International Women’s Day on 8th March marks a moment for women to be celebrated in every way possible. In PuRe’s 24 years of business, Co-Founders Cara and Kelly have always strongly believed in the power of investing in and elevating female talent. Around International Women’s Day, businesses can fall into the habit of turning the recognition of women and their achievements into a seemingly exceptional circumstance. As an all-female team, at PuRe we speak forthrightly about the brilliant abilities, potential, and accomplishments of women on a daily basis.
Looking towards the Beauty industry and Design world at large, it is female tastemakers and visionaries who define aesthetic and material culture as we know it. PuRe is proud to represent the women who are shaping these industries. Keep reading to discover these fabulous women who mean business… Prepare to be very, very inspired.
Naomi Astley Clarke, Interior Designer
Interior designer to the stars, Naomi Astley Clarke, spent much of her childhood reconfiguring the furniture in her bedroom, obsessed with the pursuit of beautiful interiors. Now, having worked in the industry for 25 years, she is one of London’s most sought-after designers. Characterised by the use of exuberant hand-painted walls and rich colour across bespoke joinery, Astley Clarke describes her uplifting approach as “timelessly elegant without taking itself too seriously.” She shares, “interior design and the curatorship of one's home, unlike the majority of professions, has long been championed by women such as the likes of Sibyl Colefax and Syrie Maugham. I feel so lucky to be in an industry that is surrounded by so many talented and inspirational women.” When asked about her current design icon, Naomi says: “At the moment, because inspiration waxes and wanes which is undoubtedly part of its beauty, I am loving the work of Brigette Romanek” – a self-taught and wildly imaginative Los Angeles-based decorator.
Carmen Tal, Co-founder of Moroccanoil
Moroccanoil co-founder Carmen Tal was miles from home when, after a routine colour service gone-awry, she experienced the powerful Moroccanoil Treatment while travelling. As she witnessed the transformation of her hair instantly revitalised, going from damaged to shiny, smooth, and manageable, she went on a quest to share the magic of this argan oil hair treatment with women across the globe – creating what has become a cult-favourite hair, skin
and body-care brand.
Sasha Plavsic, founder of ILIA Beauty
When Sasha Plavsic’s mother encouraged her to read the ingredient list on her favourite lip balm, she was shocked to discover many of the ingredients were not safe in something she used daily. The challenge was set – recreate her skincare favourites so that they would be safe, effective, and natural. Thus the story of ILIA began. Sasha sees skincare and makeup as one, and early on realised botanicals were not enough. She champions the idea that not every natural ingredient is good for the skin, nor is every synthetic bad. Clean beauty is where those two collide – with conscious, carefully-selected ingredients, and no compromises. ILIA continues to challenge the conventions of clean beauty, creating something radically new, through safe, potent formulas that protect and revive your skin. As said by W Magazine, “the contemporary makeup bag is no longer complete without something from
[Sasha’s] clean, effective line.”
Caroline Barnes, Makeup Artist
Caroline Barnes is one of the most revered international makeup artists in the beauty world, working in the top tiers of the fashion industry and on the faces of the world’s most high-profile women. Renowned for her fresh and understated approach to beauty, Caroline uses makeup and skincare as a catalyst for positivity and is known for confidence boosting through beauty.
Anna von Schewen, Furniture Designer & Architect
Designer and architect, Anna von Schewen, founded her studio in 1997 in Stockholm. Since, she has collaborated with some of Sweden's leading furniture companies, most recently on the reimagining of String Furniture’s Pira system – a mid-century shelving icon with clean lines and a light frame, which Mick Jagger proudly displayed in his London flat. Von Schewen has co-designed ‘Pira G2’ for which the ambition was never to design a retro-style piece of furniture, but rather to investigate the typology of the floor-to-ceiling shelf and embrace the core idea behind the original design – ultimately bringing a rock-royalty favourite up to date. Her Excellent Swedish Design Award-winning designs are featured in permanent collections across the world’s major modern art and design museums – cementing her as a 21st century design icon.
Amy Ford, Founder of Hello Sunday
Launching with a bang in 2021, Amy Ford’s Hello Sunday has one simple mission – to encourage all-year-round SPF protection. She knows that UV damage happens in everyday life, even on cloudy days, winter months, and cooler continents. After spending many years in Australia where awareness of sun damage is high, Amy returned to the UK with a vision to change the way we wear and perceive SPF for the better. Believing sun protection is a right, not a privilege, it was important for Amy to create a range that was affordable, would offer multi-faceted protection and provide expert skincare benefits in one, making it simple for everyone to slot SPF into their daily skincare line up. From serums to sticks, considering sensitive to oily skin types, and concerns from acne to dark spots, Hello Sunday has revolutionised protecting your skin, making it easier than ever.
Alicia Keys and Dr. Renée Snyder, co-founders of Keys Soulcare
Keys Soulcare is a collaboration between singer-songwriter and entrepreneur, Alicia Keys, and board-certified dermatologist, Dr. Renée Snyder, who both believe in the power of serious clean skincare and soul-nurturing rituals. To them, beauty is more than skin deep – it should truly care for the whole self: body, mind, and spirit. Every Keys Soulcare offering is infused with intention – from symbolic icons and affirming mantras to recommended rituals – to transform the time we spend caring for our skin into a moment of personal ceremony. As the first beauty company to utilise a Fair Trade Certified™ factory, Alicia and Renée hope to create a standard in the industry for social and environmental responsibility, empowerment and economic development.
Catarina De Avillez, co-founder of The Natural Africa
Born in France, Catarina has both South African and Portuguese heritage, with relatives who are descendants of the original rooibos farmers in South Africa. Catarina has made it her mission to bring Sub-Saharan botanicals to the rest of the world. The Natural Africa is her small batch, luxury skincare capsule collection founded on nature’s wisdom and then certified by science. Under the brilliant South African sun, rooted in the resilient terrain, grows the abundant, hardy fauna, trusted for its healing properties by ancient communities for millennia. Catarina’s team have sustainably, wild-harvested these botanicals from across the Cape and introduced them to the UK through 4 highly concentrated, dermatologically approved skincare formulas which are as gentle on the environment as they are on your skin.