In Conversation With: Vemel

Welcome to Vemel the home of truly natural waterless skincare. Vemel was born as an antidote to the chemical overload that is found in our every-day lives in a quest by its founders to help their children who suffered for years with eczema related skin conditions and allergies. Vemel believe that by reducing the chemicals that we absorb on a daily basis we can make long terms benefits to our overall health.

We speak to Agi, the founder of Vemel about why she started the brand and what makes her skincare products so special


Tell us a little about yourself, and what inspired you to create Vemel?

I’m Agi and I am a founder of the waterless organic skincare brand, Vemel.

Vemel was founded as an antidote to the chemical overload that we find in our every-day lives. I had suffered for years with Endometriosis and our son with eczema. The negative cycle of ineffective treatments for both of us made me realise that many health and skin related conditions we are facing as a nation comes not only from what we eat but also from what we put on our skin and gets absorbed into our bodies. As a family, we reached a point in our lives where toxin overload within our bodies was a huge concern. I emptied our bathroom cabinet and studied each individual ingredient on every product we had.

I was horrified with my findings and disappointed how misleading the beauty industry can really be to the consumer, especially considering some of the skincare products I had were already labelled as Organic. My immediate focus was to create a balm that would treat my son’s severe eczema (which was no longer responding to medication), but also to create a more honest, consumer friendly, natural skincare. Waterless was the key to this discovery. By opting out of this bulking ingredient I was able to create skincare, free of preservatives, alcohols or any synthetic ingredients. Sourcing organic ingredients was also my main focus. One can only truly appreciate the impact and potency of nature’s wonderous botanical ingredients when they are grown, free of pesticides and herbicides. If you are living a healthy lifestyle with regular exercising and a healthy diet, why smother yourself with harmful chemicals every day?

What makes Vemel completely different to all the other beauty brands out there?

We believe Vemel is a truly unique brand like no other in the green beauty sector. While many brands claim some of the below, we have successfully achieved all!

– Waterless means no preservatives or alcohols of any kind
– Vegan certified
– Certified organic and natural ingredients only
– Free from SLS, synthetic ingredients, phthalates, colourants, fillers or PEG’s
– Free from perfume and essential oils, as these are classified as skin irritants but also damaging to aquatic life
– Our packaging is sustainable and eco friendly, our entire collection is plastic free. Many brands pride themselves on using alternative plastic like sugarcane, this however is still not biodegradable and needs to be recycled. The UK as a nation only recycles about 9% of our entire plastic waste, the rest goes to landfill. Our dark blue glass containers come from already partly recyclable material and are fully recyclable.
– Our outer packaging is fully biodegradable as we have said no to lamination, instead our boxes are matt finish and we have gone the extra mile by sourcing vegan biodegradable ink to be used throughout our packaging.
– Our Brand is based around honesty, we wanted to create a more consumer friendly shopping experience which is why we have listed our ingredients in common English names.
– Packed with effective and most potent ingredients derived from organic butters, oils, actives and botanical extracts, our products are family friendly, age and gender neutral and suitable for all skin types.

Vitamin Rich Face Butter, 50g


Can you talk us through some of the skincare rituals you follow/are inspired by to create your products?

I enjoy the everyday self-care moments as it’s these little luxuries in life that make me happy. Using only organic and natural products makes me feel like I am connecting with nature and feeding goodness to my body from the outside. My evening routine;

STEP 1 – I start with double cleansing using our Vitamin Boost Cleansing Balm. I apply the balm into the palm of my hand using the bamboo spatula we provide, warm this between my palms and massage into my dry skin for about 30 seconds to melt the daily grime and make up. I love how this vitamin rich blend gently purifies without stripping my skin.
I remove it using a warm damp cloth. I double cleanse with another face cleanser, the identity of which we can’t reveal just yet. Watch this space!
I never skip on double cleansing as I believe a good skincare routine starts with cleansing. No matter how good your moisturiser is, it simply won’t deliver if you apply it to a dirty face.

STEP 2 – After cleansing it’s important to apply the next step while my skin is still slightly wet. I apply our antioxidant rich, anti-ageing super fruit punch, Active Radiance Serum, to seal in the moisture.

STEP 4 – I apply eye cream, this is one of our many products in testing. My bathroom is full of new creations as I’m constantly inspired with new formulations.

STEP 5 – at night my final step is to apply our Vitamin Rich Face Butter. Using the organic bamboo spatula, I apply a pea size amount of butter into my hand and warm it gently before applying to my face. I now take a few minutes to gently massage the butter using circular movements. I love this step the most as it allows the vitamins and minerals to penetrate deeper but also it gently relieves the daily tension while increasing oxygen flow which promotes collagen production.

What has been the most rewarding feedback you have received from a customer who has purchased one of your products?

