The beauty and skincare industry has become increasingly competitive over the past decade, but some brands stand out because they solve real problems for real people. One brand that successfully carved out its own space in the wellness and skincare market is Premae UK, founded by Dr Clare Anyiam-Osigwe BEM.
When news emerged that Dr Clare would bring her award-winning skincare range to Shopping Nation TV, it marked an important moment not only for the company but also for independent beauty entrepreneurship in the UK.
In my experience researching skincare brands and beauty industry trends, television partnerships often represent a major turning point for emerging wellness companies. Appearing regularly on a national shopping network instantly increases visibility, credibility, and customer trust.
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For Premae UK, the collaboration meant its unique alkaline skincare philosophy would now reach millions of homes across the country.
Overview
Dr. Clare Anyiam-Osigwe BEM expanded her award-winning skincare brand, Premae UK, through a broadcasting partnership with Shopping Nation TV.
The Television Partnership
- The collaboration officially launched in September 2017.
- Shopping Nation showcased the brand four times each week.
- The partnership helped introduce Premae UK products to millions of households across the UK.
About Premae UK
Founded in 2011, Premae UK became known as the world’s first 100% vegan, allergen-friendly, and alkaline skincare and makeup brand.
Dr Clare designed the formulations to exclude eight of the most common allergens, including:
- Gluten
- Wheat
- Nuts
- Soy
The products became especially popular among individuals managing severe eczema, psoriasis, and dermatitis.
Recognition and Career Evolution
Due to her innovative work in skincare and dermatology, Dr Clare Anyiam-Osigwe received a British Empire Medal (BEM) in the 2017 New Year’s Honours list.
Following her success with Premae UK, she later expanded into film, television, and publishing, directing projects for BBC, ITV, and Channel 4 while also releasing the award-winning film No Shade and the bestselling autobiography Clarity.
Who Is Dr Clare Anyiam-Osigwe?
Dr Clare Anyiam-Osigwe is an entrepreneur, skincare innovator, filmmaker, author, and television creative whose career has evolved across multiple industries.
However, before entering film and television, she first became widely recognized through her work in dermatology-focused skincare.
What impressed me most while researching her journey is how she identified a genuine gap in the beauty market. Many skincare products claimed to support sensitive skin, but very few addressed allergies, alkalinity, and skin-trigger ingredients in a truly comprehensive way.
Rather than following traditional cosmetic trends, Dr Clare focused on creating products designed to reduce irritation and support healthier skin conditions.
That decision ultimately helped distinguish Premae UK from many mainstream beauty brands.
The Rise of Premae UK
Originally launched in 2011 under the name Premae Skincare, the company later evolved into Premae UK as its reputation and customer base expanded.
Over several years, the brand achieved rapid growth throughout London, opening locations in:
- Finchley
- Carnaby Street
- Bayswater
- Harley Street
The Harley Street expansion was especially significant because the area is internationally associated with premium healthcare and cosmetic expertise.
In my experience, businesses that successfully establish themselves in respected wellness districts often gain additional credibility among consumers.
The company’s growth also reflected wider changes happening within the beauty industry, particularly increased demand for:
- Vegan skincare
- Holistic beauty solutions
- Sensitive skin products
- Wellness-focused cosmetics
- Allergen-friendly formulations
What Made Premae UK Different?
One reason Premae UK attracted attention so quickly was its focus on alkaline skincare and allergen-free formulations.
According to the company’s philosophy, maintaining healthier skin conditions partly involves avoiding harsh ingredients and common irritants that may contribute to inflammation.
The brand became known for removing eight major allergens commonly found in cosmetic products, including:
- Gluten
- Wheat
- Nuts
- Soy
- Dairy-related irritants
- Artificial triggers
- Certain preservatives
- Harsh chemical additives
This approach appealed strongly to people dealing with ongoing skin conditions.
Understanding the Alkaline Skincare Philosophy
Alkaline skincare became a growing trend because many consumers started looking beyond surface-level beauty benefits and focusing more on overall skin wellness.
Premae UK products were designed to support individuals experiencing conditions such as:
- Acne
- Eczema
- Psoriasis
- Dermatitis
- Sensitive skin irritation
In my experience reviewing wellness-focused skincare brands, consumers increasingly value transparency and ingredient awareness.
People want to understand:
- What ingredients are included
- Which irritants are removed
- Whether products are cruelty-free
- How formulas support long-term skin health
Premae UK positioned itself strongly within this wellness-driven beauty movement.
