From Equestrian Grounds to
High-End Cosmetics
The most compelling beauty stories rarely begin in a laboratory. The story of British skincare brand Oskia quite literally began in a paddock. A chance discovery prompted Georgie Cleeve to found a brand that understands skincare not as cosmetics, but as a form of cellular nutrition. Maison Ë wanted to hear her story first-hand.
(Her Vison, Her Brand) When Georgie Cleeve, after a series of serious knee injuries, feared she might have to give up her sporting career in skiing, she turned to an unconventional remedy that would go on to change her life: MSM (methylsulfonylmethane), a naturally occurring sulphur compound used in her father’s company as a supplement to support equine joint health.
Why not try it on humans as well? Cleeve began taking MSM. While her knee did indeed recover, an unexpected side effect revealed itself: her acne-prone skin improved visibly, too. For Cleeve, this personal experience became the starting point of an idea that few had pursued at the time. If an ingredient can strengthen the body from within, why shouldn’t skincare also begin with cellular health?
It was from this conviction that Oskia was founded in 2009. The brand name derives from the ancient Greek word “oski,” meaning nourishment or provision—a nod to the philosophy that continues to underpin the brand to this day. Rather than focusing on short-term effects, Oskia is concerned with proven efficacy, built on the concept of feeding the skin at a cellular level. Long before terms like longevity or biohacking became common vocabulary in the beauty world, Oskia had already developed an approach that didn’t merely treat the skin’s surface but actively supported its biological functions. At its core are bioavailable nutrients—including vitamins, minerals, peptides, amino acids, and proteins—integrated into formulations through advanced technologies such as fermentation and micro-encapsulation. These are complemented by clinically researched actives like prebiotics, plant stem cells and, of course, the brand’s proprietary MSM Regen Complex™, rooted in Georgie Cleeve’s original discovery.
As a result, Oskia has not only emerged as one of the most compelling independent voices within modern luxury beauty but has also garnered virtually every major award in the industry.
“It truly began with the ingredient, not with a brand concept or any desire to be part of the beauty industry.”
Maison Ë How do you go from a supplement for horses to creating a beauty brand?
Georgie Cleeve It truly began with the ingredient, not with a brand concept or any desire to enter the beauty industry. MSM—methylsulfonylmethane—is a naturally occurring sulphur compound that my father’s company, NAF, pioneered over 40 years ago as a joint supplement in equine nutrition. As a teenager, I underwent several knee operations and after the last one, I was told I’d never ski again. My mother was on the British ski team, so skiing had always been a huge part of my life. My father persuaded me to try MSM—as his human guinea pig, essentially. My knee recovered, and almost as a by-product, my skin transformed: I had struggled since my teenage years with acne, rosacea, and eczema. Taking MSM made all of that disappear. My nails and hair improved too.
Later, when I was working as a food editor at Condé Nast and became increasingly engaged with nutrition, I kept returning to the same question: why had no one applied nutritional science to skincare? Food science understood how nutrients affect cells but skincare had not yet integrated that connection. So I brought together a team of nutritionists, cosmetic scientists, and doctors, and we’ve been working ever since on one central question: what does the skin truly need at a biological level to function optimally?
M.Ë Women as founders—advantage or disadvantage, particularly in the beauty industry?
G.C. Both. The advantage is obvious: women in our industry support each other in remarkable ways—we help one another, and of course, I am my own customer. I understand from direct personal experience what women need from their skin at every stage of life because I’ve lived it myself. But the obstacles are just as real: access to capital, credibility in certain circles, and the prejudices some people hold. You learn to live with it and build something strong enough for the work to speak for itself. I’m also proud to be part of the Buy Women Built movement—a consumer-driven initiative encouraging people to support businesses founded by women.
M.Ë Have you ever thought about giving up?
G.C. Running an independent brand means constantly making difficult decisions, often with incomplete information. There are moments when it feels as though it will never end. What keeps me going is the science and the tangible impact we have on people’s lives. I’ve never developed a product without testing it on myself first. I’m personally so invested that giving up simply isn’t an option, no matter how challenging it gets.
“Women over 40 are the most informed and discerning skincare consumers on the market—they’ve been overlooked for far too long.”
M.Ë What has shaped your understanding of beauty?
G.C. Science, more than anything else. I didn’t grow up with a conventional idea of beauty, but surrounded by veterinarians, horses, skiing, athletes, and nutrition. Everything else is surface. That may not be the most glamorous answer, but it’s the honest one—and it’s my foundation of beauty.
M.Ë What developments would you like to see in the beauty industry?
G.C. I would love to see more honesty—fewer trend-driven ingredients, more transparency about what truly works and why, as well as clear information on concentrations and efficacy. And a genuine engagement with who the customer actually is. Women over 40 are the most informed and discerning skincare consumers on the market, and they have been overlooked for far too long.
