# MIDHA skincare Page: https://lovi.care/skincare/uk/brands/midha The Lovi Fit is the same in every country; only the stores and prices differ, and the ones here are for the United Kingdom. MIDHA is a Korean skincare brand founded in 2019 and owned by MIDHA Cosmetic Co., Ltd.. [tracxn.com](https://tracxn.com/d/companies/midha/__ytLCzPM2W8D5Vwj9osyNy7JJRcx-wRUvENOGL_cWU5c) [midha.co.kr](https://midha.co.kr/about) [midhacosmetic.tradekorea.com](https://midhacosmetic.tradekorea.com/) Skincare enthusiasts adore MIDHA for its deeply nourishing moisturizers and finely crafted formulas. Its products suit dry, sensitive, and combination skin types best, offering gentle hydration without irritation. For targeted concerns like acne-prone skin, the [Rice](https://lovi.care/skincare/uk/ingredients/rice) Cream stands out as a reliable daily choice. Every bottle delivers thoughtful care designed to restore natural balance. This page covers some of the most popular MIDHA products; for the whole MIDHA range, with a fit score for every product, [use the Lovi app](https://app.pora.ai/vqqJ/j1xj2b6o?af_sub2=brand&af_sub3=selection_note&af_sub4=pgb0cfdc187e). ### MIDHA moisturizers #### Moisturizers - [Rice Cream](https://lovi.care/skincare/uk/p/midha/rice-cream/for/acne-prone-skin) — High fit ## Questions and answers ### Is MIDHA worth it? Yes, MIDHA is worth it because Lovi rates its routines Superior for dry, oily, sensitive, combination, and acne-prone skin. Lovi rates the [Rice](https://lovi.care/skincare/uk/ingredients/rice) Cream High for acne-prone skin and Average for dry and sensitive skin. The MIDHA products on this page list no fragrance. ### What are MIDHA's best products? MIDHA features Rice Cream as its primary moisturizer on this page. Lovi rates Rice Cream High for acne-prone skin and Average for dry, oily, and sensitive skin types. ### Which MIDHA moisturizer is best for dry skin? Rice Cream is the moisturizer on this page for dry skin, where Lovi rates it Average. It helps keep dry skin soft and smooth with everyday use. ### Does MIDHA cause breakouts? MIDHA is unlikely to cause breakouts, and Lovi rates the MIDHA-focused routine High for acne-prone skin. The MIDHA products on this page list no fragrance in their ingredients, helping keep the skin calm. ### Is MIDHA fragrance-free? Yes, every one of the MIDHA products on this page lists no fragrance in its ingredients, making them free of added scents. Lovi rates the MIDHA-focused routine Superior for sensitive skin. ### What are the key ingredients in MIDHA products? Rice extract, [niacinamide](https://lovi.care/skincare/uk/ingredients/niacinamide), and [panthenol](https://lovi.care/skincare/uk/ingredients/panthenol) are key ingredients found in MIDHA products, helping to nourish, brighten, and soothe the skin. [International Journal of Cosmetic Science, 2020](https://pubmed.ncbi.nlm.nih.gov/32812663/) [The British Journal of Dermatology, 2002](https://pubmed.ncbi.nlm.nih.gov/12100180/) ### How do I build a MIDHA skincare routine? To build a MIDHA routine, apply the Rice Cream as your daily moisturizer. Lovi rates the MIDHA-focused routine Superior for dry, oily, sensitive, combination, and acne-prone skin. ### What are good alternatives to MIDHA? Good alternatives to MIDHA with pages on Lovi include SKIN1004, Anua, Medicube, Beauty of Joseon, COSRX, and Dr. Althea. Lovi rates SKIN1004 as a Superior fit for dry and sensitive skin, and a High fit for oily, combination, and acne-prone skin. ### MIDHA vs SKIN1004: which is better? MIDHA is better for oily, combination, and acne-prone skin, where Lovi rates the MIDHA