About Cleure Founder, Dr. Flora Stay

Skin care expert Dr. Flora Stay, DDS founded our company with one goal—help people discover the truth about ingredients in their personal care products. Over 10 years ago, she set out to discover which ingredients would actually alleviate oral and skin sensitivities. As a practicing Dentist, she set out to develop what she felt was a safe and effective toothpaste for her patients. With the same high standard of focus for healthy and effective oral care, she began to also develop personal care and skincare products that were free of common irritating ingredients. Through research and collaborating with allergists, dermatologists and cancer specialists, the list of irritating chemicals to avoid became clear. True to that legacy, Cleure formulates effective products rooted in ingredients with intention; our products are formulated only with what’s good for the body and are free of ingredients that are not.

Ingredients with Intention

The company’s mission is to develop clean, pure, non-toxic formulas backed by the medical community that are gentle, simple, and highly effective. We’re committed to ingredient transparency without compromising the integrity or performance of our products. Our line of hypoallergenic, fragrance-free personal care products is carefully curated with clean ingredients to deliver smart products that are considerate of all sensitivities.

Our Philosophy

TRANSPARENCY: Our ingredients are locally sourced, naturally derived, and explicitly listed. We want our customers to know exactly what's in their bottle, and if something changes (always for the better) they'll know right away.

INTEGRITY: Our consumers' health and wellness is in our hands so gaining their trust is our goal. That's why honesty with our products and content are of utmost importance, and we'll never break that for the sake of profit.

EFFECTIVENESS: We take the time to carefully craft products that work. We collaborate with the medical community to formulate our products with only the best clean and pure ingredients that address the personal care needs of our consumers.

COMMUNITY: Cleure is for everyone. We welcome those who may feel like there hasn't been an adequate place for them and their needs. We strive for our consumers to come together and feel heard, understood, and empowered.