Sustainability Policy

Community Investment

We donate every festive season to those that would otherwise be less fortunate at this time, to ensure that people within our local community can embrace the festive spirit.

Forest Convservation

We work with the Woodlands Trust to plant new saplings to our local community.

Diversity & Inclusion

As a British brand with a reputable global presence we understand that we must continue to raise awareness for injustices and inequalities, therefore we have made diversity and inclusion a core pillar of our brand strategy and culture.

Fair Labour

We ensure that all manufacturing and production processes are in line with fair labour regulations.


Our vision is one about good benefiting all. That’s why AMRA are committed to helping others through donation of goods or financially, to improve the lives of others.

Energy Efficient

AMRA is forever working towards an improved carbon footprint and considers this goal in all that we do.

Reduce CO2

We are committed and forever working towards improving our carbon footprint, therefore by the end of 2021 we are making the move over to more sustainable bottles and packaging to improve our imprint.

No Harsh Chemicals

We are committed to only using bio ingredients that are plant or marine derived.

Responsible Sourcing & Packaging

We are committed to source our raw materials without causing a harmful impact on local communities and ecosystems. Our external packaging is 50% recycled material and 100% recyclable board. Our ribbon used to be plastic bottles, and that by the end of 2021 we are making the move over to more sustainable bottles to help improve our carbon footprint. We use recyclable plastic & sea plastic wherever its available.

Recycled & Re-created

Our Ribbon used throughout our business has been created by recycled plastic bottles that have been recovered from the sea.

Biodegradable Materials

Biodegradable material where ever possible.

Sustainably Sourced Ingredients

Sustainably sourced ingredients of all our raw ingredients with full traceability.

Recyclable Materials

Our product packaging is to move to glass containers by the end of 2021. Our outer packaging is made from recycled material and is fully recyclable.

Against Landfill Waste

Our manufacturing and office waste is collected to ensure it does not go to landfill and is recycled wherever possible.

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.