Meet Our Founder, Annette Luck
At AMELIORATE, our mission has always been personal. For our founder, Annette Luck, that journey began with her own skin.
Annette’s Story
Early Struggles with Skin
“I first became conscious of my skin as early as primary school. It was rough, bumpy and felt like sandpaper, and I did everything in my power to cover it up. Swimming lessons were my worst nightmare.
As a teenager, shopping for clothes was frustrating. Strappy tops were out of the question, and I relied on the safety net of three-quarter length sleeves. I felt limited by my skin.”
Searching for Solutions
Annette tried everything she could think of. Every penny of pocket money went on scrubs and exfoliating products. Multiple doctor visits gave her a diagnosis, Keratosis Pilaris, but no real solutions.
“I was prescribed greasy emollients and thick creams that never absorbed. I hated using them, and my skin didn’t improve either. Having a tan helped camouflage the bumps, but I still chose a long-sleeved wedding dress for my summer wedding.”
The Turning Point
Through her own research, Annette realised there was little known about Keratosis Pilaris, even though around 40% of the population struggles with it.
“It shocked me that there wasn’t a suitable solution when pioneering skincare treatments seemed to be launching all the time. When my three children developed the same condition and we were handed the same ineffective creams, I knew something had to change.”
Creating AMELIORATE
“I’d dreamt of products that were not only effective but a pleasure to use for far too long… If I couldn’t find them, I would have to make them myself.”
Determined to make a difference, Annette approached a leading UK skincare manufacturer. Together with world-class scientists, she developed AMELIORATE, the UK’s first dermatological skincare brand clinically proven to help rough, dry, bumpy skin.
A Mission That Continues
Since launch, AMELIORATE’s innovative formulations and clinically proven results have been celebrated by industry experts, beauty journalists and bloggers worldwide, earning multiple accolades.
But for Annette, the greatest reward has always been customer feedback:
“Some say AMELIORATE has changed their lives, not just their skin. Giving people the confidence to wear what they want has always been my biggest drive. I wouldn’t settle for second best with my skincare, and neither should you.”
Today, AMELIORATE continues to innovate and empower people with effective, science-led skincare that transforms not just skin, but confidence too.
