2002 - CEO & Founder Sue Jones, previously a university lecturer for business & cosmetology, linked her two passions of science & skincare, using her knowledge from her life sciences degree, she began alongside expert scientists, a decade of detailed research

2012 - Sue wanted to build a sustainable & ethical platform & therefore undertook a secondment to a Fairtrade project in Kerala, India, to gain a total understanding of Fairtrade & the impact ingredients have on the eco system. From this it layered the foundations of the values & morals of the brand. On her route back to London, Sue visited Dubai, where her interest for the luxury market was discovered & fusing together her knowledge from the Fairtrade project AMRA Skincare was born.

2014 was the year that AMRA officially launched in Emirates Palace, Abu Dhabi, with bespoke luxury treatment journeys designed exclusively for the spa. AMRA from there on has launched in 5* spas such as Four Seasons, Jumeirah, Palazzo Versace & Mandarin Oriental.

In 2016 we began to collaborate with brands that had the same synergised values as us.  We launched our exclusive scent styling events with Aston Martin for the Formula 1 Grand Prix in Abu Dhabi.  Since then we have continued to work with the likes of London Fashion Week & The V&A Museum.

2018 - After another decade of more detailed research, the ultimate in luxury skincare was ready to launch. Sue had a vision to create a collection which actively targeted all skincare concerns. Fusing together our AMRA powerhouse ingredients of Pearl, Caviar, Gold, Diamond & Platinum with four new & unique actives of Stem Cell Orchid, Ruby, Sapphire & Meteorite to make this collection the pinnacle of skincare science & luxury. This collection was soon to be named Rarity, to reflect the precious & rare ingredients we sustainably & ethically sourced, to deliver outstanding skincare results.

2020 - The world came to a pause & it was time for the environment to begin to restore its eco system & for people to focus on their wellbeing. During extraordinary times we turned our expertise from luxury formulas to critical sanitisation products which we donated to our local NHS services to ensure their safety during these unprecedented times. From this we continued to support & promote wellbeing & therefore we launched our very first AMRA Wellbeing programme.