Beauty Idol: Clare Eluka from Premae Skincare

Clare Eluka Beauty IdolClare Eluka is a former makeup artist who launched Premae Skincare almost three years ago when she saw a gap in the market for a vegan beauty brand. Since then she has won many awards winning people over with her skincare and bodycare for women, men and babies. What made you decide to set up your own beauty business? After suffering with Candida Albicans, an intolerance to wheat, dairy, gluten and yeast, I became very ill and my skin, hair and nails were ravished. I decided to address the niche in the market by creating the worlds 1st completely allergy-free beauty company.

What is the concept behind Premae Skincare? Premae is the first skincare and makeup brand to have undergone testing to ensure that the products are free from allergens via Allergy UK whom use humane testing on people with severe allergies including ; acne, dermatitis, eczema, psoriasis and uticaria. The brand is vegan approved by Peta and is like a beautiful fruit and vegetable Alkaline salad for the face and body. Pure enough to eat, soft enough to sleep in.

What sort of research did you do to find out what sort of products your customers wanted to buy? I believe in the Richard Branson approach - test the market on the go - just launch and keep asking your target audience what they like until you begin presenting it in a way that makes them happy and trust in your brand ethics. I used beauty boxes such as Glossybox and Birchbox to reach 90,000 women from January 2012 to September 2014 through targeted sampling of products and receiving incredible insight and feedback which we use to improve and promote the brand.

How did you decide on the look and feel of the brand? The brand is a reflection of my personality. I wanted to create a company that made me feel like 'Gosh, I want to buy something everyday' - a brand that oozes excellence and elegance but delivers this is in a gentle, natural and welcoming way.

What are your future plans for Premae Skincare? Without giving too much away, we have a major campaign beginning Jan 2015, and have the prospect of entering new retail channels. This December we celebrate our 3rd birthday at our luxe Whiteleys Flagship Store. New products will be joining the current ranges and services at our stores will begin.

What are your favourite beauty products? I cannot live without my £2.99 black eyeliner from Paks. I swear by my Premae Harmony Creme Balm and Balance Rescue Face Tonique as if I'm not careful, I am prone to blemishes. I'm a lipstick lady, so any Bobbi Brown or Mac lippy will do, you will usually catch me wearing Diva (Mac) or Brown (Bobbi). I live in Premae MMFoundation in Shade 13: Sweet Date, it's basically an organic answer to NW45.

What advice do you have for anyone who wants to set up their own beauty business? Learn how to do your own VAT. Have enough money to hire great sales staff (they can make or break your business). Get superbly organised and prioritise your time. I was told 65% of your time should be spent selling, one hour doing admin and two hours producing and creating. Most entreprenuers are spending six and a half hours doing admin. Sell your products and services, focus on your bottom line. Without it, you're not a business - you're creating a glorified hobby. Get rid of nah-sayers, book beautiful holidays and take time off. Eat very well, do not snack on junk - you need all the energy you can get. The biggest misconception is that "oh, I'll have soo much free time". Nope. You'll be working 60 - 85 hours per week, but done right, it will be absolutely worth it.

For more information about Premae Skincare please visit their website.