Products that restore and maintain good bacteria on the skin
It's our mission to create a world where clean comes with healthy.
founded by JASMINA AGANOVIC
I'm the President of Mother Dirt, the first line of personal care products focused on restoring and maintaining the delicate balance of the skin biome. We're the consumer division of AOBiome, a biotech company focused on transforming human health through products that restore a type of bacteria that modern hygiene practices have removed. I'm a Chemical and Biological Engineer by training, but always loved the personal care industry. After graduating from MIT, I’ve held roles at companies like LVMH, Fresh, and Living Proof.
What are the 3 highlights of your time as a founder so far?
Watching our Creative Director share our brand creation story at the Parsons School of Design last Fall. When he asked the 1000 people auditorium who had heard of Mother Dirt, over half raised their hand! Another highlight has been conquering the hurdles that we needed to overcome with manufacturing a live bacteria in a cosmetic formulation at scale. And lastly, coming up with the name and visuals that would become Mother Dirt. We are so proud of the brand and how far we've come.
What personally drives you to build a mission-driven business?
It's always been important to me to do something I care about. It's always been part of the things I gravitated towards and the fulfilment I found in return.
What was the life-changing event or experience that inspired the idea for your business?
I’ve always loved putting together a story around a product, especially a story that’s grounded in science. I love teasing out the pieces that can connect with a broader audience and creating an experience around those. I met Jamie Heywood and David Whitlock, the co-founders of AOBiome in the summer of 2014.
I was fascinated by the bacteria that they were working with and the implications on not only the cosmetics industry, but in the realm of public health as a whole. I knew that in order for the idea to reach large amounts of people, that the story needed to be told in a specific way. I was eager for the challenge of building a brand around the bacteria and the idea of biome-friendly. I spent time at the office before I even officially signed on. We just hit the ground running.
What was the lightbulb moment that propelled you into action to build your company?
Realizing that we live in a time when we are cleaner than ever and have more products than ever, and yet we have more skin issues and allergies than the undeveloped world.
How has the benefit of the product you've built transformed your own life?
My routine is so much simpler, and my skin is much more stable. It's also just changed my view on much of the industry and opened my eyes to a whole new way to look at taking care of our skin.
How can the benefit of the product you've built change the lives of your consumers?
There are so many people struggling with their skin. It affects your self esteem and happiness to a much larger degree than many would expect. We've helped people in so many ways, big and small. For some, we helped change their relationship with their skin, for others, we helped save them time in their day, and for others it was more their chemical footprint.
What 3 pieces of advice would you give to every aspiring early stage founder who is building a business?
Embrace the unknown.
Build with curiosity and patience.
Always get back up.
Mother Dirt creates biome-friendly products for the skin that challenge us to reconsider what it means to be clean and healthy. The line features the AO+Mist, a first-of-its-kind product containing live Ammonia-Oxidizing Bacteria (AOB), as well as a cleanser for the face/body, shampoo, and moisturizer, all designed to be compatible with the microbiome of the skin. Together, the line was created to help restore and maintain the delicate balance of the skin biome. All purchases support the research of their clinical division, AOBiome, focusing on inflammatory skin diseases like acne and eczema.
AOBiome's first study put us on the map with the New York Times article "My No Soap, No Shampoo, Bacteria Rich Hygiene Experiment.") Other highlights include building the brand that became Mother Dirt and launching it in July 2015. We are also developing biome-friendly products to support our hero AO+ Mist.
THE MOTHER DIRT BUNDLE
Includes the AO+ Mist, Shampoo & Cleanser. A trio that restores & maintains good bacteria so your skin can do better with less.
Clinically researched: Reduces dependence on products like deodorants, moisturizers, and makeup. Improves skin clarity by 35% in 4 weeks. Improves the look and feel of dry and uneven skin by 35% in 4 weeks. Suitable for dry, oily, and sensitive skin types. Preservative-free. Fragrance-free. Kid-friendly. Plant-based.