Miamo Has Landed in the UK
Italian beauty brand Miamo has officially landed in the UK, bringing with it a structured, protocol-led approach to skincare.
If that sounds a little clinical, that’s kind of the point. Founded by pharmacists Dr Elena Aceto di Capriglia and Dr Camilla D’Antonio, the brand has science baked into its DNA. With Giovanni D’Antonio as CEO, the family-run brand centres on rigorously tested formulas and consistency-led routines, designed for long-term transformation rather than short-lived results.
“The UK represents an important step in our journey as a brand,” says Dr Camilla D’Antonio. “We are proud to introduce not only our products, but also our philosophy of protocol-based skincare, which lies at the core of our scientific expertise. Education and consistency are central to our approach, and we believe that sharing this with a new audience will allow people to better understand their skin and how to care for it over time.”
The launch doesn’t arrive empty-handed. Dropping alongside the UK debut is a new lineup of results-driven, multi-functional products.
Leading the edit is a freeze-dried vitamin C serum that arrives as a powder and activates on contact with skin. It’s designed to keep the notoriously unstable ingredient potent for longer, while improving tolerability for sensitive skin. The formula also includes carnosine peptide to target glycation, alongside Centella-derived ingredients known to calm and repair.
The Lip Gloss Aging Defense SPF 30 combines UV protection with hydrating ingredients like hyaluronic acid and plant oils to tackle dryness and environmental exposure while delivering a sheer, glossy finish. It comes in six shades, spanning understated neutrals to deeper tones.
Bodycare hasn’t been left behind either. Two new treatments — a balm and a butter-to-oil formula — focus on hydration, firmness, and elasticity, using ingredients such as chlorella extract, peptides, and vitamin E.
Miamo is now available online at miamo.com, with prices ranging from £12 to £89. There is currently no word on a US release.