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A multi award-winning probiotic skincare brand that fuses BioOrganic botanicals and natural essential oils with scientifically-proven probiotic ingredients to protect, restore and balance the skin from within.

Intelligent skincare with integrity.

How did it all begin?

Having spent nearly 10 years at the forefront of pharmaceutical excellence, working for one of the biggest global pharmaceutical companies, I saw and discovered a great deal. Once I learned about probiotics and the difference they could make to the skin, I wanted to use these unique ingredients to continuously manage inflammation in the skin to protect, restore and balance. Not only did I want to use probiotic ingredients within the range, but I needed the products to be natural, nurturing and ethical. We are a cruelty-free brand, sustainably sourcing the botanical ingredients found in every product, giving you peace of mind every time you use them.

What sets your business apart?

The probiotics within the range are what sets Aurelia apart from other skincare brands. We are using a unique complex of three technologies derived from probiotics which simultaneously repair the skin, boost collagen production and balance the skin’s immune response. We are also a natural brand, with a strict list of ingredients that we never use. As part of our ingredients promise you won’t find things like sulphates, parabens, mineral oil, MI or synthetic fragrance in any of the products.

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

When I was coming up with the idea for Aurelia Probiotic Skincare, I spoke to a lot of friends about their beauty routines and skincare concerns. Nearly everyone I spoke to complained of sensitivity, fine lines, redness, oiliness, occasional breakouts and dehydration. None were particularly thrilled with their current routine so I set about creating a one-size-fits-all collection of skincare products. I wanted to create a range that would cater to all skin types looking to balance, hydrate and soothe the skin, which is why I chose to introduce such a strict ingredients promise when formulating. This would mean no stripping sulphates in the cleanser, no silicone in the serums and moisturisers and no synthetic fragrances across the products.

Where to next/What is your brand vision?

My vision is to help women achieve the skin they desire. At Aurelia we are all about bringing back the skin’s natural glow, luminosity and radiance so that at any age, you can look and feel your best. I have always had an interest in the wellness side of things and I have been looking in to what that could mean for us in the wellbeing sphere so watch this space!

Claire Vero

Founder of

Aurelia Probiotic Skincare

What do you feel passionate about/what drives you?

I am passionate about following through with ideas. I have always believed that if you want to do something, give it a go! Success comes when you take the plunge.

Share an example of early life that has shaped you?

I was always a very keen sports player and trained in the discipline of modern pentathlon. Playing a variety of sports helped me see the benefits of hard work from an early age.

Highlights of your business journey so far?

I’m so lucky that there have been so many to choose from. When you’ve started a company, even the smallest milestones can feel like the biggest thing in the world, and from getting our first orders online to being picked up by Net-A-Porter, Liberty and Space NK in our first year, the highlights are plentiful. Winning over 100 awards in 5 years was an amazing achievement and something I’m extremely proud of.

Key lessons you have learned along the way?

I have learned that even with a small team you can achieve some amazing things, and that with hard work, dedication and the passion of like-minded people a lot can be done. Also, that unforeseen problems can come from anywhere, so I’ve learned to be resilient, even when the pressure is on.

Best piece of advice you have received?

That you are the driver of your own success.

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

Be brave and bold with your ideas and when you need to build your team, choose people who share the same passion as you.

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

I self-funded the business using all of my savings to launch the initial run of products, packaging and website build. We then used the government’s Seed Enterprise Investment Scheme which offers tax relief to friends and family, which meant we could continue to launch and develop products.

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

Launching a start-up comes with a variety of challenges which can sometimes feel never-ending. From packaging issues to launching products on time, all the way through to finding office space big enough for a growing team, each week, and sometimes each day, would bring up a host of issues to overcome. One challenge that sticks with me was incredibly early on, when I was still doing all of the day-to-day on my own. It transpired that our printers had used the wrong type of glue on our out cartons. I had to spend hours and hours re-gluing hundreds of boxes to make sure we had enough stock to fulfill orders. The only way to overcome a variety of different challenges is to work hard and try not to panic, it will all become worth it in the end.

Why is it important to support women-led business?

By choosing to support female-led businesses you are helping to bridge the still existent gap in equality. By supporting women in high-powered positions you are inspiring the next generation of entrepreneurs looking to make their mark.




Claire Vero

My inspiration is...

My family and friends.

My greatest fear is...


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

Launching a beauty brand online.

Guilty pleasure?

Almond croissants.

Mantra you live by?

Work hard and be kind.

Female role model?

Millicent Garrett Fawcett, suffragette.

Women-led brand you love?


Top productivity tool?

The to-do list app called Clear. It's amazing!

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