what is ahead.
Choose Your Own Basic Daily Essentials
We believe personal care routines that are mindful of the microbiome will be a cornerstone of future formulations. Why? Because it is clear that this ecosystem of microorganisms play an important role in how our skin looks and feels, even if we don’t yet fully understand all its mechanisms. We are here to start taking steps in this direction. Given the unknown, and that everyone’s starting point and path will be different, the best we can do is meet people where they are.
This is why, when we think about our biome-friendly product development roadmap, we are focused on building out the “basic daily essentials” ― the items that the average bathroom will have. This way, we hope, we can create low barriers for people to swap one of their conventional products, for our biome-friendly ones, but only if they so choose.
To walk you through an example of this: Some of the early products we launched with, such as our Cleanser and Moisturizer, are intended to be multi-use, for those looking to maintain a minimalist routine, and users have LOVED the products for those reasons. Then there are other people who loved the products, but were looking for a more specific functionality or wanted to cover a larger surface area. Our Body Wash and Body Oil were formulated with that in mind. These formulas are more effective in texture, packaging, and cost for those individuals.
What You Can Expect From Us
You won’t hear us telling you that you need to adopt a 10-step routine, because we don’t believe that’s what everyone needs to be clean and healthy from a scientific standpoint. But if you love your 10-step routine ― you do you! We don’t tell you to stop either. And despite how passionate we are about each and every product we create, we won’t ever tell you that you have to use all of our products. (Disclaimer ― The only product we will truly insist on is the AO+ Mist because that replaces something important that is not possible to get back through other means.)
We won’t force you into a routine, we just want to make it as convenient as possible for those interested in making swaps to do so. Read what people say about their experience with our products, you will see this ring true. Customers can be thrilled with how their skin looks and feels using just one of our products and nothing else, or love their results using all of our products plus conventional ones.
It all boils down to this: We want to provide the information and the options to make it easy for people to make the best decisions for their lives based on their own journey, values, and budget because personal care is… personal.