In 2014, the women began developing their products together with a factory in Italy. It was an expensive and complicated process to create something that no one had done before. They have certainly paid the price for being first movers, as the three certifications require a lot of documentation. They’ve experienced being called and told that there was almost no money left in the account, even though the product was far from ready. But in 2016, the Growth Fund came on board with the project, along with a bank. In 2017, Matas reached out, and they were very interested in Miild. The women were called to a meeting on short notice, and then they closed a deal with Matas.
Thus, Miild became the first beauty brand to launch in Matas without having been on the market beforehand. In 2017, Miild was launched in 10 Matas stores, several health stores, and on their own website. In 2019, Miild launched their first skincare products after the success with the makeup line. The launch of their ‘Foundation Celebration’ pack, totaling 100 units, sold out in under 5 minutes. The result was so many customers that the website crashed during the launch—an entirely unexpected problem that Tanja and Tine were not prepared for. This meant they had to create a platform that could handle a large number of customers at once. Customers who hadn’t been able to use makeup for years came back to the women, touched to finally be able to use makeup again.
Miild’s products contain ingredients like almond oil and shea butter, but there are many ingredients that the three certifications do not approve of across the board. As a result, there are limitations on what Miild can produce to retain the three key certifications: Allergycertified, Swan Label (Svanemærket), and Ecocert. Normally, there would be a multitude of options, but it’s so complex to combine. For example, they can’t make waterproof mascara, purple eyeshadow, or green eyeliner, but in the areas where it is possible, they are proud to sell a product that is sustainable, free from chemicals, and either organically or naturally certified. They do not compromise on quality, as the three certifications are crucial to Miild’s vision. Miild chooses the least harmful ingredients and hopes to change the market. They are proud on behalf of the industry every time an allergy-friendly product is created.
