Ita Ohayon is founder of Amare Vita Skincare. With a degree in Chemistry and Biochemistry, Ita is a self-confessed chemistry geek with a passion for skincare. As a working mother of three, she found it hard to make time in her day for a skincare routine that included all the vital ingredients her skin needed. Her love for skincare and her need for a simplified skincare routine combined to create Amare Vita Skincare.
Can you tell us a little about your background and the company?
“I’m a self-confessed chemistry geek, with a degree in Chemistry and Biochemistry. I also have a passion for skincare, so I combined the two to create Amare Vita Skincare.
“The brand launched in 2021, after years of extensive research and working to create the best possible products. We have created a streamlined range of skincare products that work perfectly together to create a routine that is not only quick and easy to maintain, but effective.”
How did the idea come to you for the company?
“One evening, I sat down and reviewed all the ingredients in the skincare products I was using and found similarities across all of them, with products only including a small number of effective ingredients and a high percentage of fillers. I realised that these ingredients could be condensed down into a handful of effective products, resulting in a more streamlined approach to skincare, meaning we can spend less time in front of the mirror, and more time doing what we love.”
How did you achieve awareness?
“We have achieved awareness through social media, with make-up artists and influencers recommending our products to their followers. We have also been featured by some great publications and product round-ups, like Country & Townhouse’s editor beauty brand picks, Ok! Magazine’s beauty director loves and the Sunday Express’ new products!”
How have you been able to gain funding and grow?
“Amare Vita Skincare is self-funded, so we haven’t requested any further financial backing at present. I think we have done incredibly well to get to the position we are currently in without any additional funding, but we are considering crowdfunding and investment to help us take Amare Vita Skincare to the next step.”
What are the key successes?
“We have just been listed by the well-known, sustainable retailer, Wolf & Badger, which is an amazing achievement considering our size. Our Eye Cream, All Eye Need was also shortlisted for the Real Beauty Awards 2021, and we were amongst some huge players in the industry, so this was an incredible moment for the brand.”
What were/are the challenges and how have you overcome these?
“When launching a skincare brand, it’s very important to inform your audience on the benefits and unique selling points of your products, and how they differ from other products on the market. Through our social media messaging, website and PR, we have educated our customers about our streamlined range, and how it is designed to save you time, whilst being packed full of clinically-trialled ingredients that provide results.
“Sustainability is incredibly important to us, and we have had to work extremely hard to make as many elements of our brand as sustainable as possible. This is not an easy feat, especially when you are a small business with a limited budget.
“We were able to source recyclable packaging where possible and are striving towards ensuring that all packaging elements, such as our caps and pipettes, are recyclable by 2025. We also ensured that all of our products are cruelty free, vegan-friendly, sustainable, GMO free and contain organic ingredients, providing our customers with peace of mind that the products they are using are of the highest quality, without having to compromise on their values.”
What are your plans now/for the future?
“We are planning on expanding our range of products, with our new mask, The Afterglow, launching very soon! We will also be adding a cleanser, exfoliator and toner to our collection, three products I am incredibly excited about. We also plan to increase our retail listings across the UK, so watch this space!”
What would you like to share with others to encourage them to start their own entrepreneurship journey?
“Let your passions lead the way. When starting your entrepreneurship journey, you should focus on creating a business you are truly passionate about, as it will make things so much easier.
“I live by the motto that it is better to be sorry for the things you did try, than the things you didn’t. I think a lot of people are scared to start their journey due to fears of failure, but you have to push those fears aside otherwise you will never take the plunge!”
Can you share your top tips for entrepreneurial success?
“First of all, you need to believe in yourself and your business. You will have people who are critical of your choices or believe you can’t do it, but you need to shut them out and remind yourself that you can do this.
“I would also recommend finding out as much as you can about the sector you are setting your business up in, as well as what it takes to be an entrepreneur. Read a lot, keep up to date with what is going on in your industry, seek advice from everyone and anyone and surround yourself with good people who support your dreams.”
Who inspires you the most and why?
“Definitely my mum, she is a very successful woman! She is a paediatrician, working full time in a very demanding job, whilst raising a family. I really don’t know what I would do without her, she helps me with my children, believes in my dreams and always offers me the best advice.
“Estée Lauder is someone else I find truly inspirational. She started from the bottom and made her way up to having one of the most successful cosmetics companies of all time. She was an industry pioneer! Her persistence is what made her business a success, and she worked hard for what she achieved.
“I am also inspired by all women who are striving towards being whoever and whatever they want to be. Women can do it all, they don’t have to choose to just have a successful career or just raise children, and women that embrace that really inspire me.”
What are your favourite inspirational/motivational quotes?
“There’s two quotes from Michelle Obama that I love. ‘Success isn’t about how much money you make. It’s about the difference you make in people’s lives’ and ‘We need to do a better job of putting ourselves higher on our own to-do list’. These two quotes are underpin the values of Amare Vita Skincare, we’re aiming to make a difference in people’s lives through our products, and encouraging our customers to put themselves higher on their to-do lists.”
What are your Instagram, Facebook and LinkedIn social handles and also website links so our readers can connect with you?
Instagram – @amarevitaskincare
Facebook – https://www.facebook.com/amarevitaskincare
Website – https://amarevitaskincare.com