Our first ingredient is
Community
Community
We started Mirra to decode skincare so that you don't have to. Our products were born out of a desire for a no-bullshit way to get the skin we want. Everything we make surpasses the standards of our community of (proud) nerds who believe knowledge is the first step of any good skincare routine. You gotta know before you glow and honey, no one knows your own life better than you do.
Knowledge is the first step of any good skincare routine.
We are the change.
2. NO MORE FALSE PROMISES
3. NO MORE ANIMAL CRUELTY
4. NO MORE LABELS
5. NO MORE CONTROVERSIAL INGREDIENTS
1. Bullying
We don’t want to tell you what to do or how to look because honestly that makes people feel bad. The beauty industry has used people’s insecurities against them for too long. Our aim is simply to provide you with info and products that you can do with what you please because you know you best. Basically, we try not to be dicks.
2. False Promises
We know how disappointing it can be to get fooled by packaging or clever marketing. We believe honesty is the best policy, and it’s easy because all of our products and ingredients are rooted in SCIENCE. It doesn’t matter how trendy something becomes, if it doesn’t do anything good for you, who cares? It’s about time our products actually work.
3. Animal Cruelty
None of the products we produce will ever be tested on animals. We believe our community is powerful, and that includes the influence of our buying power. We are cognizant of the larger cost of our favorite things and believe we are creative and savvy enough to find good alternatives to any products doing harm to our world.
4. Labels
You are more than a “skin type.” You’ll never see us sort people or products by skin types because chances are you’re more than one thing and besides, people’s skin is actually more alike than it is different. Our products will address all major concerns because we’re overachievers like that. To us, it just makes sense to aim to please the most sensitive or acne prone or whatever person by making products that nurture our skin barrier tackle the root of a lot of our skin issues: chronic inflammation.
5. Controversial Ingredients
We think you CAN have nice things. Maybe you shouldn’t have anything but nice things? Our obsession with research means we have our reasons why we don’t include fragrance, colors, do-nothing fillers, hormone disruptors, or skin irritants. We believe everyone’s skin should be treated like a baby, because you’re precious, dude.
1. Inclusive
The beauty industry has a history of leaving people out and we’re gonna change that. Our goal is to create a safe space where eczema, acne, freckles, stretch marks, rosacea, scaly patches, oily faces, acne scars and anything else that has been assigned a negative judgment for too long are all welcome. We're tired of being told we need to look a certain way, so we refuse to pass that thinking on to others.
2. Transparent
As much as the government likes regulating women’s bodies, skincare and cosmetics have historically been left alone to do whatevs. That leaves a lot of room for products that are posers or even harmful! We openly share what’s in our not so secret sauce, because we’ve done our homework and we can back it up.
3. Nerdy
We let our nerd flags fly here. We like curling up with a nice, scientific study, and learning about cutting-edge ingredients, pH levels, and the general nitty gritty. We’re not shy about incorporating data, #s, studies, and scientific terms because we know you don’t need things dumbed down.
4. Defiant
We don’t care how other people are doing it. We’re a community of think for yourselfers, striking our own path based on the values we frankly don’t see all in one place anywhere else. Taking care of yourself can be an incredible act of claiming your own power and we’re tired of being so delicate about it. If you love being delicate, that’s great, we’re simply striving to make room for more ways of doing beauty.
5. No Frills
Skincare has gotten a little extra. We’re sick of being sold stuff we don’t need to do things we don’t understand. Our goal is for every product we make to serve more than one purpose well because we believe in fewer (better) steps. As for content, we’re on Team Quality > Quantity. Crazy, right?
6. Well-Rounded
We think the first step of a solid skincare routine is loving yourself. We’re not sorry for being cheesy, we care about your holistic wellbeing and we don’t care who knows it! This community believes beauty is a feeling, not an Instagram post. Our physical bodies are like beautiful smoothies made up of stress, nutrition, genetics, mental health, and magic. We want your smoothie to have a little less stress and a little more magic – ooh! And berries! Let’s add more berries…
Our Story
Oh hey! I’m Katia, founder of Mirra. I was fed up with an industry I didn’t see myself, my acne, or my eczema in. After trying countless products that didn’t work or even hurt my skin, I tasked myself with learning everything I could about skincare. You could say I have skin in the game. (Sorry!) But really, I have become determined to create products, content, and experiences that empower us to make informed decisions about what we put in, and on, our bodies. It’s about goddamn time we feel like gods and goddesses in our own skin!
