{Cult Beauty} Hi Claire, you founded Aurelia in your late 20s – after 9 years in the pharmaceutical industry. What was it that gave you the ‘push’ to create your own range?
{Claire Vero} I had always fantasised about starting my own business, and when my skin started changing during my late 20s, I made it my mission to discover the perfect skin care brand – that focussed on ageing and had scientifically proven results, yet a rigid ingredients policy. At the time, I couldn’t find anything that ticked all the boxes – so I decided to take matters into my own hands.
{CB} Aurelia was one of the first skin care ranges to harness the power of probiotics. How did you alight upon them, and what made you decide they were the key ingredient for you?
{CV} I was working for GlaxoSmithKline and was investigating the root cause of premature ageing – excessive cellular inflammation. It is inflammation that dictates skin’s health, ‘youth’ and luminosity, and can also trigger more severe skin issues. In previous roles, I had talked with sufferers of eczema and psoriasis who used probiotics to help calm their skin and restore equilibrium – I put two and two together, and began researching the effects of probiotics with regard to skin ageing. And here we are!
{CB} For those who are new to the probiotic ‘thing’ can you summarise – in layperson’s terms – where they come from, what they are and how they’re beneficial?
{CV} Probiotics are live or non-live bacteria, most commonly derived from lactose and are available in foods, supplements and now skincare. “Pro” means “for” and “biotic” means “life”.
Many are familiar with the benefits of probiotics; ingesting them in their day to day life however, when applied topically, probiotics are proven to help moderate skin cells’ signalling molecules in order to enhance ‘communication’ and balance the body’s immuno-responses.
{CB} As well as being incredibly anti-inflammatory – and in turn, anti-ageing – probiotics also have a positive impact on acne and blemishes. Many acne sufferers steer clear of ‘botanicals’ – opting for acids and astringents in a bid to strip their skin of oils. Could you recommend a gentler, Aurelia regime for those susceptible to breakouts?
{CV} I am a great believer in nurturing and nourishing all skin types – especially acne-prone skin – and using probiotic skin care is a great way to do this. I would steer clear of harsh or astringent products because they strip and unsettle the acid mantel, causing dehydration at the cell layer and even an excess of sebum production. I always advocate a creamy cleanse with our {Miracle Cleanser} – which not only cleanses but balances, hydrates and soothes stressed complexions. Completely free from mineral oils and sulphates, it won’t clog pores, nor will it completely strip the skin.
It’s also really important to exfoliate regularly but gently, and our {Refine & Polish Miracle Balm} is the perfect way to clear the blemish-causing dead skin cells and purge pores of impurities, without causing sensitivity or spreading bacteria. For skin experiencing breakouts apply the balm directly to dry skin and press rather than massage – the natural enzymes will gently dislodge dead skin cells when left for 5 minutes, revealing super-smooth and radiant skin. Follow with a small amount of the {Revitalise & Glow Serum} and {Cell Revitalise Day Moisturiser} to help reduce inflammation, calm redness and unify skin tone.
{CB} What are your primary skin care concerns, and what’s your daily skin care regimen?
{CV} Having a one-year-old means I’m definitely not always getting as much sleep as I’d like, which can show under my eyes. I adore the {Revitalise & Brighten Eye Dew} which has a cooling rollerball to soothe and de-puff every morning.
My morning routine always begins with the {Miracle Cleanser} and three times a week I’ll follow it with the {Refine & Polish Miracle Balm}. Then it’s the Eye Dew (part of the {Eye Revitalising Duo}) and the {Revitalise & Glow Serum} followed by the {Cell Revitalise Day Moisturiser}. A lot depends on how much time I have, but I see a huge difference after applying the products with massage techniques to stimulate circulation, collagen and lymphatic drainage.
{CB} The weather is changing (for the better – hallelujah!), do you have any transitional skin care tips, to equip skin to cope with the (hopefully) warmer days ahead?
{CV} You want to be exfoliating three times a week to aid with cellular turnover. Slough away dead winter skin to reveal the fresh cells ready to absorb your gorgeous products! I also recommend Aurelia’s {Cell Repair Night Oil} to repair skin that’s been exposed to the sun – it soothes and heals stress-damaged skin, and will help to nourish and protect while you sleep.
{CB} What has been one of the best moments since you launched?
{CV} I would have to say receiving the Best New Brand Award 2014 from Josephine Fairley and Sarah Stacey, the founders of The Ultimate Natural Beauty Bible. They (and I!) were blown away by Aurelia Probiotic Skincare’s success in the consumer-tested awards, we entered 5 products and all 5 were voted winners and made it into the book. Our {Cell Revitalise Night Moisturiser} received one of the highest scores to date, with 9.5 out of 10 points given, securing the top-spot in its category.
{CB} And finally, if you were stranded on a desert island, and only allowed one Aurelia product, which would you choose?
{CV} I’d have to have two! The {Cell Repair Night Oil}, which helps repair dry, chapped and sun damaged skin (and has a gorgeous, soothing scent to help lull you to sleep every evening). And, I just couldn’t go without cleansing so I’d choose the {Miracle Cleanser}, which doubles as a superbly hydrating and soothing mask; with eucalyptus and chamomile essential oils as well as omega-rich baobab it really is a treat for all the senses, and therefore the perfect desert island companion.