NATURAL SKINCARE PRODUCTS
Today let’s talk to…
Founder: Georgie Cleeve
Location: London, UK
Georgie Cleeve founded OSKIA after witnessing first-hand the skincare benefits of MSM, more commonly known as the ‘Beauty Mineral’. The concept based on one exceptional mineral soon evolved into a nutritional approach harnessing all the essential cell nutrients – minerals, vitamins, proteins, essential fatty acids – that are critical to skin health and performance. OSKIA’s formulations are designed by Georgie and a team of internationally – recognised nutritionists, doctors, dermatologists and skincare experts, and manufactured in OSKIA’s own factory in Monmouth, Wales.
How did you come to set up Oskia? What inspired you to create your brand?
OSKIA was born out of an accidental discovery – in that I mean that I didn’t purposely set out to launch a skincare brand – rather it was a discovery of an amazing mineral that saved my knees, my sanity and my skin, and I couldn’t keep it to myself. During my teens I suffered from severe knee cartilage damage and after many failed operations was persuaded by my father to try his new joint supplement for race horses that he introduced to Europe – namely MSM – the most bio-available form of the mineral sulphur – a mineral vital to collagen production (and therefore cartilage) as well as keratin & amino acid production, and 150 other bodily compounds and processes including detoxification and anti-inflammation. In short, after being told I would never ski or run again, I’ve completed in endless triathlons, skied heavily and my skin, a combination of acne and eczema completely cleared and transformed into a truly healthy looking complexion – a side effect that wasn’t expected. The seed of an idea was sown, but it took many years of being a food journalist before I decided to embark on bringing a nutritionally-designed skincare range to the market, and even more years of extensive research, development and training until OSKIA launched in 2010.
How would you describe your brand philosophy?
Honesty & integrity. In our world there is a lot of marketing puff, particularly in terms of pricing. We treat the customer how we could like to be treated. No puff!
Where do you source your ingredients from?
I spend a few hours a day researching new ingredients. All our ingredients are natural or extracted from natural ingredients, but they are also very technical and come with reams of technical papers and I only pick ingredients that are proven to be the very best at what they do. I will never pick an ingredient from some far off land due to its marketing exoticism as we try and keep air miles to a minimum. The exception to the rule is Bakuchiol which comes from India, but I spent two years searching for an ingredient that could clinically rival retinol, and this was it.
Favourite thing about your job?
Receiving the many thank you emails about how we’ve transformed their skin and therefore their confidence – it’s the most amazing thing in the world knowing we’ve helped someone be happier in themselves.
If you had to use only one beauty product from your range, what would it be?
This is impossible to answer! Ahh, what would it be? Well if I was stranded on a desert island and only had one product in total, then it would be our Renaissance Hand & Body Cream. It’s too good for just a body cream and I use it for weekends away for my face and body – it contains an enormous amount of amazing anti-ageing & anti-pigment ingredients – it does everything. It also smells divine. However, I couldn’t go without our Renaissance Cleanser or Super 16 Serum either.
What is your most treasured wellness secret?
Never weigh yourself. I haven’t in years – but go by how I feel instead.
What is your approach to nutrition? How do you keep healthy?
Coming from a food background (as well as being brought up on a farm), I have a very natural relation to nutrition. I eat when I need to and what my body craves. I think listening to your body is vital. We forget how clever our body is, and we need to listen to it more. I only eat fresh food and a great variety, which I also think it vital. Our plates tend to be large and very colourful with anti-oxidant & anti-inflammatory foods taking up about 60% of what I eat.
Fave kitchen staple:
Tomato paste – packed full of lycopene to protect our cells, and great to add to children’s ‘secret sauces’.
Can’t live without:
Avocados. Simply the best skin food there is. I will eat at least one every day.
Your healthiest passion:
What do you do to relax?
For me now, the world ‘relax’ means ‘peace and quiet’. It’s time away from noise, away from thoughts and away from people. Even if I can only grab 20mins sitting quietly, it’s enough to recharge me. However, that said running and walking also do the job perfectly, ideally in the country side in Wales
Your current mantra?
Be nice to people. So simple.