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Shen Spotlight: Q&A with Aurelia

Babak Kheshti

Posted on May 11 2016


Q: First and foremost, we’d love to hear how Aurelia Probiotic Skincare came to launch.

I had always been passionate about skincare and, having discovered how the power of probiotics can help to balance the skin during my career in pharmaceuticals, I set about creating a scientifically proven skincare range for all skin types that would focus on using the latest technology to encourage radiance, glow and to help with age prevention. I started to develop ideas for the products back in 2011, and worked hard to create a small range of products with the perfect textures, blends and results. I felt there was so much to be done to help educate women about their skin but also to provide a new effective, BioOrganic, luxury and ethical solution for them and finally launched Aurelia Probiotic Skincare in January 2013. 

Q: Aurelia is one of the first brands to focus on probiotic skincare. Can you share with us the philosophy behind probiotics? What does is mean to have probiotics on your skin and what is it doing for your skin?

The probiotic technology used within the products is designed to work at a deep, cellular level rather than on skin surface bacteria. We use a non-live probiotic which stabilises the skin by supporting its natural defence system and protecting skin from environmental stresses such as sun damage and pollution. Probiotics also offer on-going support against cellular inflammation, which occurs in every one of us especially as we age. I discovered the efficacy of probiotics while working in pharmaceuticals and wanted to make it our main approach to restoring and maintaining balanced, healthy and glowing skin.

Q: Our customers constantly comment on how great Aurelia products smells. How did you get that signature Aurelia scent?

I have always been a fan of aromatherapy and took a course in the techniques before launching Aurelia. I knew I wanted to use essential oils to fragrance the products from day one and part of the ingredients philosophy of Aurelia is that we never use synthetic fragrances. It took a long time to get the blends absolutely perfect and I am so pleased that the blends are one of the first things that customers comment on! We recently launched the Aromatic Repair & Brighten Hand Cream with a new blend of Vetiver, Ylang ylang, Lavender and Patchouli which is one of my absolute favourites at the moment!

Q: Shen’s number one cleanser is your Miracle cleanser. We use it in all our facials and our clients love it. Tell us the best way to use it at home in our bathrooms.

The Miracle Cleanser is wonderful because it suits so many skin types and helps keep skin radiant and balanced from the first use. For best results use it morning and evening as a first step to your routine. Take a healthy sized scoop or pump (from the new Deluxe Miracle Cleanser) and massage straight on to dry skin. Focus on firm massaging techniques to stimulate circulation for radiant skin. To aid lymphatic drainage and the removal of toxins, work the product outwards towards your jaw and ears and then remove with the antibacterial bamboo muslin cloth. Rinse the cloth under warm water, squeeze out some excess and remove the Miracle Cleanser in circular motions. You’ll find that skin is left feeling beautifully clean but not tight or stripped, allowing you to follow with your favourite serum or moisturiser.

Q: Who are your products for; Are they anti-aging, do they clear up acne, or are they for all skin types? What are your three “can’t live without” products?

Aurelia Probiotic Skincare is a line of products for all skin types and ages and can be used to calm and balance young, problematic skin all the way to helping to prevent premature skin-ageing and keeping mature and ageing skin glowing and healthy. We like to talk about the benefits of layering products, and to encourage people to really assess what their skin needs at certain times of the year, and not to feel restricted by one ‘skin-type’.

My three hero products are the Miracle Cleanser which is the ultimate first step, the Cell Revitalise Day Moisturiser which feels so velvety and the Refine & Polish Miracle Balm for soft, smooth skin. I love using it as a mask three times a week. It’s so easy to use and the results are instant! 

Q: We are so excited Aurelia has a new hand cream, can you tell us more about it?

The Aromatic Repair & Brighten Hand Cream was something I had been thinking about for a long time. I wanted a hand cream that would deeply nourish and hydrate the skin but also to work on treating pigmentation. Age spots and pigmentation are so common on hands so I wanted to create a luxury product that would work to reduce the appearance of age spots but that felt like a joy to use. The uniquely powerful Sea Daffodil Pigmentation Complex helps to diminish the size and density of age spots by up to 61% while rich botanicals like Red algae and Cassia senna protect and nourish skin while retaining moisture. It’s perfect for anyone with dry, chapped skin and also works to strengthen nails and soften cuticles. I developed the fragrance blend to offer a Moment of Mindfulness to help relieve daily stresses, and find that taking three deep breaths inhaling the fragrance helps to calm and ground me, and support a feeling of relaxation.

Q: Aurelia is one of our British imports and not everyone can get their hands on it in New York. What do you think the main difference is from a UK consumer and a USA customer?

Our products tick the box for any woman looking for luxury, natural skincare that will enhance radiance, boost glow and make her feel special. Whether from the UK or USA, our customers are always looking for the same thing; ethically-sourced ingredients, a Free-From ingredients policy and effective technology. All this alongside beautiful essential oil blends and textures! Stores like Shen allow like-minded customers to find gorgeous, niche skincare brands which is what we love!

Q: Aurelia truly sells itself. It’s gaining great popularity. What is on the horizon for Aurelia; Can you give us any sneak peaks?

I’m currently working on a whole portfolio of amazing new products. I wanted to create some more body products to complement the current range and I can’t wait for these to launch later this year. And we’ve got some seriously exciting skincare additions are on the horizon!