Why the Shopping Nation TV Partnership Was Important
The partnership with Shopping Nation TV represented a major milestone for the brand.
Television shopping networks still play an important role in the beauty industry because they allow founders to directly explain products to consumers in real time.
Starting in September 2017, Premae UK products were showcased four times per week on Shopping Nation, helping introduce the brand to millions of UK viewers.
This type of exposure offers several advantages for beauty companies:
Increased Consumer Trust
Customers often feel more comfortable purchasing products after seeing live demonstrations and explanations.
Better Product Education
Complex skincare concepts, like alkaline formulations, become easier to explain through television presentations.
Stronger Brand Visibility
Frequent broadcasts help audiences remember and recognize the brand.
Founder Credibility
Seeing the founder personally discuss products adds authenticity and expertise.
Dr Clare’s television debut also demonstrated her confidence as a communicator and business leader.
Dr Clare’s Recognition and Industry Awards
2017 became a particularly important year for Dr Clare Anyiam-Osigwe.
She received a British Empire Medal (BEM) in the New Year’s Honours list for her services connected to dermatology and cosmetic innovation.
That recognition highlighted the growing importance of wellness-driven skincare solutions within the UK beauty industry.
She was also recognized by BET (Black Entertainment Television) as an influential icon for Black women — another major achievement reflecting her growing impact beyond skincare alone.
In my experience, awards and media recognition matter most when they are connected to genuine innovation and consumer trust rather than marketing hype. Premae UK appears to have earned attention because it addressed real consumer concerns.
The Importance of Representation in the Beauty Industry
One aspect of Dr Clare’s journey that deserves attention is representation.
The beauty industry has historically struggled with diversity in leadership and product development. Seeing Black female entrepreneurs gain recognition in skincare, wellness, and media creates visibility for future founders and creatives.
Representation matters because consumers increasingly want:
- Inclusive beauty solutions
- Diverse leadership voices
- Authentic founder stories
- Products designed for real-world skin concerns
Dr Clare’s success story demonstrates how innovation and authenticity can help independent brands compete within crowded industries.
Expanding Beyond Beauty Into Film and Television
What makes Dr Clare’s career particularly unique is how successfully she transitioned into entertainment and media after building Premae UK.
She later became involved in directing television productions for major UK broadcasters including:
- BBC
- ITV
- Channel 4
Her directing work included projects connected to:
- The Break
- Coronation Street
- Hollyoaks
She also wrote and directed the award-winning film No Shade, which explored issues surrounding colorism and identity.
In addition, she released the bestselling autobiography and psychology-focused book Clarity through BUFF Books.
This career evolution demonstrates how entrepreneurial creativity can transfer across multiple industries.
Lessons Entrepreneurs Can Learn From Premae UK
In my experience, several valuable business lessons emerge from Dr Clare’s journey.
Solve a Real Problem
Premae UK focused on unmet skincare needs rather than chasing temporary trends.
Build Brand Credibility
Recognition, awards, and media exposure helped strengthen consumer trust.
Educate Your Audience
The Shopping Nation partnership allowed direct product education through television.
Stay Open to Growth
Dr Clare successfully expanded from skincare into publishing and entertainment.
Focus on Authenticity
Consumers connect more strongly with brands built around genuine expertise and personal passion.
Why Wellness-Focused Beauty Brands Continue to Grow
The rise of wellness-based skincare is unlikely to slow down anytime soon.
Modern consumers increasingly prioritize:
- Ingredient transparency
- Vegan formulations
- Cruelty-free products
- Holistic wellness
- Sensitive skin support
- Sustainable beauty practices
Brands like Premae UK helped contribute to this wider shift toward healthier and more mindful beauty choices.
Final Thoughts
Dr Clare Anyiam-Osigwe’s partnership with Shopping Nation TV marked far more than a standard product launch. It represented the continued rise of a skincare brand built around innovation, inclusivity, and wellness-focused beauty solutions.
What stands out most while researching Premae UK is how the company combined scientific skincare awareness with strong entrepreneurial storytelling. The brand did not simply market beauty products — it positioned itself as a supportive solution for individuals struggling with sensitive skin and allergic reactions.
From launching vegan alkaline skincare products to earning a British Empire Medal and later directing award-winning television projects, Dr Clare’s journey reflects the power of creativity, resilience, and long-term vision.
For entrepreneurs, beauty enthusiasts, and wellness-focused consumers alike, the story behind Premae UK offers an inspiring reminder that meaningful innovation often begins by solving everyday problems in thoughtful and authentic ways.
