Italian pharmacist-led skincare brand Miamo has launched in the UK, offering a 20% discount on its range with code HELLO20. The brand's Renewal Peel Serum, a customer favourite, is available as a pack of eight for £96, reduced to £76.80 with the code, working out at £9.60 per treatment.
Customer favourites and new launches
The Renewal Peel Serum is an exfoliating treatment designed to boost cell renewal and diminish wrinkles with a 'lifting effect', according to Miamo. It is particularly suitable for dry and sensitive skin, with a formulation that claims to improve skin firmness and radiance.
Another standout is the Superdose Vit C + [C,L] Radiance Activator, priced at £30.40 for a 10-day supply with the discount code. This serum aims to enhance skin luminosity and reduce redness.
Comparisons with other European brands
Boots customers have been exploring European brands, with the bestselling serum being the Nordic-C Glow Renew Night Serum from Finnish brand Lumene at £24.50. At Sephora, the Vinoperfect Brightening Dark Spot Serum from French brand Caudalie is popular at £52, suggested as a more effective alternative to Vitamin C for dark spots.
Brand approach and customer reviews
Miamo champions a 'science-led approach to skincare' with six stages: cleansing, exfoliation, stimulation, treatment, hydration, and protection. The brand has a 4.8 out of five rating on Trustpilot from over 6,000 reviews.
One customer wrote: "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."
Another added: "Excellent products, they really help. They are very gentle on the skin and exactly fulfil their purpose. For every recommendation. I first bought them in a pharmacy in Cortina D'Ampezzo three years ago and since then Miamo has been my only choice and I have tried many brands. Really great."
A third review translated from Italian stated: "I've been using Miamo products for nearly two years, and I can confirm that the serums, cleansers, and exfoliants are all fantastic; you really see results after just a few months of use - though, of course, you have to stick to the regimen consistently. I recommend watching Dr Camilla's live streams, as she clearly explains how to use the products."
However, some reviewers emphasised the need for consistent use, with one noting: "The products I'm testing on my skin are truly excellent; of course, you need to be consistent with their use, otherwise you won't get much of a result."
Another wrote: "High-quality, high-performance products. There is a skincare protocol for every need. They fall into the mid-to-high price range, but they are worth it. You receive personalized guidance and recommendations for serums and creams, with the science behind their effectiveness clearly explained."
Several customers remarked on the premium cost, with one shopper writing: "Miamo products are exceptional; I am 50 years old, a mother of three, and if I could, I would buy so many of them. 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."
