Male beauty heroes: We speak to Lavera’s Graeme Hume

Pravera has grown to be one of the most successful natural cosmetics companies. Director of Pravera, Graeme Hume, has helped to ensure that the range of natural skincare brands under the Pravera umbrella continue to produce industry-leading natural skincare. George Walker talks to the man behind the brand about growing up on organic food, the need for industry standards and his top skincare tips!

How he started

Graeme Hume’s passion for natural living originally developed- quite suprisingly- through his work in organic food distribution. Graeme became involved with Pravera when he began ordering the Lavera cosmetics for his company. Now Graeme doesn’t work in organic food distribution, but his love of organic living in all aspects of  life is clearly important to his work ethic.

As Graeme explains: “As a recipient of organic food through child and adulthood late in the late Nineties I started to think seriously about skincare and the ingredients and effects of proprietary brands. I discovered, then,  the lack of control for cosmetics. When visiting the BioFach International Organic Fair in 1999 the discovery that the Germans had set standards and had a thriving, genuinely natural skincare industry led me to Lavera who were just looking at expanding sales across Europe and the world.

“The people who own and run the company are genuine and passionate about what they do – none of your marketing wizzkids looking for a quick buck and then moving on. I was hooked.”

Where they are now

Pravera now runs four natural brands: Primavera (natural skincare oils), Alma Win (organic household products), Lavera (organic and natural skincare) and Madara (organic and natural skincare sourced from the Baltic.)

Above all, Graeme Hume says the company stands out because of its ethics and integrity. From factories to distribution, the environment and fair trading practises of the company are always put first.

Graeme says: “We enjoy and believe in what we do. We are proud that consumers can purchase products without parabens, phenoxethanol, SLS, synthetic aromas, colours, or preservatives.”

The hero products

-Lavera Aloe Vera Cleansing Milk with softening and soothing aloe vera, this gentle cleansing milk sweeps away dirt and make-up while moisturising the skin.

-Lavera Sun Sensitive Baby & Child Suncream, spf20 A Natural Health Magazine award-winning sun lotion which will keep your child protected from the sun. It also uses jojoba, apricot and almond oils to keep their skin in good condition.

-Madara Regenerating Night Cream Rosewater, avacado and chamomile come together in this deeply nourishing night cream which is suitable for all skin types.

Did you know?

Graeme Hume isn’t just a briefcase-type company director, he also knows his stuff about skincare for guys and gals. I asked for his top skincare tips and he told me:

“Men – don’t shave every day, moisturise, and use products with low and organic alcohol to reduce drying out the skin. Women –  Avoid all silicone, except and petroleum based ingredients that will inevitably dry and seal and block the skins pores. Check Glycerin is plant based and percentage is low because it is moisture absorber and use organic alcohol products as they are much kinder on the skin.

“And persevere, the benefits of using natural and organic will not necessarily be noted overnight the skin has to clear out the old before benefitting from the new!”