The Origin Story.

“As we entered into the worst of the Covid Pandemic, looking in the mirror was hard. Our skin was raw, bruised and broken. Somehow, we carried on, showed up for our patients, wore our PPE gear, all the while knowing that our skin would get worse. There was no relief, no downtime to let our skin heal.”

Ally Illuminate Founder.

Illuminate London:

What made you choose these Hero ingredients? And why organic?

Ally:

I put hundreds of hours into researching our skin as the organ it is and what exactly was happening to our skin when wearing PPE and face masks. I looked back into the SARS Pandemic for research articles about skin deterioration amongst the healthcare workers wearing PPE and there was little out there. With not a lot of research or medical articles to help formulate a product, it came down to gaining an understanding of the skins composition, our natural protective barrier, skin cell cycles and how we can best restore components of skin using natural, organic ingredients. The powerful oils and botanicals used in our products are essential ingredients in our skins natural composition. We aren’t adding anything synthetic, no chemicals. We wanted our skin to recognise the ingredients and absorb them quickly during its healing process.

Illuminate London:

What was it like when the products started working for people?

Ally:

To this day, every time I get amazing feedback from a customer it makes my heart so happy. Knowing the products are working for them, that their results were consistent and my customers keep coming back for more is something I dreamed about from the beginning. I wanted people to trust in organic ingredients, and understand how powerful they can be for our skin. Once the Rescue Serum took off, all I wanted to go was create more products and expand our range. It takes a lot of self control to keep the Illuminate London range as a Trio for now. It comes down to understanding that our skin doesn’t need a 10-step routine, as long as the products your using are reliable and right for you, your skin will be happy.

“I would have these anxiety attacks before going out. Even if it was just to the movies with my boyfriend. My breakouts would be raw and weeping. Makeup wouldn’t cover it up. I would lock myself in the bathroom, feeling like I couldn’t breathe. Crying. I would look in the mirror and tell myself how ugly I am”.

- Ally Illuminate Founder

Illuminate London:

You spoke about skin anxiety and low self-esteem. What got you through those moments?

Ally:

Illuminate London’s new direction really channels how my partner was with me during my anxiety attacks. The words he used, the realities he got me to face, his kindness. Most importantly his blindness to my imperfections. He just didn’t see them. He saw my facial structure, my smile. His approach allowed me to realise that being beautiful was not about having clear, perfect skin. It was me as a whole. I wanted other’s to experience this support. I wanted to bottle it and give it to anyone that needed to hear it.

Your beauty is not your complexion. It’s your personality, your smile, the stories you tell, the conversations you have. And people around you do not see the blemishes, and if they do, it is without judgement. Because we all suffer from skin issues throughout our life.

We are all human.

Illuminate London:

What was it like to be a nurse and also create a brand? Was it challenging?

Ally:

I found juggling the two very hard. I use to feel so guilty when I got lazy after working long hours. Guilty that other people were working double and achieving amazing things and I couldn’t give Illuminate the time. Nursing is one of the most challenging careers out there. Nobody warns you about the burn out…the exhaustion and the fatigue. On your days off, all you want to do is sleep or sit on the couch. You feel so unproductive. It has been the biggest challenge for Illuminate and myself. Finding moments to jump into the business and develop the brand I’m so passionate about. In 2022 I began working on a better balance with work, life and Illuminate. Let’s see how it goes!

Illuminate London:

Post Covid pandemic, what is Illuminate London’s new direction?

Ally:

My passion for skincare is still strong. But once we stopped using face masks everyday, I found myself on another skin journey. I was suffering from cystic acne and my skin was taking a long time to heal. For a year I was having to change different types of contraceptives and this took me from painful cystic acne, to a low depression, anxiety attacks and my self-esteem was shot. You feel so alone when you are going through this. I hated thinking that other individuals were feeling the same. Once I found the right contraceptive for me (which is something I encourage every woman to do - don’t settle for the terrible side-effects, there are other options, take control), my depression lifted, my skin was clearer and the scarring was fading. I wanted others out there to know they’re not alone, like I felt. That whatever kind of skin journey they are on, that they are beautiful and important. That’s when I started directing Illuminate down a Skin Positivity and mindfulness path.

We are working on our consistency and engaging with our consumers. We want them to know that they are the Hero. And we will be there to support, encourage and offer love along the way. Maybe even a “face-lift” for our packaging and some new products!

“Our Illuminate Tribe is made up of everyday people, going through everyday stresses, who come together to accept and love their skin. Even when they hate it #glowgetters.

We believe in normalising bad skin days. Accepting turbulent skin-weather that rocks the boat. We’re unafraid to get naked, but also unafraid to cover up. We’ll walk with confidence, foundation-free but conceal our blemishes when we want to. We embrace the good days and the bad. Forgiving ourselves when we feel self-conscious. Rejoicing when we feel badass.

Illuminate London doesn’t believe in one way or another. We believe in accepting how our skin is at this very moment in time…human, vulnerable, fragile, moody, glowing, soft, happy, hormonal.

Learn what your skin loves. Try the skincare products you want to. Make mistakes. Buy that serum. Try that cream. Wear that foundation. Slather on that face mask.

You’re not alone.”

- Ally Illuminate Founder