Our Story

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Our Journey

Ameliorate is a premium skincare brand with a clear mission to offer effective, dermatologist-approved solutions to help people feel liberated in their own skin. Our award-winning Transforming Body Lotion is known within the industry as the holy grail product for treating Keratosis Pilaris. Over the years, the brand has developed its ranges to provide effective solutions for those who also suffer from dryness and dehydration. From bodycare to scalpcare and targeted treatments, Ameliorate’s products all contain their unique LaH6 Complex. Formulated with six active moisturisers, this expert complex works hard to intensely moisturise, boost moisture levels and lock in hydration.


Originally born out of our founder Annette's desire to find a successful treatment for her Keratosis Pilaris (also known as ‘chicken skin’ commonly found on the backs of your arm) Ameliorate’s skincare scientists used their expertise to help combat the condition’s rough, dry and bumpy texture. After a lifetime of struggles with KP, from covering up in the Summer season to wearing a long sleeve wedding dress to hide her bumpy ‘chicken skin’, it was when Annette’s own children developed the same condition that she decided to take action. Teaming up with some of the UK's leading skincare scientists, together they created AMELIORATE. We are the UK’s first dermatological skincare brand proven to help treat rough, dry, bumpy skin.