MIRI proud to be
Winner
Excellent Brands
Beauty & Care
Details
MIRI is the first and only cosmetics brand on the German market that is explicitly dedicated to so-called proud agers. She supports women over 50 in particular in enjoying and shaping their lives with self-confidence, sexiness and full of crazy ideas. Proud Agers are women who consciously decide against invasive facial surgery and remain capable of flirting and career building through a healthy lifestyle, exercise and humorous elegance.
The Jury‘s Statement
MIRI is the first cosmetics brand in Germany that is committed to proud aging, pioneering the beauty care sector. She stands out with her empowerment message for women over 50 by focusing on self-confidence, joie de vivre and a positive attitude to aging. The brand convinces with its approach, which focuses on both healthy lifestyle and the rejection of invasive cosmetic procedures and thus sets a strong signal against the current age norms in the beauty industry. MIRI impressively demonstrates how brands can communicate resonance strongly through authenticity and socially relevant topics and sustainably inspire their target group.
