I'm a big fan of Mama Mio products, as not only are they made using the best ingredients around, they also look really stylish.. and WORK amazingly. I've managed to grab myself a bit of time with the delightful Sian Sutherland one of the founders of the brand, to learn a bit about her, and get some gossip on forthcoming products.
When did you first become interested in beauty?
I guess every woman is interested in beauty but my interest is much more in the whole concept of skin being as fit as possible and doing the best job it can - then it will inevitably look amazing. The best foundation is great skin, isn't it? I also love the idea that something so simple can make you feel so good about yourself. Men have it far tougher!
What was the first makeup you ever bought?
Don't laugh - but that definitely will have been a lip gloss in a glass tube with a roller ball. It was ginger ale flavoured and we all used to drink the stuff at school - disgusting!
Why did you decide to create Mama Mio?
Mama Mio was founded by 4 beauty experts, 3 in London and one in LA. Skincare industry experience aside, first and foremost, we are 4 women who want to feel good in our skin. The way we see it real beauty is about confidence.... if you feel great, you will look great. We selfishly create each product to solve the body issues we want to overcome - using the very, very best ingredients at the highest potency to ensure that every product really works.
How did you find it collaborating with three other women?
Just amazing. We are all very demanding of each other and as I head up NPD, I know I have 3 very harsh and honest critics. Every single product has to have a strong reason to exist - and equally strong performance.
What's your personal hero product?
That would be Get Waisted, our new body shaper lipo cream. It took so long to develop and I know it is the very best and most active product we could possibly have made. Most competitive products use between 1 and 3 actives - Get Waisted has no less than 9, all at their highest recommended levels.
How important is it to you that you use natural ingredients?
The most important thing for us is to have product that is as CLEAN as possible. We use premium naturals where appropriate and also the very best that skincare science can offer us. Women want a 'before and after' now. They want products that actually work. To give them the best results, you need to use everything available.
Who is your dream celeb spokesmodel?
I would say Cate Blanchett - gorgeous, talented, real. I think she would also be fun to have a drink with!
How do you think your products will fare in the recession as they have quite a high price point?
We can all see already that women are buying smarter. We are definitely more expensive than the average Boots brand but that is because of the high level of actives in each product. Contrary to normal beauty marketing, we put our entire advertising budget into the formulation in every single bottle - because if you use it, and it works, you will not only buy another but you will recommend it to 5 friends. That is how Mama Mio has grown so quickly in only 3 years with no ad spend whatsoever.
And which celebrity beauty style do you hate?
The super high maintenance style just looks so exhausting. Can you imagine having to look THAT good every second of the day? It can only lead to self-obsession!
What's your cleansing routine?
I use the new Clarisonic cleansing brush from the US. The technology is the same as the sonic toothbrush so you get amazingly clean skin that can then really use whatever products you apply. The product penetration is significantly increased and so you get the double whammy of great superclean skin and need less product.
Three desert island beauty must have's? from your range and three not from your range)
Shrink To Fit cellulite cream, Get Waisted body shaper, OMega Body Oil - all from Mama Mio. Max Factor Masterpiece Max is the best mascara ever, I also love Dr Hauschka lip balm and Philosophy's foot softener.
Check out the great Mama Mio range here.