Italian-favourite skincare brand Miamo has officially launched in the UK, offering British shoppers a 20% discount on all products to celebrate. The brand, which holds an impressive 4.8 out of five Trustpilot rating from more than 6,500 reviews, is known for delivering what one customer called “unbelievable” results.
Founded by pharmacists, Miamo uses a “science-led approach to skincare” that focuses on six steps: cleansing, exfoliation, stimulation, treatment, hydration, and protection. The products are tailored to different skin types, and the brand offers free consultations with experts to help customers find the right regimen. Shoppers can apply the discount code HELLO20 at checkout on the Miamo website.
Bestsellers and New Launches
Among the brand’s offerings is the new Superdose Vit C + [C,L] Radiance Activator serum, which the brand claims improves skin brightness and radiance while soothing and reducing redness. A 10-day supply is priced at £30.40 with the discount, making it one of the most budget-friendly options for trying the brand before committing to full-size products, as reported by the Liverpool Echo.
Another top seller is the Renewal Peel Serum, an exfoliant designed to stimulate cell regeneration and improve the appearance of wrinkles with a “lifting effect”. Sold in a box of eight for £76.80 after the discount, the brand says the formula “improves skin firmness and makes the skin more radiant”.
Comparative Market Context
On the high street, other European brands are also gaining traction. The Vinoperfect Brightening Dark Spot Serum from French brand Caudalie is one of Sephora’s top-selling serums at £52, with claims of reducing dark spots and hyperpigmentation as a “more effective” alternative to Vitamin C. Meanwhile, the number one bestselling serum on Boots’ website is the Nordic-C Glow Renew Night Serum from Finnish brand Lumene, priced at £24.50, which contains naturally exfoliating AHAs, Vitamin C, and Arctic Cloudberry.
Customer Reviews and Reception
Despite being new to the UK, Miamo has already won over customers abroad. One reviewer wrote: “Miamo products are exceptional; I am 50 years old, a mother of three, and if I could, I would buy so many of them.” They noted the cost, adding: “The price point is obviously quite high, so I have to limit myself. However, I highly recommend trying them because the quality is truly outstanding.”
A translated Italian review praised the brand’s consistency: “Miamo became part of my skincare routine a year ago... and it hasn’t left since. It’s the first time I’ve truly become loyal to a beauty brand: no exaggerated claims, no illusions created by glossy packaging. Just a serious, consistent company that says what it does and does what it promises. And in the world of skincare, that in itself is a revolution.”
Another customer commended the range: “My experience with Miamo products has been extremely positive. The range is vast, but precisely for that reason, it allows for a truly targeted choice. I find the sun protection, exfoliation, and skin hydration/nourishment products exceptional.” However, they added: “The serums are excellent too, but layering them is rather complicated - or at least, I find it a bit confusing.”
Holidaymakers have also discovered the brand while in Italy. One review read: “I came to Italy for the summer and forgot my retinol cream so I went to the pharmacy and found out about Miamo products. Since then I bought so many products because everything I tried works! It’s unbelievable how well they do for the skin.”
