Agi Miel: The Story Behind Vemel Skincare

Agi Miel never intended to become a skincare entrepreneur. Her journey began not with a business plan, but with pain—deep, unrelenting, and personal. Today, she stands at the helm of Vemel Skincare, a British luxury brand defined by radical purity, sustainability, and transparency. But to understand the ethos behind Vemel, you have to first understand the woman behind it.

The Catalyst: Chronic Illness and a Mother’s Instinct

Agi’s story starts with her battle against endometriosis, a debilitating condition that left her bedridden, in constant pain, and unable to function as a young mother. Despite undergoing three surgeries in just 12 months, nothing brought relief. “I was on high doses of codeine, barely able to walk or sleep. And I had a small child—I felt hopeless,” she recalls.

Around the same time, her mother was diagnosed with breast cancer and her young son developed severe eczema—painful, bleeding patches that covered his body and scalp. “It was a wake-up call. Here we were—three generations —each battling chronic, unexplained health issues.”

Agi, a lifelong advocate for fitness and a clean lifestyle, began questioning everything. “I didn’t smoke, barely drank, exercised regularly… and yet, I was so unwell.” Her research led her to examine the hidden toxins in everyday life—industrial pollutants, hormone disruptors, pesticides, and synthetic ingredients that silently build up in our bodies over time.

Stripping Back to Heal

She did what many wouldn’t dare: she stripped her family’s life bare. “I cleared out our home —every cleaning product, skincare item, shampoo. Gone.” What followed was a gradual but powerful transformation.

With guidance from a health food store worker and countless hours of personal research, Agi learned about leaky gut syndrome, the vital role of the microbiome, and the overwhelming burden toxins place on the body. She transitioned her household to an organic lifestyle, from food to her environment.

Sport became part of her recovery, too. “I started with 10 minutes a day, exercising through the pain. Eventually, I was back to running, working out for hours. I started sleeping again. I weaned off all medications.”

From Mother to Formulator

Her son’s eczema proved to be the most transformative challenge. Traditional treatments and steroids offered no relief. In desperation, Agi turned to old-world remedies—herbal infusions of calendula and chickweed. The result was the first iteration of what would become Vemel’s Wonder Balm. “Within two weeks, the bleeding patches began to heal. It felt miraculous.”

This moment marked the quiet beginning of Vemel. Friends and family began asking for her homemade balms. “At first, I didn’t want to commercialise my story. But I saw the need—other parents, other women, were searching for the same answers.”

Creating Skincare with Integrity

What began as a passion project turned into a reality when Agi built a purpose-designed studio, which later was completed with professional equipment. “I couldn’t find anything on the market that was both clean and effective. Skincare either smelled good or worked well—not both. I wanted to create products that did everything without compromise.”

She discovered a troubling truth: most skincare products are up to 80% water, padded with preservatives and fillers leaving as little as 5% for meaningful active ingredients. “When you add water, you also need preservatives. Brands often add perfume, not just to smell good but to mask the often unpleasant aroma of preservatives and synthetic ingredients like retinols, synthetic peptides, silicones, sulphates. I wanted every drop in our formulas to serve a purpose.”

Vemel’s products contain zero water. Instead, they’re crafted with potent botanicals, cold-pressed oils, and bioactive extracts. “Every ingredient we use has a job—to soothe, protect, restore, or nourish.”

Challenging Industry Norms

One of Agi’s biggest shocks came from researching essential oils. “They’re seen as natural, but even in tiny amounts, many are classified as skin sensitisers, potentially triggering irritation or allergic reactions and hormone disruptors. They are also proven to be toxic to aquatic life. I couldn’t, in good conscience, use them.”

Instead, she turned to CO2 extracts and naturally fragrant butters and oils—ingredients like sea buckthorn, rich in scent and color. “You can create vibrancy without adding artificial fragrance or lab-made aromas. We’re re-learning how to let nature speak.”

She also delved into biotech ingredients—ethically cultivated actives that don’t harm the planet. “Our algae extract, for instance, comes from the Pyrenees, but is cultivated in labs to preserve its ecosystem.”

Beyond the Surface

Vemel is more than skincare—it’s a philosophy. “We don’t just want to sell creams. We want to educate. If you look at our labels, every ingredient is in plain English. No decoding necessary.”

Their Instagram feed is a hub for transparency and empowerment. They also tackle issues from skin barrier damage to the overuse of actives in their customer communications. “The beauty industry is unregulated. Harsh acids, perfumes, and retinols are marketed to teenagers. But our skin is intelligent—it needs support, not assault.”

Agi remains a passionate advocate for minimalist skincare, particularly for young people. “My children—aged 15 and 10—use the bare essentials: a gentle cleanser and a bit of moisturising butter. That’s all they need.”

The Power of Food and Movement

Nutrition plays a central role in Agi’s lifestyle and the Vemel ethos. “Inflammatory foods—sugar, wheat, conventional dairy—can exacerbate skin conditions like eczema. But often, it’s not the food itself, it’s the pesticides it carries.”

She encourages families to experiment with organic alternatives. “Try switching to organic wheat pasta or bread. See how your body responds. The difference can be remarkable.”

“I love food and cooking and everything we eat is made from scratch. I bake with sugar alternatives because I think everything is for humans just as long as its ingredients are sensibly sourced.  I also love growing my own fruit and veg. I have an orchard and an active vegetable patch in my garden.

 Also, although I’m a working mum, I prioritise daily movement for myself and my children. I aim for an hour each day whether it’s cycling, running or working out. Fresh juices, smoothies and freshly cooked meals are the foundation. Exercise is healing. It clears the mind and resets the body.”

Purpose-Driven Beauty

Vemel’s Collagen Boosting Hydration Cream is a recent triumph—crafted after months of daily lab work. “It had to be light enough for summer, nourishing enough for winter, and packed with actives. I have also recently found the perfect ingredient in organic barley leaf juice.”

Agi’s next goal? A natural SPF. “There isn’t a chemical-free option that meets our standards yet. Until then, we wait. I will never compromise just to launch.”

Everything at Vemel is made in-house in small batches. “It gives us total control over the quality. Even a small change in temperature or mixing time can affect the product.”

A Movement, Not Just a Brand

Vemel is a story of transformation—not just of skin, but of mindset. It’s about returning to the wisdom of nature, challenging norms, and raising the bar for transparency and integrity in beauty.

“Our skin is a living organ. It knows how to heal. All we need to do is listen.”

DISCOVER: vemel.co.uk