routines Superior compared to the High ratings for SKIN1004. Both brands rate equally as Superior for dry and sensitive skin. Additionally, the MIDHA products on this page list no fragrance. ### Who owns MIDHA, and where is it from? MIDHA is a Korean brand founded in 2019, owned by MIDHA Cosmetic Co., Ltd.. [tracxn.com](https://tracxn.com/d/companies/midha/__ytLCzPM2W8D5Vwj9osyNy7JJRcx-wRUvENOGL_cWU5c) [midha.co.kr](https://midha.co.kr/about) [midhacosmetic.tradekorea.com](https://midhacosmetic.tradekorea.com/) ### Is MIDHA cruelty-free? PETA, Leaping Bunny, and Cruelty Free International, the registries Lovi checks, do not list MIDHA as cruelty-free. ## Research behind MIDHA's key ingredients - [The effect of niacinamide on reducing cutaneous pigmentation and suppression of melanosome transfer](https://pubmed.ncbi.nlm.nih.gov/12100180/) Niacinamide · The British Journal of Dermatology, 2002 - [Topical use of dexpanthenol in skin disorders](https://pubmed.ncbi.nlm.nih.gov/12113650/) Panthenol · American Journal of Clinical Dermatology, 2002 - [The 24-hour skin hydration and barrier function effects of a hyaluronic 1%, glycerin 5%, and Centella asiatica stem cells extract moisturizing fluid: an intra-subject, randomized, assessor-blinded study](https://pubmed.ncbi.nlm.nih.gov/28860834/) Glycerin · Clinical, Cosmetic and Investigational Dermatology, 2017 - [Randomized controlled study for the anti-aging effect of human adipocyte-derived mesenchymal stem cell media combined with niacinamide after laser therapy](https://pubmed.ncbi.nlm.nih.gov/33103316/) Niacinamide · Journal of Cosmetic Dermatology, 2021 - [Senomorphic activity of a combination of niacinamide and hyaluronic acid: correlation with clinical improvement of skin aging](https://pubmed.ncbi.nlm.nih.gov/39009698/) Niacinamide · Scientific Reports, 2024 - [A new topical panthenol-containing emollient: Results from two randomized controlled studies assessing its skin moisturization and barrier restoration potential, and the effect on skin microflora](https://pubmed.ncbi.nlm.nih.gov/27425824/) Panthenol · The Journal of Dermatological Treatment, 2017 - [Efficacy of a topical gel containing chitosan, chlorhexidine, allantoin and dexpanthenol for pain and inflammation control after third molar surgery: A randomized and placebo-controlled clinical trial](https://pubmed.ncbi.nlm.nih.gov/32683390/) Allantoin · Medicina Oral, Patologia Oral Y Cirugia Bucal, 2020 - [In vivo anti-ageing activity of cream containing niosomes loaded with purple glutinous rice (Oryza sativa Linn.) extract](https://pubmed.ncbi.nlm.nih.gov/32812663/) Rice extract · International Journal of Cosmetic Science, 2020 - [Evaluation of the Efficacy and Safety of a Panthenol-Enriched Mask for Skin Barrier Recovery After Facial Laser Treatment: Results of a Double-Blind Randomized Controlled Study](https://pubmed.ncbi.nlm.nih.gov/40613435/) Panthenol · Journal of Cosmetic Dermatology, 2025 ## Similar brands - Korean skincare: [SKIN1004](https://lovi.care/skincare/uk/brands/skin1004) - Korean skincare: [Anua](https://lovi.care/skincare/uk/brands/anua) - Korean skincare: [Medicube](https://lovi.care/skincare/uk/brands/medicube) - Korean skincare: [Beauty of Joseon](https://lovi.care/skincare/uk/brands/beauty-of-joseon) - Korean skincare: [COSRX](https://lovi.care/skincare/uk/brands/cosrx) - Korean skincare: [Dr. Althea](https://lovi.care/skincare/uk/brands/dr-althea) - Korean skincare: [Some By Mi](https://lovi.care/skincare/uk/brands/some-by-mi) - Korean skincare: [Torriden](https://lovi.care/skincare/uk/brands/torriden) - Korean skincare: [celimax](https://lovi.care/skincare/uk/brands/celimax) - Korean skincare: [Purito](https://lovi.care/skincare/uk/brands/purito) ## Popular brands - Canadian skincare: [The Ordinary](https://lovi.care/skincare/uk/brands/the-ordinary) - American skincare: [CeraVe](https://lovi.care/skincare/uk/brands/cerave) - French skincare: [La Roche-Posay](https://lovi.care/skincare/uk/brands/la-roche-posay) - Korean skincare: [ROUND LAB](https://lovi.care/skincare/uk/brands/round-lab) - American skincare: [Cetaphil](https://lovi.care/skincare/uk/brands/cetaphil) - American skincare: [Paula's Choice](https://lovi.care/skincare/uk/brands/paula-s-choice) - American skincare: [Neutrogena](https://lovi.care/skincare/uk/brands/neutrogena) - Korean skincare: [AXIS-Y](https://lovi.care/skincare/uk/brands/axis-y) - American skincare: [Kiehl's](https://lovi.care/skincare/uk/brands/kiehl-s) - Korean skincare: [d'Alba](https://lovi.care/skincare/uk/brands/d-alba) - Korean skincare: [LANEIGE](https://lovi.care/skincare/uk/brands/laneige) - Korean skincare: [Haruharu Wonder](https://lovi.care/skincare/uk/brands/haruharu-wonder) - Korean skincare: [Pyunkang Yul](https://lovi.care/skincare/uk/brands/pyunkang-yul) - Korean skincare: [innisfree](https://lovi.care/skincare/uk/brands/innisfree) - French skincare: [Caudalie](https://lovi.care/skincare/uk/brands/caudalie) - Korean skincare: [MISSHA](https://lovi.care/skincare/uk/brands/missha) - American skincare: [Dermalogica](https://lovi.care/skincare/uk/brands/dermalogica) - American skincare: [Good Molecules](https://lovi.care/skincare/uk/brands/good-molecules) - Korean skincare: [Centellian24](https://lovi.care/skincare/uk/brands/centellian24) - British skincare: [BYOMA](https://lovi.care/skincare/uk/brands/byoma) ## About the Lovi Fit Lovi: Unbiased, science-based skincare AI trained on real user outcomes. Lovi rates every product from its full ingredient list with brand-independent rules its dermatologists and cosmetic chemists build and review, and personalizes every pick with AI trained on the real results of millions of users. Lovi trains its fit score models on a proprietary dataset built from more than 10,000 expert-labeled products and more than 100,000 simulated examples, following an internally consistent methodology presented at Cosmoprof, AMWC, and Skin of Color Update. Levels from best to worst: Superior, High, Average, Low, Caution, Warning. Behind these ratings: Nadia Kapleva, MS (Co-founder, Medical Director); Alexey Shagraev, PhD (Co-founder, CEO and CTO); Dr. Sofía Perea Pérez, MD, MSc (Medical Board); Aishani Shah, MD (Medical Board); Asya Zubkova, MS (Medical Board); Hanna Kurets, MD (Medical Board, Medical Advisor); Elina Nazarenko, MD (Medical Board); Victoria Derkova, MS (Medical Board). Page built Nov 8, 2026. More from Lovi: https://lovi.care/skincare/llms.txt ## This page in other countries - United States: https://lovi.care/skincare/brands/midha - United Kingdom: https://lovi.care/skincare/uk/brands/midha (this page) - Ireland: https://lovi.care/skincare/ie/brands/midha - Germany: https://lovi.care/skincare/de/brands/midha - France: https://lovi.care/skincare/fr/brands/midha - Italy: https://lovi.care/skincare/it/brands/midha - Netherlands: https://lovi.care/skincare/nl/brands/midha - Spain: https://lovi.care/skincare/es/brands/midha - Canada: https://lovi.care/skincare/ca/brands/midha - Australia: https://lovi.care/skincare/au/brands/midha - Singapore: https://lovi.care/skincare/sg/brands/midha - Saudi Arabia: https://lovi.care/skincare/sa/brands/midha - United Arab Emirates: https://lovi.care/skincare/ae/brands/midha