We caught up with Claire Vero to unfold the journey of her skincare brand and it was a more than interesting tête-à-tête. The founder of Aurelia Probiotic Skincare has been a recipient of revered awards and is a strong supporter of sustainable and eco-friendly products. Find out what the entrepreneur’s take is on the beauty industry as she spills the names of some of her favourite brands. Here’s Claire Vero, up close and personal.

1. What made you want to start Aurelia Probiotic Skincare?

Once I learned about probiotics and the difference they could make to the skin, I wanted to use these unique ingredients in skincare to continuously protect, restore and balance the skin from within. I left my corporate role in pharmaceuticals, empowered to create skincare with a remarkable difference. It was all about products that harnessed the power of probiotics, used in a new way, delivered alongside formulations that were not only natural, but ethical, sustainable and cruelty-free too.

2. What has been the proudest moment for the brand so far?

For me, it was being named as the first ever CEW (Cosmetic Executive Women) Digital Achiever. The award is sponsored by Google and recognises digital excellence in the beauty industry. When I launched Aurelia Probiotic Skincare in 2013, all I had was a website and online tools like social media. It was such a shock to win but an amazing feeling to be acknowledged by such a prestigious organisation. On a day-to-day basis being able to hear from our customers about how Aurelia has benefitted them and helping them to look after their skin makes me immensely proud. We even received a hand-painted thank you card from a lovely loyal customer of ours.

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3. What are some of your brand’s bestselling products?

With probiotic skincare becoming more and more well-known in the UK and abroad, we are seeing a lot of customers trying the Revitalise & Glow Serum, the most potent and concentrated way of getting this powerful technology into the skin to help reduce inflammation. The serum is extremely lightweight and fluid, absorbing instantly to allow you to layer your products beautifully.

The Miracle Cleanser is also always on the list of bestsellers around the world. It’s a product I’m extremely passionate about because of the way it helps to balance and protect the skin with a soothing, creamy blend of botanical ingredients and sulphate-free formulation. It’s hugely important not to strip the skin of its natural oils as this can upset the natural acid mantle of your skin, which is your skin’s defence barrier. By cleansing with a creamy product like the Miracle Cleanser, your skin will be left smooth, supple, hydrated and nourished.

4. What other beauty & skincare brands do you personally like?

I love natural makeup brand Vapour for their gorgeous lip colours, and RMS for their Living Luminizer, a creamy highlighter that looks natural but really adds a glow to the cheekbones.

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5. Do you have a power piece or a lucky item that you wear for important meetings?

A necklace with my son Henry’s initials engraved was made from my grandmother’s wedding ring. It holds a lot of sentimental value for me. It feels wonderful to wear it and definitely puts me in a better mood.

6. How would you define your personal style on an everyday basis?

The joy of running my own business is that I can set the tone for my wardrobe. I love colour, and so tend to wear a patterned or coloured top with jeans and boots, or espadrilles. I’m tall, so I also love mid-length dresses which I wear with suede ankle boots. That said, I’m not strict with my wardrobe and with a three-year-old at home, I usually go for the easiest option.

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7. Name some of your go-to brands or designers? Why do you like them?

For chic business wear that still makes me feel feminine I love The Fold, and for everyday outfits, I nearly always have something on from Zara or Anthropologie. I love colour and detail, and there are some great pieces around this season.

8. Who would be an ideal customer for Aurelia Probiotic Skincare?

Our customers vary in age and skin type as the products are suitable for all. Women often start using Aurelia Probiotic Skincare in their 20s when they have identified the need to step-up their skincare; they might be suffering from skin concerns, dehydration or the early signs of ageing.

For those with more mature skin, Aurelia is perfect to nurture as it changes through the years. We all see the effects that pollution, stress and environmental factors can have on our skin and Aurelia Probiotic Skincare focuses on helping to minimise these effects.

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9. What is your vision for your brand in the coming years?

To maintain our position as pioneers of probiotic skincare and launch some exciting and innovative new skincare products to complement the current range. We have a really exciting launch coming soon which I can’t wait to reveal later this year!

10. What advice would you give for people looking to start something in the beauty industry?

For women starting out in business, my advice would be to never compromise on your principles or the quality of your product. Sticking to them will only make your brand stronger.

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