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Klara Ahlers is joint Managing Director of laverana GmbH, the maker of the natural cosmetics brand lavera, and the face of Laveré, the new premium anti-ageing skincare line. She is a leading authority on natural skincare and spends much of her time raising awareness and educating others about its benefits, as well as formulating and testing new products.
How did you get involved with natural cosmetics and lavera?
I used to love reading books about making natural cosmetics and starting making my own creams for friends. Then, in 1988, I opened the first specialist shop in Germany for natural cosmetics. It combined my childhood dreams of being a shopkeeper and a leader. I always promoted lavera products in my shop and eventually Thomas Haase, who founded the company in 1987, asked me to work with him.
How has the market for natural cosmetics changed over time?
Customers now want natural products that are effective but also convenient to use and visually attractive. Lavera is very popular in France and French women want something glamorous on the bathroom shelf. I still love to use linseed to exfoliate my skin, and beer to nourish my hair, but these days natural cosmetics have to come out of a tube.
What have been the most challenging natural products to create?
Lip gloss, self tan and mascara have all been challenging. We are particularly proud of our mascara because it has the lowest heavy metal content of any natural product on the market.
Your products are BDIH certified – what does this mean?
We are really proud that our products are certified by the BDIH, Germany’s certifying body for natural cosmetics. We have been a pioneer member of the BDIH, helping to develop its rigorous standards. We have to disclose all our formulations and ingredient sources, even the plant extracts we produce in-house. The process is very stringent and requires great transparency – not many companies will voluntary expose themselves to that.
Which is your favourite product in the Laveré range?
Without doubt the Hydro Energy Sensation moisturising cream. I use it all over my face and body because it’s so energising. The scent was mixed by our in-house perfumer, a little old lady who is very skilful with essential oils – they are much more difficult to manipulate into a scent that artificial parfum.
How has being a mother affected your approach to cosmetics?
I was militant about what I would put on my son’s skin. For the first few years it was water and pure olive oil only. A child’s skin barrier doesn’t fully develop until he or she is about 3 ½ years old. I used my experience to help develop lavera’s Neutral Babies & Children range. Our toothpaste is so natural that at exhibitions we sometimes put it onto rice cakes for people to taste!
VISIT: www.lavere.co.uk
CALL: 01557 870 568
