Fashion & Style Police Interviews Premae Skincare Founder – Dr Clare Eluka

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.
Clare Eluka Image
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.
Clare Eluka Interview Image
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.

Product Review: Premae Harmony Face Wash and Foundation

Premae Vegan Harmony Face Wash Image

I am always on the lookout for great skincare products, especially face washes and cleansers, because I struggle to find the perfect products. Many of the cleansers and face washes do not do the work. Most of the ones I have had the misfortune of using hardly wipe off makeup. I usually find myself cleansing and re-cleansing for ages, which can be very annoying. So you can imagine my reaction when I had the opportunuty to review the Premae Harmony Face Wash and foundations, I jumped at it, obviously.

This vegan face wash is allergen and gluten-free, which is amazing. I am so into vegan products at the moment, I had the pleasure of reviewing some makeup products from The English Mineral Makeup Company, and so far, I have been impressed with all the products I have tried. I can see myself going down the vegan/mineral mkeup route full time now.


Here is the Premae face wash product description:

The Coconut-infused wash gently lathers and turns the gel into a rich cleanser excellent for combination and oily skin types. Indonesian Lemongrass fades acne scarring and redness.

Gently removes non-longwear makeup and other impurities. Unclogs pores, cleanses blackheads and excess oil on combination skin. Leaves skin healthy, fresh and oily-free.

Directions: Morning and night as a daily cleanser to purify skin. Use twice daily


Premae Face Wash Image



  1. This face wash removed every trace of makeup I had on, and trust me, I had loads. I only had to use a little bit of the face wash too.
  2. It is gluten, perfume and allergen free, which is fantastic.
  3. It is so gentle, you could use it with your children.
  4. My skin feels great after every wash. It does not feel dry, it feels clean and moisturised.
  5. It is quite affordable at £29.
  6. It is great for combination and acne prone skin.



This Premae Harmony Face Wash is PERFECT. I recommend to anyone battling with acne or combination skin. This face wash is the TRUTH.


Premae Skincare Foundation Image


I also had the pleasure of trying the Premae Agave Foundation Shade 11 and Cinnamon Foundation Shade 12.


Here is the product description:

This foundation has the same technical and scientific attributes as the rest of the multi-award winning Premae Skincare range; it is free-from gluten, nuts and tree nuts, parabens, petrochemicals and SLS.



  1. I love the fact that Premae Skincare caters for the black skin. Women of colour, get in here. This foundation comes in 15 shades from fair, olive, to very dark, so there is a shade for everyone. I tried the Agave shade and the Cinnamon shade, and the Agave is the perfect shade for me, although you can hardly tell the difference.
  2. It is great for all skin types.
  3. It is anti-ageing, antioxidant and Phyto Nutrient (Vegan fruit and herb ingredients).
  4. It provides great buildable coverage. It can go from light to full.
  5. This foundation feels lightweight, airless, breathable and pure. It is safe enough to sleep in.
  6. This is the first healthy foundation formulae – Mango Butter, Jojoba and Rose based. It is one of the best foundations I have ever used.
  7. It stays on for hours, very long-lasting.


Agave Shade 11 Swatch

Premae Agave Foundation Image

Premae Foundation Images


Cinnamon Shade 12

Cinnamon Foundation Review Image



  1. This foundation could be lighter. I like my foundations very light, so there is still a tiny room for improvement.

I recommend the Premae foundation, it is  great product, does all it says it would do and more. It is definitely a foundation to try. If you want to shop this range, use the discount code – Online 30 and get a 30% discount off, valid until 31st December 2016.

What do you think? Have you tried any of these products?


*PR samples included.



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