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Dr Camilla D'Antonio, Co-Founder of Miamo on Bringing Protocol-Based Skincare Science to the UK
- Style Essentials Edit Team
- 21 hours ago
- 2 min read
Italian beauty brand Miamo has made its UK debut carrying a philosophy that was never going to sit quietly on a shelf, founded by pharmacists Dr Elena Aceto di Capriglia and Dr Camilla D'Antonio with CEO Giovanni D'Antonio at the helm of what remains a family-run brand, built from the ground up around rigorously tested formulas, protocol-led routines, and the kind of consistency-first thinking that prioritises long-term skin transformation over the kind of immediate but short-lived results that a crowded market has trained consumers to expect.
The UK launch arrives with a focused lineup of new products that reflect exactly that formulation rigour, beginning with a freeze-dried vitamin C serum that comes as a powder and activates on contact with skin, a format designed to keep one of skincare's most notoriously unstable ingredients potent for longer while improving tolerability for sensitive skin, supported by carnosine peptide to address glycation and Centella-derived ingredients that calm and repair. The Lip Gloss Aging Defense SPF 30 brings the same layered functionality to a product category that rarely earns it, combining UV protection with hyaluronic acid and plant oils to address dryness and environmental exposure across six shades that run from understated neutrals to deeper tones, while two new bodycare treatments, a balm and a butter-to-oil formula, extend the brand's approach to hydration, firmness, and elasticity using chlorella extract, peptides, and vitamin E.
Dr Camilla D'Antonio has described the UK as an important step in the brand's journey, one where the goal is not simply to introduce a product range but to share a way of understanding skin and caring for it over time, with education and consistency sitting at the centre of everything Miamo does and protocol-based skincare as the framework through which that expertise reaches a new audience.
Miamo is available at miamo.com, with prices ranging from £12 to £89.
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