mid/night 00.00

mid/night 00.00 is a Barcelona-based beauty brand specializing in plant-based skincare, haircare and fragrance built around biotechnological active ingredients. It was founded in 2019 by Nina Urgell and Marc Ciudad [2], though an editorial profile by the Berlin concept store GATE 194 dates the launch to 2018 [13]. The company sits alongside a curated-fashion line under a shared identity called New Order [12], and positions its cosmetics as genderless, vegan and pared down to fewer steps.

The brand's name styles its product range as a numbered system — items run from 00.01 upward — and its stated aim is to cut through what it calls the chaotic world of cosmetics with a focused, minimalist range rather than an expansive catalogue. Co-founder Nina Urgell, who built a following of more than 780,000 as a social-media creator, has said the idea grew from her own frustration with the overwhelming choice in mainstream beauty [11].

mid/night 00.00 was established in Barcelona, where it remains headquartered in the Gràcia neighborhood. Its founders are Nina Urgell, a long-standing social-media personality, and Marc Ciudad, previously a business-development manager at the venture builder Antai. According to the brand, the project began "from, and still is, a labor of passion, intention and curiosity," framed around exploring beauty beyond purely physical concerns.

The founding date is recorded differently across sources. The company's own about page gives 2019 [2], while GATE 194's editorial profile states the brand was established in 2018 [13]; the earlier date may reflect a soft launch ahead of the official 2019 debut. Early growth was supported by an €800,000 first funding round, made up of a €300,000 grant from Spain's Enisa Digital Women Entrepreneurs programme and €500,000 in private capital, raised to expand the team and its marketing [11].

mid/night 00.00 operates as one of two lines under a shared company identity described in editorial coverage as New Order [12]. In that structure, New Order denotes a curated-fashion line of small, handmade Barcelona collections, while mid/night 00.00 is presented as the "plant-based apothecary" cosmetics arm. The relationship is drawn from the company's sister-brand presentation and a shared corporate handle rather than a formal parent-company filing, so the exact corporate arrangement is not independently documented.

The brand describes its approach as "bio-tech powered routines that deliver more visible results in fewer steps," combining biotechnological actives with a minimalist, unisex design. It organizes its values around four stated pillars — efficiency, quality, sustainability and creativity — and markets itself as preventive rather than reactive, promoting what GATE 194's profile summarizes as "real and sincere beauty, escaping the hype" [13]. Its products are presented as genderless and vegan, with packaging and formulas pitched at consumers seeking an uncomplicated daily routine.

Sustainability claims are part of the positioning: the company says it favours natural, eco-friendly ingredients, works to minimize plastics, and produces locally in Barcelona with domestic sourcing to reduce its carbon footprint. It also states that its biotech-derived actives use 99% less land and water than conventional cultivation. No formal cruelty-free or vegan certification is cited alongside the vegan claim.

mid/night 00.00 sells across haircare, face care, body care and fragrance, with each product assigned a number — for example Shampoo 00.01, Leave-in Hair Cream 00.05, Scalp Activation Serum 00.32, Face Serum 00.25 and Body Balm 00.14. The haircare range alone spans cleansing, conditioning, treatment and scalp products numbered through 00.32.

The formulations are built around a set of trademarked biotech actives, several derived from plant stem cells. On the skincare side these include Olea Vitae, described as a mitochondrial energy booster, along with Centella Reversa, Baolift and Quora Noni; the haircare line features Capilia Longa, Elaya Renova and the anti-dandruff active Deobiome Noni. The company attaches specific efficacy figures to these ingredients — Olea Vitae, for instance, is credited with a 65% increase in firmness and a 17% reduction in wrinkle volume, and Capilia Longa with an 89% gain in hair diameter [4]. The brand says its products contain more than 90% natural-origin ingredients.

In 2024 the company extended into niche perfumery, a move reported by FashionNetwork [14]; its parfums are sold at the upper end of the market, with 50ml bottles priced around €115 [13].

Coverage of mid/night 00.00 has come chiefly from European business and editorial outlets rather than major international beauty press; the company notes that no English-language encyclopedia entry exists for the brand. The Barcelona outlet Made in Barcelona profiled it as a local plant-based apothecary line, the venture advisory Intelectium documented its first funding round [11], and GATE 194 in Berlin described its products as "Effective Luxury Beauty Products" [13]. Since 2022 the brand has also run an annual artist-collaboration project called Seenby, inviting designers and photographers to interpret its products, with winners announced each year through 2025.

mid/night 00.00 remains active. It continues to launch products — including its 2024 move into perfumery — runs its annual Seenby programme, and distributes internationally through its own store and website plus wholesale partners such as SSENSE, Oysho and END, alongside department stores and concept retailers including Dover Street Market, Galeries Lafayette, Le Printemps and Luisa Via Roma across Europe, the Americas and Asia. A Le Printemps location in New York was announced for 2025.