|Photo courtesy of http://www.cutecosmetics.co.uk/|
- Why did you start Amie Skincare?
I started Amie because I had become so frustrated searching for products that would be right for my daughter’s skin. She was starting to go through puberty and needed something to control the oiliness and blemishes that were starting to affect her. I wanted something gentle yet effective, that was full of great natural ingredients and free from harsh and aggressive chemicals that could irritate her delicate skin.
- Where did the name “Amie Skincare” come from?
Well, Amie means ‘friend’ in French and I thought that my range should be your skin’s ‘best friend’ because it acts like your best friend does: helps and supports you through difficult times and is always there to make you look and feel your best!
- Did your past experience at Estée Lauder help you with creating Amie Skincare?
Yes and no. I certainly knew how the beauty business worked but I have never had to create products from scratch myself before. At Estee Lauder they have whole teams of Research and Development who do that for the marketing team, so the product creation side of things was a very steep learning curve for me.
- How long did it take you to get the brand into stores?
Not too long, actually, because I had really identified a gap in the market and the stores could see that too. So, it was only about six months which is very quick in reality!
- Did it take long to create products that are natural, vegan friendly, and safe for all skin types?
Yes, it took a long time to get the products absolutely right. I was very particular about the look and feel of the products as well as about the performance. I also wanted them to have lovely, enjoyable fragrances, so that you felt pampered using them. So, it took lots of go’s to get everything absolutely right.
- Do you have new products in mind for the future?
Of course ! I love creating products and I am currently working on some lovely new formulas using some gorgeous natural ingredients. So, watch this space!