As MUTI celebrates its ten-year anniversary, founder and CEO Alexander Scholz reflects on what this milestone represents. For Scholz, MUTI’s longevity in the bustling beauty industry is no small feat. “As a privately owned and independent company in a highly competitive and oversaturated market, the 10-year anniversary is a fantastic confirmation of the relevance and demand for the approach of MUTI: less is more for your skin,” he shares. This isn’t just a catchphrase — it’s a core philosophy that continues to set MUTI apart in a world that often emphasises maximalism over true necessity.
Launched in 2014, MUTI’s mission was clear from the start: a skincare line built around essentials, aimed at simplifying routines rather than complicating them. “Due to the ever-growing overwhelm in the selection and use of beauty products, I asked myself which products my skin really needs, which active ingredients are important, and which ingredients are best left out. This is how the simplicity philosophy of MUTI was born,” Scholz explains. In an age where consumers are inundated with products promising every miracle under the sun, MUTI’s ethos strikes a refreshing chord. Scholz believes it’s precisely this focus on essentials that’s resonating with an ever-expanding customer base, particularly those seeking simplicity amidst the chaos of daily life.
Central to MUTI’s approach is a blend of natural and synthetic ingredients, carefully chosen for efficacy and compatibility. The brand’s “CLEAN” philosophy ensures products are free from common irritants like parabens, silicones, and mineral oils. “We put in what the skin needs and what is really effective — we leave out what it doesn’t need or can trigger allergies,” Scholz says. This commitment to skin-friendly formulations extends even to avoiding fragrances, which he notes offer “no added value for the skin” and often carry a high potential for allergic reactions.
MUTI’s skincare essentials are strategically divided into four lines: CLEAN, ADD, FACE, and SUN. Each line plays a unique role, from cleansing to concentrated treatment boosts, everyday care, and sun protection. The brand encourages consumers to pick and choose based on their individual skin needs, whether it’s to combat seasonal changes, environmental stressors, or simply to streamline their routines. Scholz remarks, “Depending on their skin’s needs, customers can put together their own 3-4 essentials for their daily routine from the four lines.” This flexibility allows MUTI to cater to a variety of skincare needs while staying true to its minimalist approach.
While MUTI isn’t chasing trends, it certainly isn’t stagnant. Scholz highlights the brand’s ongoing commitment to innovation, not through constant product launches but by enhancing existing offerings. “For MUTI, innovation does not automatically mean simply launching a new product. We mainly want to use new, more effective or better-tolerated active ingredients in existing products,” he explains. One such recent development is the update to MUTI’s SUN line, which now boasts state-of-the-art UV filters, enhancing both protection and comfort.
As for what’s next, Scholz has big plans for MUTI’s future. The brand aims to expand its portfolio into body and hair care, introducing new essentials that maintain the same high standards of simplicity and efficacy. “We will continue to focus on innovative, highly effective, and well-tolerated essentials that simplify the daily beauty routine,” he says. While MUTI has already made a significant mark in Germany, Scholz is determined to bring the brand’s ‘less is more’ philosophy to a global stage, capturing the attention of consumers who are growing increasingly mindful of what they put on their skin.
Discover MUTI’s full selection here.
photography. MUTI
words. Gennaro Costanzo
