Our story

I didn't start Alurea because the world needed another serum. I started it because everyone around me who wanted glass skin was fighting for it. Purge phases. Retinol redness. A barrier that gave up long before the glow ever showed up.

I'd been following Korean skincare for years — the patience of it, the layering, the idea that skin should be calmed before it's asked to perform. But most of what reached the Netherlands came in a 30 ml bottle at a premium price, or looked gentle on the label and didn't feel gentle on the skin.

So I spent a year building one product properly instead of ten quickly. A PDRN glow serum that's Korea-inspired and made to a simple brief: no harsh actives, no purge, no drama. And 50 ml instead of 30, because a serum you use morning and night shouldn't run out in six weeks.

It's bottled and shipped from the Netherlands, so it arrives in days, not weeks. And if it isn't for you, you send it back. That's the whole policy.

Alurea is small, and I'd like to keep it honest. One hero product. Real reviews only. And a promise that whatever we add next will have to earn its place next to the serum.