At a glance

Pure Perfection Clinic in Rossett has expanded its facilities and launched a new skincare brand, Viderma, as demand for non-surgical aesthetics grows. Founder Sara Cheeney, celebrating 20 years in the industry, aims to offer high-quality skincare products and enhanced training services to address concerns over unqualified practitioners. The expansion and new product line focus on promoting accessible luxury and effective skincare while maintaining a personal touch.

A leading skin and aesthetics clinic has expanded its facilities and wellbeing services as demand continues to grow across the industry.

Pure Perfection Clinic, based in Rossett, near Wrexham and Chester, has unveiled new offices, training areas and a dedicated ‘Clinic Success’ suite alongside state-of-the-art technology and revamped treatment rooms as the award-winning business continues to flourish.

The developments are in response to increasing demand for professional training and against a national backdrop of rapid growth in non-surgical aesthetics, with concerns over unqualified practitioners and treatments being carried out in unregulated settings.

The move comes as founder Sara Cheeney celebrates 20 years in the beauty and aesthetics industry and launches Viderma, a new range of skincare products shaped by two decades of clinical experience.

The initial collection includes cleansers for dry and oily skin, Vitamin C and hyaluronic acid serums, SPF protection and a night-time retinol and peptide cream, with the team already working to develop and extend the offering.

Created around the belief that “everyone deserves to love their skin”, Viderma combines clinical expertise with accessible luxury and a focus on effective, high-quality skincare. Sara - who was named Aesthetic Awards Nurse Practitioner of the Year for 2025 - said: “We are making positive changes to meet demand, but what I never want to lose is that personal feel.

“Our customers are more like family. For me, this next chapter is about looking after people from the outside in and the inside out.

“Skincare and our core treatments remain at the heart of Pure Perfection, but wellbeing is so much bigger than that. People are increasingly looking after themselves better, thinking about their mind and body, finding balance and how they can age well rather than simply focusing on how they look.

“I want this to feel less like a clinic and more like a place of belonging - somewhere centred on aesthetics, skin, wellness and calm.”

That philosophy has driven the investment in Pure Perfection’s Rossett headquarters, including its refreshed clinic and treatment rooms, new training area and Clinic Success suite, as the company builds on its established reputation on the national stage.

Viderma represents another significant step for Sara, drawing on her time in the sector and extensive experience as a ZO Skin Health trainer and clinician.

The brand aims to make trusted, high-performing skincare more accessible, with its ethos centred on confidence, authenticity and its simple message: ‘Love your skin’.

Sara added: “After 20 years in this industry, working with skin every day and listening to the challenges people face, I know what people need and want from their skincare.

“I’m incredibly proud of Viderma. The focus now is on growing and improving the range while keeping it effective, accessible and uncomplicated.

“I genuinely believe everyone deserves to feel good, whatever their budget. This is about ageing well, looking after yourself and having confidence in your own skin.

“We’ve built Pure Perfection on solid foundations and now everything has a fresh feel. We have a brilliant team, lots of ideas and so much to look forward to - I’m really excited about the future.”

Editorial insight

With consumer interest in non-surgical aesthetics and skincare showing no sign of slowing, established clinics are responding to both rising demand and calls for higher professional standards. The latest expansion at Pure Perfection Clinic reflects these industry trends, as the business invests in new facilities and training resources to support growth and address concerns over unregulated treatments.

The introduction of a proprietary skincare brand by a clinic founder with two decades of sector experience points to ongoing efforts within the industry to offer clients trusted, evidence-based products. For local clients and professionals, developments like these may offer reassurance around quality and oversight, particularly as the sector faces increased scrutiny from regulators and the public alike.

Story ideas and journalist angles

Consumer trend

Consumer Trends Driving Growth in Non-Surgical Aesthetics

Pure Perfection Clinic's expansion reflects wider consumer trends towards non-surgical aesthetics and holistic wellness, as more individuals focus on balanced ageing and self-care.

Target audience who would cover this Story potential 6/10 Regulation

Regulation and Safety in the Aesthetics Industry Amid Clinic Expansion

The expansion of Pure Perfection Clinic highlights ongoing concerns about unqualified practitioners in the aesthetics industry. The clinic's new facilities could set a precedent for standards in training and service delivery.

Target audience who would cover this Story potential 7/10