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  • Giving hygiene a rebrand
  • Giving hygiene a rebrand
    Cosmopolitan (2014) ©
CASE STUDY

Mother Dirt: rethinking the meaning of clean

Science has long been used by cosmetics brands to assert themselves as authorities on beauty and well-being. But consumers are shrewder than ever. Mother Dirt is different; it's the brainchild of a scientist. But can beauty buffs get to grips with cosmetics containing live bacteria?