CLARE ELUKA, Premae Skincare
I started Premae because I suffered with Candida Albicans; intolerances to wheat, dairy (cheese, milk, yoghurt), yeast (glucose syrup, barley) and white sugar. This ravished my skin. I had eczema and acne. I looked ugly and it really affected my self-esteem and eating habits. I was constantly in denial. Every time I ate foods containing those ingredients my skin would react and my stomach would bloat. I had other side effects such as; dandruff, IBS, Athlete’s foot and migraines. I was ill and needed to completely transform my health. I then realised that when these ingredients appeared in skincare or makeup, my skin would react too. I set out to change the beauty world, introducing a new alternative – Freefrom Beauty.
My brand is the world’s first certified allergy-free beauty company. Other brands ‘claim’ to be hypoallergenic. Hypoallergenic is a general term. Bleach is hypoallergenic, as long as you don’t drink it. Basically, it means nothing, whilst Premae stands apart as the first completely gluten-free, nut-free, vegan and each ingredient is natural. We’re the first black owned brand to have a shop in a UK shopping mall – we’re based in Whiteleys Shopping Centre, Bayswater London. My inspirations are Bobbi Brown (I used to work for her), Estée Lauder (I learnt customer service from Estée) and the Body Shop’s Dame Anita Roddick. I was with that brand when they turned over their 1st million pound store, it took determination, hard graft and innovation to do that.
Clare’s top 5 go to beauty products:
MDM Flow Lipstick in Supreme
M.A.C Boot Black Eyeliner
Premae MM Foundation in Sweet Date: 13
Shea Butter Cottage Coconut Oil
Shellac Nail polishes
