In Conversation with Dr Emma Craythorne, Founder of Klira

Can you tell us the story of Klira?

I never set out to create a skincare brand. As a consultant dermatologist, I’ve spent over 20 years helping people understand their skin, tailoring treatments to their unique needs, and cutting through the confusion of endless products and trends. Over time, though, I kept seeing the same frustrations from my patients. 

They would come to me disheartened, having spent money and time on products that didn’t deliver what they promised. Often, these products were marketed as miracle solutions but were never designed to address the specific needs of their skin. I realised what was missing: true personalisation. And so, I created Klira. 

 

What is your ethos behind the products? 

Klira was born out of a desire to change the way we approach skincare. I wanted to take the care, expertise, and tailored approach I offer my patients in the clinic and make it accessible to more people. Klira is built on the idea that skincare should never overwhelm or over-promise—it should empower, deliver, and evolve alongside your skin. 

 

Since its inception, Klira has grown from a personal mission into a movement, continually evolving to meet the needs of those who trust us with their skin. While our foundation remains rooted in bespoke, science-driven skincare, we have expanded to bring the Klira Special to even more people, in even more ways. 

When did your love and expertise of dermatology and skincare begin? 

So, my love and expertise in dermatology and skincare—when did that begin? Well, focusing on dermatology as a branch of medicine, I had always wanted to be a doctor from a young age. I was fascinated in every aspect. The wonderful thing about dermatology is that everything is there in plain sight. You're able to spot patterns, make diagnoses, and have an impact not just on someone’s health but also on their well-being, quality of life, and mental health. When you're able to treat and improve or cure skin disorders, it’s incredibly rewarding. 

In dermatology, we see skin of all ethnic backgrounds, all ages, and all demographics. It’s an area where you can make a real impact. With regards to skincare, I was always a massive fan—even as a young girl, sitting with my grandmother while she followed her skincare routine of cucumber water. She used to tell me about lactic acid in milk, which was incredibly advanced for the late 1970s and early 1980s! She’d boil milk to make a face mask! Moving forward, I began experimenting with my own skincare as a teenager. I really enjoyed it. Eventually, I realised it was about keeping your skin healthy and protecting it. It’s not just about making your skin look good in the moment—which makeup is very effective at doing—but about achieving a truly high level of skin health. 

When I went into dermatology, these two areas—skincare and dermatology—blended naturally. Seeing patients in clinic, I help them understand that while we can do fancy treatments with lasers, energy-based devices, or injectables, if you don’t have a solid basic skincare routine in place, you won’t get the best results. It’s about educating patients to care for their skin. I remain absolutely fascinated by all elements of the skin, which is why I continue to see so many patients in clinic, conduct research, and educate people to better understand their skin. 

Where did the unique designs of your packaging and subscription plans begin? 

Our unique packaging and subscription plans came from a desire to minimise our carbon footprint. We wanted something recyclable and refillable, aligned with our ethos.  

A significant amount of money is wasted in skincare—not just on people buying the wrong products for themselves, but also due to marketing fads. We aimed to create something that works and is bespoke to the individual. Our packaging is UV-protective and designed for precise dosage, ensuring the exact amount needed for skin health. 

The subscription plan is not about a quick fix. It’s about consistency. Using Klira as a one-off isn’t what it’s meant for. The subscription makes it easy for people to stay on track and never run out of their Special formulations. 

How do you choose high quality ingredients for your products? 

We use only high-quality, clinically effective ingredients. Our selection is based on robust clinical and research evidence. If an ingredient doesn’t meet these criteria, we don’t use it. Even ingredients available in other brands, ours are pharmaceutical-grade, stored under the right conditions, and freshly made to ensure stability and efficacy. This means the active ingredients are as effective as possible , at their peak potency when applied to the skin. 

The top three products I recommend to anyone are: 

1. A cleanser tailored to your skin type. 

1. SPF suited to your skin type. 

1. Klira at night, containing everything you need to improve your skin. 

 

Who is the most inspirational person you have spotted using your products?  

One of the most inspirational people who has used our products is Susie Cave, whom I consider the most talented designer in the UK. Her dresses are beautiful, and I was delighted when she shared in Vogue that she couldn’t live without Klira. 

Can you tell us about your membership programmes?  

Klira has three tiers of membership, all include your own bespoke Klira Special and a recomended curated skincare routine by our Dermatology team. 

Have you any exciting launches planned in the coming months?  

We have an exciting launch coming, but I can’t reveal too much yet! 

 

Where do you see yourself in five years’ time? 

I envision Klira as a leader at the forefront of personalised dermatology and skincare innovation. I see the Klira family as a globally trusted brand. Professionally, I hope for global recognition of Klira’s pioneering work in prescriptive, evidence-based skincare solutions, combining cutting-edge science with empathetic care. I look forward to new innovations and product lines that address barriers in personalised skincare and improve population health. 

More than a successful business, I hope Klira becomes a movement that positively impacts lives. Personally, I want to balance these achievements with a fulfilling personal life, celebrating my children’s milestones and cherishing my solid friendships. Enjoying all these elements of life makes Klira better too. 

 

Do you have a special scent memory? As we know, fragrance has the power to emerge us in an instant, and our sense of smell is the most powerful of all our senses, closely linked to memory and mood. Is there a special scent that connects you to a place or to a person? 

One of my favourite smells in the world is that of the Sabina (spelled S-A-B-I-N-A) tree, particularly when it forms part of the structure of old Ibizan fincas. I’ve spent a lot of time in Ibiza—over 30 years—and the scent of Sabina wood is warm, rich, and enveloping. It immediately transports me to the forests, the old fincas, and moments with friends, family, and good food. It’s such a meaningful scent. 

 

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