Purpose over hype
We only make what earns its place in the routine.
Our storyLess noise.
Less noise.
More skin.
Skincare that feels personal, deliberate and wonderfully uncomplicated.
London · since 2020
We had enough of the noise.
Velure began in London in 2020 with one question: what if skincare felt less like homework and more like taking care of yourself?
We wanted formulas that made sense. Ingredients with an actual purpose. Textures that made the everyday feel quietly special. Products worth finishing — and refilling.
We still work with that same edit-instead-of-add mindset. We listen, we formulate thoughtfully, and we never mistake more for better.
Our point of view
What we stand for.
Evidence in the details
We test thoughtfully and explain what ingredients can really do.
Kindness, by design
Vegan, cruelty-free and mindful of the bigger picture.
Less to throw away
Refills and restrained packaging are a direction, not a marketing line.
A note from our founder
“I didn’t want to make skincare louder. I wanted to make the good stuff easier to find.”
Amelia Hart, founder and creative director
Amelia began Velure after years helping independent beauty brands translate formulation science into something useful, personal and easy to understand.
Promises, not buzzwords
What you can expect.
01
Formulation
Ingredients chosen for purpose, performance and feel.
02
Testing
Dermatologist-tested and evaluated thoughtfully.
03
Packaging
Designed to be useful, refill-minded and restrained.
04
Ethics
Vegan and cruelty-free as standard.
A little history
From first drop to what’s next.
2020
Velure begins
Our first three essentials come to life in London.
2022
The quiet edit
A refined six-formula collection finds its community.
2024
Better by design
We start work on our refill programme.
2026
More skin, less noise
New barrier-first formulas and the next generation of refills.
Something good begins here
Make room for the good stuff.
Explore the daily essentials created with care and intention.
Explore the range