MiR

ミアー

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株式会社MiR

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About the brand

[3-in-1 wipe-off serum face wash] A new habit of skin care that cleanses, cleanses, and introduces serum in one bottle.

[Frictionless× high moisturizing] The formula gently wipes off with a thick serum and moisturizes the face at the same time. You can get "skin that looks like you've put your hands on it" in a short time.

[European wipe-off beauty culture] The representative who studied beauty in the United States and Germany redesigned the European wipe-off beauty culture for Japan based on his own skin problems.

More about the Brand Owner

熊谷真理

MARI KUMAGAI

He lived in the United States and Germany for 9 years and obtained an esthetician license in New York State. She studied makeup, nutrition, and color science at a beauty school in New York, and worked as an esthetician at a five-star salon in Munich, Germany. As he has been dealing with skin problems for many years, he has realized the importance of "skin care that does not remove too much". Inspired by European wipe-off beauty culture, MiR was launched. I believe that the preparation of the skin affects not only the appearance but also the way you feel and live. While enjoying aging positively, he proposes a lifestyle where you can be beautiful in your own way without overdoing it.

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Why are we doing?

What are we doing?

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Why are we doing?

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MiR is a skin care brand that was born out of the CEO's own skin concerns.

While living in the United States and Germany for about 9 years, I obtained a New York State Esthetician license and studied makeup and nutrition at a beauty school. After that, I worked as a therapist in a salon in Germany and gained experience in beauty.

On the other hand, the representative himself has been suffering from rough skin for many years and has tried various skin care products. In such a situation, I came across the culture of wiping beauty centered on "micellar water", which is widely used in Europe.

Unlike Japanese face washing, which is supposed to be washed off, I came across the idea of "skin care that doesn't remove too much" by being exposed to simple care that gently removes dirt without rubbing the skin.

Based on this experience, we developed a wipe-off serum facial cleanser "MiR Aqua Cleansing Serum" that fulfills the role of cleansing, facial cleansing, and introductory serum in one bottle as a formula tailored to Japanese skin types and lifestyle habits.

With a thick serum design that does not feel friction, it proposes a new skin care routine that can be used as a face wash on busy mornings.

What MiR values is "beauty that doesn't overdo it".

I believe that the preparation of the skin affects not only the appearance but also the way you feel and live. We want to increase the number of people who can enjoy aging positively through skin care that allows them to continue comfortably in their own way even in their busy daily lives. We are growing the brand with that in mind.

What are we doing?

The starting point of MiR's product creation was the concept of "skin care that doesn't drop too much."

Many cleansers and face washes are aimed at removing dirt thoroughly. However, if you remove too much, it is not uncommon for the skin to be deprived of moisture and the barrier function to be disturbed. At MiR, we aimed to formulate a formula that gently removes only unnecessary dirt while protecting the moisture needed by the skin.

In giving shape to that idea, we took a lot of time to develop textures. Many general wipe-off skin care products are in the form of a smooth lotion, and many people say that friction is a concern. At MiR, we wanted to create a serum-like thickness that creates a soft cushion between the cotton and the skin, so that it does not feel friction.

However, it took a lot of trial and error to arrive at the ideal texture. At that time, the CEO lived in Germany and was working on development while communicating online with Japanese OEMs. Due to time differences and distance constraints, we repeatedly adjusted the formula and repeatedly recreated the prototype. We proceeded with development while valuing the desire to create something that surprises the moment you use it, rather than a common product.

In addition, we are considerate of being gentle on the skin and aim to formulate it that is easy to use even for people with sensitive skin. In addition, by confirming the formulation content with JETRO and proceeding with development, we are designing a formula that can be expanded overseas such as Europe and the United States in the future.

Nowadays, we have received happy comments such as "the concept of wiping has changed" and "the skin is moisturized as if it had been applied with serum". MiR values creating products that make people feel small surprises and comfort in their daily skincare routine.

Commitment to the product

MiR Aqua Cleansing Serum is a wipe-off serum face wash designed to remove dirt while protecting skin moisture. Since many people are concerned about "friction" and "dryness" when it comes to wipe-off skin care, MiR has developed it with a focus on both formula design and usability.

Key features of MiR

• Highly moisturizing design with 94.8% serum ingredients

The formula is not tight even after wiping and is easy to feel moisturized.

• Thick texture that does not feel friction

It thickens like a serum to create a cushion between the cotton pad and the skin, and gently wipes it off.

• 3-in-1 design for cleansing, facial cleansing, and introducing serum

Simple care that takes the first step in skin care with just one bottle. W No need to wash your face, Matsuek OK.

• A new habit that can also be used as a morning wash

Even on busy mornings, just wipe off your face with a cotton pad to complete your face wash.

• Multi-use in environments where water is not available

It can be used to suit your lifestyle, such as on the go or on the go. Compatible with soft and hard water.

• 8 additive-free formulas designed to be gentle on the skin

No mineral oil, ethanol, silicone, synthetic colorants, synthetic fragrances, parabens, UV absorbers, or petroleum-based surfactants.

Who are supporting us?

• Busy working women (office workers, office workers)

For those who want to shorten the preparation time in the morning, it is supported as a time-saving care that allows you to wash your face with just wiping.

• Moms raising children

It is chosen by those who are busy with housework and childcare but want to continue their skin care with simple steps.

• Skin-friendly, sensitive skin, and organic-minded individuals

It is supported by a thick texture that does not feel friction and a formula that removes dirt while protecting moisture. We are particular about additive-free formulas and are used by people with sensitive skin. If you are concerned, we recommend that you do a patch test before use.

• Those who want to review their face washing in the morning

From the habit of "only water and lukewarm water in the morning", more and more people are incorporating it as a morning wipe care to prepare the skin.

• Those who are aiming for a no-foundation

It is also supported by those who want to improve their skin condition and keep their base makeup as simple as possible through daily skin care.

• Minimalist skincare oriented

It is chosen by those who want to prepare their skin with simple care without increasing the number of items.

• Travelers who travel a lot or travel a lot

It can be used in environments where water is not available, so it is also used as a skincare product on the go or on the go. Because it is compatible with hard water, it is also used as a substitute for facial cleansing in hard-water regions such as Europe.

• Just in case

In preparation for disasters, more and more people are putting them in disaster prevention bags. Since it does not need to be rinsed off, it is a convenient item to have one as a precaution or as a skin care item when hospitalized.

MiR wants to be a product that fits your lifestyle as a skin care that can be easily continued even in your busy daily life.

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More about the Brand Owner

熊谷 真理

MARI KUMAGAI

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