The most rewarding feedback we have received is related to our hero product behind our brand, the Wonder Balm. Battling severe skin conditions like eczema or chronic illnesses like endometriosis (which I suffered with for years! I am now endo free) can be a very stressful and lonely journey. It was always my passion to share our experiences and help others. We have received hugely positive feedback from many clients who have used our products to help treat their various skin conditions. A few of which I have listed below:

“Everyone knows my skin battles and although I am extreme I know there are so many people with dry skin /eczema / psoriasis and so on. And if we are wanting to avoid the topical steroid what can we use? I have spent hundreds possibly thousands on products in the past only to find they either sting immediately or work for a few days and stop.
I got in touch with Agi who knows about skin let me tell you. She created these products as her own little boy was suffering.
She has given me so much advice and the products are absolutely amazing. I use the wonder balm and you can use this for anything all dry skin . It’s nourishing and totally organic, it goes in like silk and my skin loves it. Nothing in it to irritate and feels like luxury skin care.”

“The most eco friendly, planet conscious brand. They tick all the boxes! But, it’s not just the company values that should encourage you to invest in this brand, it’s also their fantastic performance! The Active Radiance Serum sinks in quickly and it makes the perfect base for make up. It leaves my skin super moisturised but not greasy. I have been looking for a lighter oil for the morning use for some time and this is just perfect!”

“I’m really excited about this brand as I have spent around 10 years if not more searching for the best natural deodorant, and I finally found it! I’m obsessed with this product.”- (Makeup artist)

“Wonder Balm is amazing! I used it on my baby’s severe baby acne, eczema, nappy rash and sores it cleared my babies skin so quickly! I can’t shout enough about this natural balm!”

“I dared to wonder what my skin & lips would be like without Wonder Balm during our skiing trip. I used it on my children’s skin who had some minor sun burn, my husband used it on his lips and I use it all over my face. If I could carry it in my ski jacket pocket I would!”

“… the Vitamin Rich Face Butter is divine! I love how moisturising it is and feels really nourishing.” – nutritional therapist.

“I can’t believe Wonder Balm helped to dramatically improve my psoriasis in just one week!”

Vitamin Boost Cleansing Balm, 60g
Vitamin Boost Cleansing Balm, 60g

Of the Vemel products that we are featuring on myza, which is your particular favourite and why?

Active Radiance Serum is my favourite as it’s a very versatile product. I use it as a serum during the winter months before my moisturiser. I use it as a moisturiser during the summer months. I carry one with me all the time when my skin needs an extra kick of moisture whether it’s for my face, hands or to be used as a lip gloss. It’s also perfect for your gym bag and I use it for my children’s delicate skin after their swimming lessons.
Wonder Balm is also my favourite, I always turn to this balm for any skin emergencies we face as a family and we always take one with us on holiday. It’s a pot of calming wonder that every family should have in their bathroom cabinet! As a family we spend a lot of time outdoors. We love mountain biking and skiing but also we spend a lot of time gardening, growing our own fruit and veg, so whether it’s nettle rash, insect stings, wind and sun damaged skin or extremely dry hands and feet Wonder Balm always comes to the rescue. I love the fact that it’s safe to use on our children over and over again.


Where do you see Vemel being in the next five years?

I would love for Vemel to become a household name. We have created a skin care brand which is completely health conscious, not only for ourselves but for the planet too. Being waterless and therefore consisting of 100% botanical ingredients that are good for our bodies, the cost to manufacture our brand is significantly higher than almost all competitive brands on the market. We have however positioned ourselves from a price point at the mass market audience that does not restrict gender or age, with the aim of giving people a genuine healthy alternative skincare at an affordable price.

Wonder Balm, 60g



What drives you, and where do you get your inspiration from?


Sharing and helping others is what drives me the most! Every single person I speak to are shocked when they hear that the vast majority of skincare products contain up to 90% water. Water breads bacteria, harmful ingredients are added to prevent this process, ingredients that are only allowed in skincare in very small doses. However no regulatory body appears to be testing the impact on our life from the long term exposure to these ingredients through food, skincare, home care, etc. ” I believe it’s time we all had a reality check and started to question what we put onto and into our bodies. Our lifestyle choices have a huge impact on our health and we need to work on regaining the lost connection with nature. Living in synergy with our planet is our brand ethos here at Vemel. Developing more health inspired skincare is our long term goal. Although we only launched our brand late last year I already have several products which I am currently trialing with a view of launching Autumn this year.


Finally, a few pearls of wisdom from you! Run us through your recipe for a great night’s sleep, and some do’s and don’ts that you recommend following, or including in a pre-sleep schedule.


I would definitely say coming off your electronic devices about 2 hours before bedtime is a must for a good night’s sleep. Both myself and my husband and business partner are very driven and I have a strict rule of not discussing business in the evenings as I know this will prevent a good night sleep for me. Self- discipline is a must here!
To help me switch off, I cherish my evening skincare routine as described above, which I do just before I go to bed. The reason for this is that I complete the final step which is a short facial massage while in bed. This helps me to relax my senses and I feel like I’m feeding my skin with goodness at the same time, it’s a win, win!
I must admit sometimes when a wave of inspiration comes to me in the evening (the majority of my true inspirations always hit in the evening!), I break all of my rules. I hide away somewhere at home and I email my suppliers, so that the next morning I already know if they can source what I need. I write down all my ides, formulations and everything that crosses my mind in my special notebook just to get it out of my head in order to be able to switch off and sleep. On such nights, I have to do an evening meditation as otherwise I will not be able to sleep.



The Myza Editorial Team

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