Me and my Mam, Val, at a surprise afternoon tea we arranged for her, four months before we lost her. A day filled with family, friends, laughter and so much love. 🤍
The Story Behind ah-mee:skin
There are some parts of running ah-mee:skin that I can talk about all day.
And then there's this part.
Even now, I still have to take a deep breath before telling this story. 🤍
Where it all began
In July 2018, I lost my beautiful Mam, Valerie — Val to everyone who knew her.
She wasn't just my mam. She was my best friend.
Sixteen months earlier, she had been diagnosed with cancer, and from that moment we knew we had one hell of a fight on our hands.
When chemotherapy and radiotherapy began, I watched treatment affect so much more than the illness itself. There was the exhaustion, sickness, changes to her hair and skin, and the emotional impact of everything she was going through.
As a beauty therapist, skincare had already been a huge part of my life. But watching my mam's skin become increasingly sensitive completely changed the way I thought about it.
Products she'd previously used could suddenly feel uncomfortable. Finding alternatives she felt confident trying wasn't always easy, and understandably, she became nervous about introducing anything new when her skin already felt so delicate.
I wanted to help her feel comfortable in her own skin again.
And that experience stayed with me.
From something incredibly difficult came a purpose
After losing Mam, I knew I wanted to create something meaningful from what we'd been through.
I wanted skincare to feel gentle, approachable and affordable. I wanted carefully selected products with naturally derived ingredients and a philosophy that put caring for the person behind the skin first.
Because skincare isn't only about how somebody looks.
Sometimes it's about helping somebody feel a little more like themselves.
That became the purpose behind ah-mee:skin.
Why ah-mee?
Then came the name.
When I was born, my mam chose the spelling Amiè for my name.
Years later, when I was creating the brand, I discovered the connection with the French word amie, meaning friend.
It felt perfect.
ah-mee reflected my name, the choice my mam had made all those years earlier and the friendship at the heart of our relationship.
So ah-mee:skin was born.
And although Mam never got to see what the business would become, she runs through the spine of everything I have built.
Four years later...
What began in 2022 with just eight skincare products and one collection has grown into something I could never have imagined when I first started.
The products have evolved.
The packaging has evolved.
The collections have evolved.
And I've evolved alongside them.
But the reason behind ah-mee:skin hasn't changed.
Today, our philosophy is built around three words:
Purpose · Confidence · Care
Purpose, because this brand was created for a reason much bigger than skincare.
Confidence, because I believe feeling comfortable in your skin can have such an impact on how you feel within yourself.
And Care, because that's where this entire journey started — with wanting to care for somebody I loved.
Her legacy, still growing
I've often wondered what Mam would think if she could see ah-mee:skin today.
I'd love to show her the products. The new packaging. The salons using PROFACIAL. The customers choosing something I created. And everything this little idea has grown into.
I hope she'd be proud.
But most importantly, I hope she'd recognise why I kept going.
Because behind every bottle, every order and every new chapter of ah-mee:skin is the same purpose that started it all.
Her.
The “we” behind this company has never felt like just me.
It's me and her. Always together, in mind and spirit.
And as ah-mee:skin continues to grow, so does the legacy she helped me create. 🤍
Skincare With Purpose.