Aurelia Probiotic Skincare

Claire Vero, Founder, Aurelia Skincare, Brand of Tomorrow 2016

Aurelia Probiotic Skincare launched in 2013 after taking two years to create.

“Launching an unknown premium skincare brand solely off a digital platform was always going to be a challenge. However I had faith in our unique science and knew that the products I had created were going to make a difference to women’s lives and would be a complete luxury to use. After only eight weeks we had our big break when Net-A-Porter wanted to stock Aurelia Probiotic Skincare as one of their first 15 brands in beauty. We sold out in 72 hours and it all started from there.”

In order to be a successful luxury entrepreneur what are three pieces of advice you would give?

Brand integrity is everything, follow your gut instinct on decisions, maintain focus by executing fewer things well.

What are the most important lessons you have learned along your journey?

Hire experts early to help grow the business, always maintain total control of your brand, and lastly take advice but make your own decisions.

What are the watch outs along the way?

Do invest in IT systems, accounting processes, IP & Trademarking, good legal contracts and web developers – it helps enormously down the line.