MINIMALISM IN ACTIONS STABILITY IN RESULTS
A MINIMALIST AND EFFICIENT SKINCARE BRAND
A MINIMALIST AND EFFICIENT SKINCARE BRAND
At MIHOO, we have taken a firm stand by eliminating 1,284 prohibited risk ingredients listed in China's "Safety and Technical Standards for Cosmetics (2015)" and banning 5 major categories of ingredients.
We are committed to excluding over 1,400 risky ingredients because we believe in prioritizing your long-term skin health over quick, short-term results.
We have a unique 3-step ingredient selection process based on the benefits of the 3 collections. This involves 3 steps of filtering, where we meticulously choose 5 highly effective ingredients for each benefit, ultimately creating a minimal and potent ingredient library.
According to the principles of [skin characteristics of our target consumers] + [formulation compatibility],we identify 100 ingredients.
By using a dual standard of [barrier-friendly] [multi-functional ingredients],we select 30 key ingredients for each product line.
By testing repeatedly the efficacy and ranking each ingredient,we select the top five forming our final, minimal,and highly effective ingredient library.
At MIHOO, we believe that minimalist skincare should focus on 3 essential steps:
We're committed to helping you achieve balanced, healthy skin with this simple and effective routine.
To ensure the best results, we have established three dedicated R&D centers that have been diving deep into these areas for over 11 years. Our goal is to deliver a truly simple, safe, and efficient skincare experience with every product we create.
We believe that minimalism goes beyond just black, white, and gray. Our use of vibrant orange in packaging and communication materials adds a subtle energy to the clean white, embodying our minimalist skincare philosophy——neither overly restrained nor indulgent.
