Claire Vero founded the award-winning British brand Aurelia Probiotic Skincare in 2013 following a successful nine-year career at global pharmaceutical company GlaxoSmithKline. In pursuit of a new challenge, she quit the corporate world to follow her dream of creating a natural yet scientifically proven skincare range. Her products, which are infused with luxurious essential oils and purest, BioOrganic, ethically sourced, cruelty-free ingredients, have since won over 100 awards. Aurelia is a firm favourite here at McQueens, and we swear by her Aromatic repair and brighten hand cream that helps to keep our hardworking florists’ hands in tip-top condition. Aurelia was our number one choice as a special treat gifted to all our guests that came to our McQueens Flower School 20th Anniversary event and we love the brand and their natural ethos.
Claire lives with her husband Alex, a fellow entrepreneur in the tech industry and her two sons Henry who is four, and Atticus who is 8 months old. Claire loves interior design, spa treatments and spending time at her finca in Mallorca.
How did you become interested in skincare?
I always had a personal passion for skincare although my background is in pharmaceuticals. I worked for nearly 10 years for one of the world’s biggest companies, GlaxoSmithKline, having started on their management graduate scheme. I spent my early years launching the first cervical cancer vaccine into the UK, amongst other roles, before moving to specialise in dermatology. I was immediately hooked on skincare after seeing new discoveries and the positive effect good skin can have on one’s self-esteem. Working with patients who were suffering from serious skin concerns like chronic plaque psoriasis made me see how probiotics could be used to reduce inflammation within the skin – one of the main causes of skin ageing.
Tell us about the probiotic technology that is at the heart of your skincare collection?
We use a non-live probiotic to protect, restore and balance your skin from within. The probiotics we use calm the natural immune triggers in your skin which can be overstimulated by pollution, sun damage and stress, and they reduce the damage these immune triggers cause to collagen, elastin and healthy cells. Aurelia’s probiotic ingredients activate the skin’s natural ability to repair itself and boost the natural process of restoring collagen, elastin and healthy cells. Equilibrium is maintained for balanced, glowing skin from within.
What is the philosophy of your brand?
Our brand essence is ‘Intelligent Skincare with Integrity’ which we use as the foundation for all that we do. We are ‘BioOrganic’, a term that encompasses the ethically sourced natural, organic and wildly harvested plant and flower botanicals used throughout the Aurelia Probiotic Skincare range. Our probiotics are also naturally derived from milk extracts and adhere to our free-from ingredients promise.
Who do you create for?
All of the Aurelia Probiotic Skincare products are suitable for all skin types and ages, and we want our products to make a real difference to women by delivering glowing, balanced skin every day. I developed the brand for women who are serious about investing in their skin today, and for their skin in the future. It’s for those who seek natural skincare and actively want to avoid unwanted, questionable ingredients but who simply won’t compromise on efficacy or luxuriousness. We find that our customers are often passionate about aromatherapy and love that we use the finest essential oils for a moment of mindfulness and an indulgence with every use.
Where you do get your inspiration from?
Inspiration comes to me in many forms, from hearing what our fantastic, loyal customers are saying about the products and what they’d love for us to create, to being inspired by my two little boys to create the Little Aurelia children’s range which we launched last year. I adore interiors and love to use Instagram and Pinterest to collate the looks and styles that inspire me. I recently moved out of London and I’m looking forward to refreshing the new house with my style so I’m finding inspiration all over the place!
What is your relationship with flowers?
Flowers are such a special, personal and treasured gift and something I love to have in the house. There is nothing quite like a beautiful vase of perfectly collated stems and I really love to send and receive them! Our new house in the country came with a beautiful and very old wisteria plant which produces not only the most stunning display of soft violet flowers but an incredible fragrance that felt almost like a dream every time we had the windows open! I have always been fascinated by essential oils and floral perfumes, so made sure that each product from the Aurelia range featured a fragrance blend to energise, uplift, calm and offer a moment of mindfulness.
What are your plans for the future?
We have just launched an amazing new skin boosting super serum, The Probiotic Concentrate™, which contains our highest concentration of probiotic ingredients to supercharge every skincare routine and we are in the process of planning launches later this year for more gorgeous skincare products.