Nutraceuticals Brand Miduty Enters Skincare Segment With Clean, Science-Backed Products

Our skin is more than just a surface. It’s a living record of our daily battles — absorbing pollution, weathering stress, and marking the passage of time. In urban India, skincare has evolved from a luxury to a necessity, reflecting the complex challenges of modern living.

As a result, the Indian beauty and personal care market is undergoing a paradigm shift and is projected to become a . However, consumers are no longer satisfied with superficial solutions; they demand holistic approaches that rejuvenate skin health.

To cater to this demand, Miduty, a brand that has already carved a niche in nutraceuticals, is now making a strategic entry into the skincare market. The brand’s journey began with a deeply personal mission of its founder, Palak Midha. Witnessing her parents’ struggle with autoimmune and chronic conditions, she embarked on a rigorous research path that would not only transform her family’s health but potentially impact thousands of lives.

“We discovered critical gaps in the supplement industry,” Midha said. “Dosage combinations were poorly researched, and supplement strengths were often too low to deliver meaningful results. When we turned our attention to skincare, we saw striking parallels — products making grand promises but delivering little substance,” she said.

The brand’s skincare line is designed to target individuals above 30, a demographic often overlooked by mainstream skincare brands. The range includes a day cream for hydration, a day serum for protection, a night cream for skin barrier repair, and a mineral sunscreen along with a host of other products in the pipeline.

“Each product is crafted to be lightweight, hormone-safe, and free from harsh chemicals,” Midha explained.

Prioritising safety and innovation, Miduty’s skincare range stands apart by avoiding synthetic alpha and beta hydroxy acids (AHAs and BHAs). Instead, it leverages natural, clinically-backed ingredients that work in harmony with the skin’s natural processes. The daytime range emphasises protection and hydration, while night products focus on repairing the skin barrier and preparing it for gentle active ingredients.

The EpiHydrate Day Cream incorporates advanced hexapeptide-8 technology and low molecular weight hyaluronic acid, ensuring deep hydration and anti-aging benefits. The EpiShield Day Serum is rich in antioxidants, protecting against environmental stressors while providing instant soothing effects.

The EpiRepair Night Cream contains palmitoyl tetrapeptides that enhance skin cell turnover and firmness, complemented by fermented aloe extract to soothe inflammation.

Miduty’s expansion into skincare is more than a business strategy — it’s an extension of the brand’s core philosophy of providing comprehensive health solutions. Miduty has replaced traditional ingredients with innovative alternatives. Hydroxyethyl Urea replaces standard urea for better hydration, while Tyrosinase inhibitors are incorporated to prevent melasma and pigmentation.

With over 5 Lakh customers and an impressive 85% return rate, Miduty has built a reputation for trust and effectiveness. The skincare launch leverages this existing customer base, promising to address the root causes of skin issues through science-backed, clean formulations.

The brand’s vision extends far beyond this initial product line. Plans are already in motion to explore oral care, pet care, and other wellness segments, reflecting a comprehensive approach to health and well-being.

“By addressing the root causes of skin issues—like oxidative stress and sensitivity—we aim to strengthen our relationship with existing customers,” Midha said.

As the skincare market continues to evolve, Miduty stands at the forefront of a wellness revolution. Its approach goes beyond selling products; the brand is offering holistic solutions that respect the body’s natural processes and address the complex challenges of modern health.

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