A couple of weeks ago I shared an introduction to the wonderful Amie Skincare (read that post here). Amie is an award winning skincare range that is just now available in Canada exclusively at Shoppers Drug Mart. It is a range of 8 thoughtfully curated products made with organic ingredients to treat your skin naturally. All 8 products are cruelty free, completely vegan and extremely affordable!
After falling in love with the Amie range, I was given the chance to ask the founder, Fiona Parkhouse, a few questions. I was absolutely thrilled to be able to pick her brain and to understand her inspiration that I set right to brainstorming and I wanted to share her answers with you!
1. How did you get your start in the beauty industry?
After university I wanted to work in marketing and was lucky enough to land a job in the ultra-glamorous marketing department of French cosmetics brand Yves St Laurent. Working with such wonderful fragrances, skincare and colour cosmetics, I was hooked on the beauty industry from that moment on.
2. What led to the decision to start your own company?
Really, it was my passion to create the products that I felt were missing from the market, and to make something very natural and gentle for my own daughter’s lovely skin that was going through puberty and so experiencing all the problems and changes that brings.
3. What was your initial vision for Amie and how did it change?
Well, we started really talking to young and teenage people about their skin but then quickly realized that women of all ages were looking for high-quality natural solutions that were affordable and, most importantly, effective.
4. What was the biggest lesson you learnt in starting Amie?
That creating the products was the easy bit ! Running an entrepreneur-driven business when you are competing with so many gigantic global skincare brands is very daunting.
5. How hands on are you with the actual creation of the products?
Totally, totally! Creating products is what I absolutely LOVE to do the most. I also care deeply that any product that I am behind has to be just perfect and will not let people down on what it promises to deliver.
6. It is not common to produce cruelty free and vegan products, was that very important to you?
Extremely important to me and to my daughter, Samantha too.
7. You’re products are so affordable, why did you choose to avoid becoming a luxury brand?
It would have been much easier for me to be a luxury brand because I had always worked in that field but I felt passionately that it was time to make natural products less niche and more mainstream so more people could enjoy their benefits.
8. Do you use your own products and what would be your favourite?
I absolutely do and I love all of them, of course, but my personal favourite is our best-selling facial wash, Morning Clear Purifying Facial Wash, because it is so moisturizing and softening to the skin as well as smelling great.
I also love our Bright Eyes Gentle Eye Make-up Remover because it is the best eye make-up remover that I have ever tried.
9. What is your best piece of beauty advice?
Be kind to your skin and treat it well and you will see the results. Use products that are gentle and do not contain harsh and aggressive chemicals. Cleanse and moisturize every day without fail.
10. Describe your personal skincare routine.
In the morning I use Morning Clear Purifying Facial Wash in the shower, then I moisturize with Morning Dew Matte Finish Moisturiser as I still have oily skin – even at my age !
At night, I take off my eye make-up scrupulously with Bright Eyes Gentle Eye Make-up Remover before washing my face again and then moisturizing with our richer moisturizer, Morning Light Hydrating Daily Moisturiser. Once or twice a week, I love to relax using our Spring Clean Deep Cleansing Mask as a treatment.
I think it is really fascinating to see what the people behind the brands think and how they truly view their products, so this was a really exciting experience for me. Have you tried anything from Amie?