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My Magic Mud: the indie beauty brand using dirt to get people clean

By Deanna Utroske

- Last updated on GMT

Related tags Indie beauty Clay Oral care DIY

This week, My Magic Mud is exhibiting at the Indie Beauty Expo in New York City. But Cosmetics Design caught up with CEO Jessica Arman last month in Las Vegas, Nevada, to learn how this dirt-based beauty brand that launched with a single product—a tooth cleaning powder—in 2013 has grown.

The use of clay, soil, mud, silt, ash, peat, etc. in personal care product formulations is something that Cosmetics Design has been keeping an eye on for some time now. (Find out more in this industry trends video​ from late 2017.) And My Magic Mud is distinctive with regards to such formulations because every one of the brand’s products is made with some variety of clay.

The brand has expanded it oral care line over the years and recently launched a dedicated collection of kids’ toothpastes. Jessica Arman, CEO of My Magic Mud believes that kid-focused oral care products can “really help set a foundation for good oral health,” ​as she tells Cosmetics Design editor Deanna Utroske in the above video interview (filmed at Cosmoprof North America this July in Las Vegas, Nevada).

And My Magic Mud has expanded into conventional skin care and body care products, all of which are also formulated with clay. Plus, there’s a small DIY skin care line, comprised of raw ingredients like bentonite clay and activated charcoal. “We did a lot of research into the market;” ​says Arman, “and we found that I Gen [people born between 1995 and 2012], Generation X, and Millennials are really big in to do-it-yourself, do-it-at home….We found that there was a miss in the market. And, that was our leap into beauty”

Learn more about My Magic Mud by watching the video interview above.



Deanna Utroske, 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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