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“Why use liquid paraffin, when
you can use almond oil? Why use phenyl ethyl alcohol when you can use
the real thing, rose absolute?"
“As a regular consumer of beauty
products and as a woman who is not getting any younger, I am keen to use
fresh natural ingredients. "
As a founder of AMARA Natural Beauty with
Thirteen years retail experience and having been brought up as part of
an entrepreneurial family Amara Um is no stranger to the retail world.
Amara Um has a strong retail background and has gained valuable knowledge
and understanding of fashion and consumer trends. In the last three years,
Amara Um has worked on a one to one basis providing advice and guidance
to members of the public. This has given her the opportunity to study
the beauty industry and the chance to develop her product knowledge.
This greatly inspired Amara Um to take
the initiative to promote the UK’s most innovative makers of Natural
and Organic skincare and beauty products “all under one roof”.
Amara Um handpicks selected products for AMARA Natural Beauty and these
products are tested by Amara Um herself and a small team of individuals.
The handpicked products include products specifically made for teenagers
as well as products for men and women.
Amara Um is keen to ensure that
the products she selects are truely natural and organic. The products
promoted by AMARA Natural Beauty have a high percentage of plant based
ingredients which are free from synthetic ingredients, artificial colourants,
synthetic fragrances, petrochemicals, parabens, harsh detergents, DEA,
TEA and toxic ingredients. These products are not tested on animals. This
is the guiding force behind AMARA Natural Beauty.
Amara Um will be opening her first Swedish boutique imminently
and this will be followed by the opening of outlets throughout Scandinavia.
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