Mio

What Mio does

Mio is a London-based skincare and beauty products company founded in 2003. The company markets a portfolio spanning general skincare, body care, and a specialized line of pregnancy-focused products, addressing the skincare needs of expectant and postpartum consumers in addition to the broader beauty market. A bundling format called customized Duos enables consumers to pair complementary products around specific skincare concerns, providing a modest personalization layer within an otherwise standard CPG product set.

Mio operates as a private, for-profit company with a workforce sized between 11 and 50 employees, indicating a small-to-mid-sized independent brand rather than a corporate subsidiary. Distribution appears to combine direct-to-consumer sales through its own website (mioskincare.co.uk) with third-party retail channels, including major UK beauty e-commerce platforms such as LOOKFANTASTIC, which extends reach without the capital intensity of building proprietary retail infrastructure. Pricing mechanics, contract structures, and detailed channel economics are not disclosed in the available data.

The revenue model is implicitly retail-driven across skincare, body care, pregnancy products, and Duos bundles. There is no evidence of subscription services, SaaS components, or B2B wholesale contracts; the business appears to be a conventional consumer goods brand monetizing unit sales across multiple SKUs and channels. Specific revenue figures, growth rates, funding history, and management information are not available in the source data, limiting deeper financial inference.

Name

Mio

Legal name

The Hut.com Ltd t/a Lookfantastic.com

Website

https://mioskincare.co.uk

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Short description

Mio is a London-based skincare and beauty brand founded in 2003, offering general skincare, body care, pregnancy-focused products, and customized Duos bundles. The company serves expectant and postpartum consumers alongside the broader beauty market via its own website and third-party retailers.

Ownership category

akta.pro rank

Product category

Skincare

NAICS

Soap and Cleaning Compound Manufacturing (32561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

K-Beauty/J-Beauty & Global Skincare Regimens (CRABAAAI)

akta.pro secondary industry

Bath & Shower Products (Soaps, Body Wash, Bath Additives) (CRADANAB)

Keywords

• Skincare products
• Pregnancy skincare
• Beauty products
• Customized skincare duos
• Body care

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations

Revenue model

1. Product Sales: Direct e-commerce sales of beauty products including skincare, haircare, fragrance, and cosmetics. Revenue generated from retail product transactions with prices ranging from budget to luxury segments.
2. Beauty Box Subscription: Monthly beauty box subscription service offering curated product samples and full-size items. Available as pay monthly or pay upfront options, with gift vouchers for 3, 6, and 12 month subscriptions.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Mio is a UK-based skincare and beauty brand that offers a range of skincare and beauty products, including effective pregnancy products and customized Duo sets. Founded in 2003 and headquartered in London, the company operates as a small independent brand (11-50 employees) selling directly to consumers through its own website.

Differentiator

Problem solved

Functional benefit

Brands

• LF Beauty Plus+: Premier Delivery subscription service offering 12-months delivery for £9.90
• LF Beauty Plus

Products and services

• Skincare products
• Beauty products
• Pregnancy skincare products
• Customized Duos

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators2 records

Recent moves3 records

Expansion highlights3 records

Emerging players

• The Ordinary (DECIEM): Disruptive skincare brand built on ingredient-led regimens and DTC; comparable to Mio for skincare regimen focus and online-first distribution, though targeting a younger, price-sensitive consumer.
• Tatcha: Premium skincare brand with strong digital and DTC presence; comparable to Mio for DTC-led growth, premium positioning, and body/face regimen orientation, though broader skincare range.
• Glossier: DTC-native beauty brand; comparable to Mio for direct-to-consumer emphasis and digitally-led brand building, though broader beauty range and US-centric operations.
• Drunk Elephant: Premium clean-beauty skincare brand with strong DTC heritage; comparable to Mio in DTC-first model, premium positioning, and skincare regimen orientation, though broader than pregnancy.
• Augustinus Bader: Premium skincare brand with luxury positioning, comparable to Mio in premium pricing tier and body/skin regimen focus, though serving a different core use case (anti-aging).

Direct peers

• Bio-Oil: Global skincare brand best known for its scar and stretch-mark oil, directly comparable to Mio for its pregnancy-focused body care positioning, DTC distribution, and overlap with stretch-mark prevention use cases.
• This Works: UK-based sleep, body, and pregnancy wellness brand with explicit pregnancy product lines; comparable to Mio in UK/DTC heritage, premium price point, and body-care-plus-pregnancy positioning.
• Aromatherapy Associates: UK-based premium body and bath brand with comparable origin, price positioning, and DTC-plus-spa distribution model to Mio.
• Necessaire: DTC premium body-care brand offering curated essentials (body lotion, wash, serum); comparable to Mio in DTC-first model, premium positioning, and body-care focus, though less pregnancy-specific.
• Palmer's: Iconic cocoa butter-based body care brand with a dedicated pregnancy stretch-mark line, comparable to Mio in target customer (expectant mothers), product format (body lotions/oils), and mass-to-premium price positioning.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat2 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/mioskincare
• Facebookfacebook.com/MioSkincare
• LinkedInlinkedin.com/company/mama-mio-ltd

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mio