MIYA Cosmetics

MIYA Cosmetics is a Polish skincare and cosmetics brand founded in 2016 and based in Warsaw [6]. It builds its range around natural-ingredient formulas sold at accessible prices, positioning itself against elaborate multi-step routines in favour of simple, multifunctional products. The brand grew quickly in its home market and now reaches customers across much of Europe and beyond.

The company has changed hands twice. Its owner, Kanani Europe, was acquired in 2021 by the family investment firm TDJ together with Leszek Kłosiński [5], and in February 2024 the brand passed to Bielenda Group, one of Poland's larger cosmetics companies [6]. MIYA continues to operate and launch products under its new parent.

MIYA was founded in Europe in 2016 [1] and is described in corporate filings as one of the fastest-growing companies in its sector in Poland [5]. The brand is aimed, in its own words, at "the woman on the go," and its messaging rejects complicated rituals: "We're not about 10-step routines or complicated rituals," the company writes, framing its products as easy to use and quick to fit into daily life. It applies no age rules and no fixed sequence of steps, presenting skincare as a mix-and-match exercise rather than a prescribed regimen.

Affordability is central to how the brand presents itself. MIYA says it aims to deliver high-end results "at prices that are truly accessible," and it is sold through mainstream channels — drugstores, retail chains and e-commerce — rather than as a premium line. According to the brand, its products are stocked in nearly 60 countries across five continents [6].

MIYA's range centres on facial skincare: cleansers, moisturisers, serums, masks, eye care, night creams and toners. Many products carry the brand's lower-case "my" naming style, including the myWONDERBALM nourishing cream, the myWATERmask moisturising mask, the mySKINdetox vitamin C face wash, the myEYEhero eye cream and neuroNIGHT, a night cream formulated with neuropeptides. A separate BEAUTY.lab line covers serums aimed at smoothing and anti-ageing.

The formulas lean on widely used active ingredients, among them vitamin C, ceramides, niacinamide, hyaluronic acid and peptides, with rose water featuring in some products. The company says its formulas are dermatologically tested and suitable for all skin types, including sensitive skin, and states they are safe for use during pregnancy and breastfeeding.

Over time the brand has widened beyond face care. After the 2021 ownership change its product portfolio roughly doubled, reaching about 100 individual products, and it added categories such as haircare, lip care, intimate hygiene and liquid deodorants [5].

MIYA frames itself as eco-conscious, stating that its mission is to blend natural ingredients with "innovative results for radiant, healthy skin." The brand says its products contain at least 90% natural ingredients and that most are packaged in recycled plastic, glass and sugar cane.

In 2025 it launched Bless The Less, a line built around the idea of "less waste." The company describes the eight-product range as vegan and made with upcycled ingredients — among them cherry pit oil, apple seed oil and a sweet orange hydrolate — and states that it is sold exclusively through Rossmann drugstores in Poland. MIYA promotes the line under the slogan "less makeup, more skincare."

The brand reports cruelty-free certification from PETA and vegan certification from the Vegan Society, alongside endorsement from the animal-rights organisation Viva!

MIYA's products are made by Kanani Europe, the holding company that owns the brand. In 2021 Kanani Europe was acquired jointly by TDJ, a Polish family investment company, and the investor Leszek Kłosiński, who became chairman of the board [5]. Under TDJ's ownership the company expanded its catalogue and grew turnover by about 70% over two years [6].

In February 2024 the brand changed hands again. Bielenda Kosmetyki Naturalne — part of Bielenda Group, a Kraków-based family cosmetics company founded in 1990 [9] and backed by the private-equity firm Innova Capital — agreed to acquire a 100% stake in Kanani Europe [6]. TDJ partially reinvested, becoming a shareholder in Bielenda Group rather than exiting entirely. Bielenda's chief executive, Marek Bielenda, described the deal as part of the group's "consistent and well-thought-out development plan" [6].

MIYA Cosmetics is an active brand operating under Bielenda Group following the 2024 acquisition. It continued to release products afterward, including the Bless The Less line in 2025, and maintains storefronts and social channels for both Polish and international markets.

Sources differ on the brand's exact age. The brand's own site, LinkedIn and the Innova Capital and TDJ materials all place its founding in 2016 [1][6]; the business database CB Insights instead lists 2015, though that date refers to the founding of the holding company Kanani Europe rather than the MIYA brand itself [11]. This article uses 2016 for the brand.