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‘Holistic, sensory rituals using blends created from pure spring water, wildflowers and bioactive botanical extracts to revive skin and senses’

How did it all begin?

Lisa and I have been friends for over 20 years and have always had a shared passion for health and wellbeing. In 2016 I had been in practice as a Holistic Practitioner and Craniosacral Therapist for over 15 years. Having also studied Homeopathy I had a keen interest in how diet, environment and the products we use can impact our health.

Lisa had a background in fine art but decided to move with her family to an organic farm in Sussex where they converted the farm buildings into eco holiday homes and became guardians of the ancient wildflower meadows, woodlands and hedgerows which boast rare orchids, native herbs and medicinal plants. With a desire to keep things as pure as possible they had a dowser search for a water source & after having it tested, discovered not only was it incredibly pure but rich in both minerals & naturally occurring silver.

I had the idea to create face mists from the special water, combining it with the wildflowers and botanicals on the farm to create a truly holistic product. We both committed to finding the best ways to bring this to fruition and when we found our master alchemist we began our AMLY story, little did we know at that point just what an incredible journey it would be.

What sets your business apart?

It took us over two years to achieve the exact balance of ingredients without compromising on purity. The incredibly pure water at the farm benefits from the healing properties of silver, well known for its anti-bacterial, anti-microbial & anti-oxidant properties.

We are meticulous about the ingredients we use and how they impact our health and the planet. From the beginning we have worked closely with our alchemist to identify botanicals that work to meet the specific requirements for each blend, this includes the actions on skin, senses, mind, body and spirit. We use sustainable packaging. We do not test on animals. We work with charities to support projects that are close to our heart.

What is the concept behind your business or the problem you’re solving?

We offer a holistic approach to the skin/body products we use in our everyday. We want them to become a joyful, sensory experience, a scent memory, a moment of calm and reconnection to self through nature.

Where to next/What is your brand vision?

We are very excited to be launching a Holistic AMLY Facial Ritual to salons and therapists in spas/treatment spaces, this will broaden our reach and introduce a new audience, also demonstrating how the products can be used to achieve the full benefits.

We continue to build our AMLY community through interactive events both at the farm and around the country.

We are a sensory brand and really want people to experience the products so continuing to find new ways to do this is our priority.

Kerry Moore & Lisa Smallpeice

Co-founders of


What do you feel passionate about/what drives you?

I feel passionate about life in general, I absolutely love discovering new things, people, places.

Share an example of early life that has shaped you?

My grandmother always used herbs and old family remedies to treat her children and grandchildren, she passed down her book on Herbs and their uses that I still refer to now. I originally wanted to be a doctor but life chose otherwise and I eventually ended up studying Homeopathy and Craniosacral Therapy. My love of botanicals and natural medicine has been poured into AMLY and I feel I can thank my grandmother for the early inspiration.

Highlights of your business journey so far?

It has been an absolute joy to share this whole journey with one of my closest friends and co-founder Lisa. Without our shared passions, life views and sense of humour it would have been just hard work!

Key lessons you have learned along the way?

Never give up.

Best piece of advice you have received?

Create your own path and don’t get distracted by what others are doing.

Advice to an aspiring entrepreneur or woman just starting her career?

Have a clear vision and know where it is you want to go.

What funding route have you chosen for your business and why?

We have had minimal funding, wanting to stay true to our principles and not have them watered down by having the wrong investment.

It is however increasingly hard to compete with the bigger brands without it so we are now open to looking at potential sources.

Some of the challenges you have faced and how you overcame them?

The recent challenges of Covid, Brexit, Economy have been extremely difficult and have meant we have had to adapt to the changing market and constantly look at ways we can be more efficient and innovative.

Why is it important to support women-led business?

From the very beginning we have chosen to work and collaborate with women and women lead businesses. We know how hard it is to create and sustain a business and really want to support others, wherever and whenever we can.




Kerry Moore & Lisa Smallpeice

My inspiration is...

(Kerry) Nature.

My greatest fear is...

(Kerry) Being boring.

The most courageous thing I’ve ever done is...

(Kerry) AMLY.

Guilty pleasure?

(Kerry) Afternoon naps.

Mantra you live by?

(Kerry) Don’t worry, be happy.

Female role model?

(Kerry) Aimee Mullins.

Women-led brand you love?

(Kerry) Daniella Draper.

Top productivity tool?

(Kerry) Don’t panic.

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