The Bite Magazine - Spring/Summer 2026 - Issue 39

Love Yourself As skincare brand Miamo enters the UK market, Cristina Lloyd discovers their philosophy and products. bitebeauty Miamo I n 2012, pharmacist Dr Elena Aceto di Capriglia founded the Italian clinical skincare brand Miamo with her daugh- ter, fellow pharmacist Dr Camilla D’Antonio, and her son, Giovanni D’Antonio, to solve skin problems with the rigour of clinical practice. Fourteen years later, that ethos has carried Miamo from a family-run laboratory in Italy to more than 1,700 retail locations, a multi‑million‑pound business, and a loyal national following built on results rather than rhetoric. In April, the brand brought its science-led philosophy to the UK for the first time. ‘Miamo’, meaning ‘I love myself ’, captures its ethos with dis- arming simplicity. It frames skincare as a daily act of self‑re- spect, a philosophy that resonates strongly with the founders’ belief in wellbeing as a lifelong practice, rather than vanity. This value-driven approach extends to the company’s commitments to responsibility and sustainability. Miamo invests in environ- mentally conscious formulations and packaging, including refillable components, while Dr Elena leads social initiatives supporting young people and promoting self-confidence. The brand’s rise is inseparable from its founders’ backgrounds. Dr Elena, whose career spans decades in pharmaceutical formulation and patient-facing care, is driven by the belief that skincare should function like medicine: targeted, transparent and grounded in evidence. Dr Camilla represents the next generation of scientific thinking, combining pharmaceutical training with a deep interest in dermatological research, epige- netics and the behavioural patterns of skin. Giovanni, now the CEO, steers the company with a strategic clarity that has kept Miamo independent and family-owned even as it has scaled across Italy. Miamo’s formulations are developed by an internal R&D team, tested through clinical, instrumental and dermatological stud- ies, and supported by patented technologies that reflect years of research. Every batch is tested for nickel content to minimise the risk of irritation. Among its most distinctive innovations, ELPA25®, a patented non‑photosensitising peel, was developed by Dr Camilla following her experience with pigmentation and melasma. Unlike traditional acids, ELPA25® can be used during sun exposure, and its efficacy was confirmed in a 2022 study published in the Journal of Cosmetic Dermatology . Another proprietary complex, Epigenage®, draws on epigenetic modula- tion research to target the mechanisms that influence how skin behaves over time. This scientific depth feeds directly into the Miamo System, the structured methodology that underpins the brand’s identity. Rather than selling isolated products, Miamo builds personal- ised routines with more than 100 protocols through a six‑step sequence: cleansing, exfoliation, stimulation, treatment, hydra- tion and protection. It’s a framework designed to maintain skin balance while addressing multiple concerns simultaneously. Central to this is the brand’s signature science of serum layer- ing, which allows compatible actives to be stacked in a precise order for a synergistic effect. It’s a clinical approach translated into everyday use, empowering consumers to treat their skin with the same intentionality as a therapeutic regimen. The brand’s best-loved products include Acnever Cream, for- mulated for oily and acne‑prone skin, using a clinically minded blend of actives that calm, clarify and rebalance. It’s Acnever Complex™, a targeted combination of ingredients, designed to address imperfections while supporting overall skin health. Salicylic Acid provides gentle exfoliation and sebum‑regulat- ing benefits, helping to prevent new blemishes from forming. At the same time, Niacinamide evens tone, reduces the look of post‑inflammatory marks and reinforces the skin against environmental stressors. Silver contributes purifying, antibacterial action to keep the complexion balanced, and Azeloglycine helps regulate excess oil while smoothing and hydrating the skin. Bakuchiol, a plant‑derived retinol alternative suitable for sensitive skin, helps refine texture, improve acne‑prone areas, and soften the appearance of fine lines. Thus, the cream helps reduce imper- fections, soothe redness and restore clarity, offering a compre- hensive approach to managing breakouts without compromis- ing comfort. The high‑performance, sebo‑normalising treatment Acnever Oil Free Gel is designed to rebalance oily and acne‑prone skin while refining its overall appearance. Powered by a concentrat- ed blend of Hyaluronic Acid, Red Algae Extract and Sarco- sine, it helps regulate excess sebum, reduce the visibility of imperfections and deliver an immediate mattifying effect that keeps shine under control. At the same time, its hydrating and smoothing action leaves the skin feeling plump and refreshed, improving texture without any heaviness. The lightweight, oil‑free formula absorbs quickly and works seamlessly as a make-up base, suitable for applying under and over make-up, making it a versatile option for maintaining a clearer, more even‑looking complexion throughout the day. Body Renew Body Crio Slimming is an innovative reshap- ing treatment that blends the invigorating power of cosmetic cooling therapy with the purifying benefits of white clay to