Aurelia skincare founder Claire Vero vividly remembers spending three nights on her own in 2013 in a freezing warehouse, re-gluing the packaging of her new probiotic skincare range. After a few months of creating luxury packaging, products were positioned into their containers,’ the 38-year-old mom of two recalls. I shipped a run of just one 1,000 out and started getting communications from customers that they had popped open in transit. The frosty glue wasn’t strong enough.
I needed to unpack 1,000 boxes and replace them with a hot-glued version. It had been a nightmare. Nonetheless it was worth it. Six weeks into launching the brand, the leader of Net-a-Porter Alison Loehnis called Claire to discuss including Aurelia as you of only 15 brands on the soon-to-be-launched beauty category.
It was our substantial break,’ says Claire. We sold within 72 hours and were being shipped into the U away.S., which is a difficult market to split notoriously. Share Back home, Liberty introduced Aurelia into its Beauty Hall, while Space NK rolled it out in 62 stores. Today, celebrity enthusiasts of the natural skincare brand – which combines probiotic research with botanicals and natural essential oils – include supermodel Yasmin Le Bon, and the number has earned 125 beauty honours. Regardless of the glue hiccup, Aurelia’s feminine rose and gold product packaging (the name comes from the Latin word aurus, meaning platinum) and groundbreaking use of probiotics arranged the brand aside.
- Pack daily rather than monthly contacts
- 1 tablespoon lemon juice