I chatted with the talented and beautiful Dr Clare Eluka, the founder of the fantastic Premae Skincare; the world’s 1st freefrom beauty brand. You should remember my review of the Premae Harmony Face Wash and Foundation some weeks back. Well this is the lady behind the magic! Clare Eluka is 1 of 5 most influential women of West African heritage in business. She is a Qualified Allergy practitioner and UK’s Top 20 Natural Beauty Expert. She previously worked in The Body Shop as a skincare trainer, and at Oriflame as an in-house formulator. So you can imagine how excited I was to have a chat with her. Grab a cuppa and enjoy the read.
1. Can you describe what inspired you to set up the Premae Skincare range and what the brand represents?
I was inspired to create Premae Skincare as I became a Vegan and couldn’t find Vegan skincare that was freefrom nuts, wheat and petrochemicals 5 years ago. Since then, it has become more common, but Premae reigns as the first to be Allergy UK Certified. No other Vegan brand has that certification for now.
2. The Premae Skincare range is the world’s first 100% allergy free natural beauty brand. How do you find the making of natural products?
I trusted my instincts. I began in my kitchen, cooking up balms and cleansers. I mimicked the African and Asian dishes I was cooking that made me feel good. I love curries, so I would use Lemongrass, Ginger and Aloe vera, since it is close to Okra. It was this basic alchemy that developed over 3 years and transpired into a brand with over 40 products.
3. What makes Premae Skincare different from other natural and organic brands?
The formulations of my products are Alkaline. This means the scientific properties of the end formulae are between 6-14 PH Neutral or Alkaline. This is powerful and aids the fast and longterm results of clear, balances skin. Other brands weaken their formulae with acidic chemicals. Our molecular structure are alkaline – electric, vibrational perfect.
4. In your foundation range, there is a shade for every colour, which is amazing. What do you think many brands shy away from extending their lines to accommodate the different shades of colour?
I guess that don’t really care. They know that women will buy what ever is put in front of them. So we moan but we still buy. If women of all shades demanded better products by not purchasing, the wider industry would listen. It has provided a great platform for a new brand like Premae to shine.
5. I read an old interview you had a while ago, and you said your best-selling foundation shade was the #2 Quinoa, and that 97% of your customers are white women and saying black women do not support each other in general. I agree 100%, very few of us actually support each other. Is that still the case with the clientele or has it improved?
I am pleased to say that since Sept 2015, the demographic of Premae consumers has evened out, with 60% white and European, 30% black Afro-Carribean and the rest is a mix of Asian and Eastern European. This is fantastic and I hope it continues.
6. What would you advise anyone thinking of setting up a vegan skincare range now?
I would urge them to think about their unique selling point. The market is crowded, yet there is always room for a new comer. Work in the beauty industry for 2 years, learn management, finance and marketing strategy. Surround yourself with a small group of advisors, mentors and stay positive.
7. Where do you see Premae Skincare in 5 years?
In every bathroom on the planet!
What are your thoughts? Have you used any Premae Skincare products? Sound off in the comment section.
Thank you for reading.
I love that this is vegan. as I am always on the lookout for new vegan skincare products to try.
The product so amazing Dannii xo
Great interview I love the sound of the brand its great that the products are natural and vegan.
Yea the products are amazing x
Such an interesting read and what an amazing idea to create your own brand and skincare because there was nothing out there for you x
What a great interview, I found this really interesting and what an amazing lady to start her own range of skincare x
Yea she is amazing x
I haven’t used this product before but it is good to know about it. And Clare is go gorgeous. Will check it out.
I pray her wish do come true, amen
I pray so too x
Awesome interview. I’ll have to check it out.
Thanks for reading Hanna
A really interesting interview and I am sure the products will be really successful x
Yea they are successful xo
Love that its all vegan – thats amazing to hear x
Yes it is x
This sounds like a fab brand! Awesome that they’re vegan and allergy certified too. x
Yea it is a fab brand xo
Love to hear about a brand that has a wide colour range – I always struggle there! Thanks 🙂
Thanks for reading Keely x
What an amazing lady – she sounds so inspirational I’ll have to check out more about her brand. x
You should Sarah xo
This brand sounds really good especially that it’s vegan. Great interview x
Thanks for reading Melanie x
Really enjoyed reading this interview and very interesting to hear she started it when becoming a vegan
Yea it is interesting indeed.
Dr Clare Eluka sounds like a very knowledgeable lady and a great beauty ambassador! Great interview!
Yea she is. Thanks for reading xo
Very interesting that it is vegan and allergy certified. I use Liz Earle which is also vegan, but will keep a look out for this one.
A skincare lover with perfect dress sense?! I’m absolutely in! Love that the products are vegan, thats awesome! xxx
The products are awesom indeed..
I found this really interesting, due to always having skin problems. I have to be so careful about what I use, everything from makeup to shower gel. I will definitely check these products out, I have not heard of this brand before. xx
Decleor is a great brand. I am sure you will find the right products with them xo
Brilliant interview hun, the brand sounds amazing! X
It is x
Fab interview, I love the sound of these products and she has a very impressive background x
Yea she does xo
Although I’ve never used it before, it sounds great for my sensitive skin!
It is xo
I have never tried or heard of Premae but I absolutely love that they have shades for every skin colour I can never find one for my skin tone.
The brand is so good Ana. You should try it.
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I had no idea that normal skincare products weren’t allergen friendly! Well played for correcting this oversight 🙂
Glad you found the post informative x
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Wonderful interview. Thanks for sharing!
Thanks for reading.