Fast FREE delivery in the UK with every order
M2 Beauté was born from an idea to create an eyelash activating serum - a concept completely novel in 2008.
Founded in 2008, M2 Beauté is an innovative beauty brand specialising in potent formulas for eye, facial and hair care. The story began with an idea from Managing Director Alexa Moysies, who, together with her mother Elke Moysies and friend Marci Adams, set out to create an eyelash activating serum - a concept completely novel at the time. This soon evolved into a start-up, and has now grown to be a successful, leading beauty brand. By combining scientific research in biochemistry and medicine with beauty expertise, M2 Beauté has built a reputation for curating high-quality, dermatologically safe and exclusive growth serums.
Their mission - Natural. Beauty. Now. – encapsulates an ethos grounded in enhancing natural beauty through biotechnology. All M2 Beauté serums are formulated without hormones, parabens, PEG (Polyethylene Glycol – a synthetic polymer), silicones or synthetic dyes, ensuring purity and efficacy. The brand’s commitment extends beyond performance to sustainable and ethical formulation science, with cruelty-free, clean formulations. Most users report visible improvements in lashes, brows and hair within just 8 to 12 weeks, a testament to the brand’s scientific precision.
Let’s unpack the science behind these pioneering formulas…
This serum encourages longer, denser lashes and enhances natural lash colour intensity, all through prostaglandin technology. This bestseller exemplifies M2 Beauté’s fusion of biotechnology and beauty expertise. The formulation contains:
A prostaglandin analogue is a synthetic compound designed to mimic the effects of naturally-occurring prostaglandins. Prostaglandins are hormone-like lipid compounds produced by the body, which are involved in several physiological and pathological processes.
The eyelash growth cycle has three key stages - anagen (growth), catagen (transition) and telogen (rest) – which together span roughly 4-11 months (1). Prostaglandins work by extending the anagen phase, during which the hair follicle is attached to the blood supply and obtains nutrients for growth. They also shorten the interval between the telogen phase and restart of the anagen phase. This means the lashes spend more time actively growing. The result: lashes that are longer, thicker and darker, with visibly improved density over time.
A vital nutrient which supports keratin production, helping to strengthen and condition eyelashes for improved resilience.
Known for its moisturising and soothing properties, panthenol helps to reduce lash brittleness and enhance flexibility.
With its ability to attract and retain moisture, this ingredient provides deep hydration, promoting a plumper, healthier appearance.
The serum should be applied sparingly to the upper lash line once daily in the evening. Our scientists recommend careful application to minimise potential eye sensitivity, as prostaglandin analogues can occasionally cause irritation or pigmentation changes. When used correctly and consistently, this serum has been shown clinically to increase lash length, fullness and darkness by up to 50% within 6-8 weeks (2).
With a dual-action formula, this serum works to strengthen lashes and brows by 50% while simultaneously hydrating and soothing the delicate skin around the eyes (3). It also helps to prevent premature lash and brow loss, improving each hair’s resistance to breakage. Unlike many lash treatments, this formulation is free from prostaglandin analogues and fragrance, making it ideal for sensitive eyes and everyday use.
The innovative formulation contains a synergistic blend of biotin, panthenol, hyaluronic acid as well as additional performance-boosting components:
Short chains of amino acids - the building blocks of proteins – that help strengthen hair structure and improve lash/brow resilience. The formula includes hydrolysed soy protein, derived from soybeans, to reinforce and condition the follicles for healthier growth.
Featuring Euterpe oleracea fruit extract, better known as acai berry, derived from the fruit of the Euterpe oleracea palm tree. This extract is rich in antioxidants (polyphenols) and vitamins to protect against oxidative stress (4).
The complex should be applied daily in the morning and/or evening to clean, dry lashes and brows. Use before applying mascara for best results. The lightweight texture also makes it perfect for taming and shaping brows, giving them a natural shine. Using this serum consistently can result in noticeable improvements after 6-8 weeks of daily use.
This intelligent tinting and conditioning enhancer combines cosmetic colour and active, nourishing brow care. Designed for all brow types, it tints, conditions, and strengthens brows, creating a polished, defined look while simultaneously improving brow health and resilience over time. The formula combines nourishing actives such as biotin, panthenol and peptides to promote stronger, smoother and fuller-looking brows. In addition to these ingredients, it contains:
EU-approved mineral pigments which deliver natural, buildable colour for safe periocular use.
The enhancer should be applied to clean, dry brows with the precision applicator, shaping and tinting as desired. The buildable formula allows for both subtle definition and colour, depending on preference. With consistent use, brows appear visibly fuller and more refined, cleverly bridging the gap between makeup and treatment care.
M2 Beauté perfectly bridges science, self-care and beauty, a true celebration of intelligent beauty. At its core, M2 Beauté builds confidence, empowering individuals to feel good in themselves. Each formula, from the pioneering Eyelash Activating Serum to the dual-action Eyezone Complex and Colour & Care Enhancer, reflects a thorough understanding of how biotechnology can enhance, rather than alter, Natural. Beauty. Now.
