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MMXV Infinitude: a luxury indie beauty brand built on ingenuity and industry relationships

By Deanna Utroske

- Last updated on GMT

After over a decade formulating for legacy beauty brands, biochemist Mirela Mitan when back to university to study luxury marketing. In 2014 she earned an MBA from the NYU Stern School of Business; and in 2015 launched the luxury, indie skin care brand MMXV Infinitude. At this month’s in-cosmetics Global event in Paris, Cosmetics Design spoke with Mitan about her work.

Mirela Mitan has been attending the in-cosmetics Global tradeshow for as long as she’s been in the industry. And the show’s access to ingredient innovations from around the world is quite important to the brand she has built. “When I developed the [MMXV Infinitude] cream, I always considered it a universal facial treatment, not just because it repairs any kind of skin types and skin problems, [but also because] what I use in the formula is coming from all over the world,” ​Mitan tells Cosmetics Design editor Deanna Utroske.

Mitan describes MMXV Infinitude​ as “a multifunctional, multitasking cream,”​ and explains that her intention “is to simplify the skin care routine without having less benefits.”​ What she has created is “one product / seven solutions. You can use it as a cream, as a serum, a day cream, night cream, moisturizer, lightener…”

Pioneering new skin care is what Mitan does best. Now as an indie beauty entrepreneur, she’s perhaps even more dedicated to finding the “newest and most interesting technology”​ available. “I cannot be successful if I use a technology which everyone already uses,”​ believes Mitan whose cytomimetic formulation technology, which incorporates three kinds of hyaluronic acid with “a very peculiar molecular weight,” ​is in the process of being patented.

Watch our full video interview above to learn what Mitan knowns about ingredient supplier relationships, about creating a new luxury skin care brand, about leveraging skills and connections as a new entrepreneur, and much more.

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DeannaUtroske_Editor_CosmeticsDesign

Deanna Utroske, CosmeticsDesign.com Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.

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