Pure Perfection Clinic in Rossett expands and launches Viderma skincare as founder marks 20 years

It is a landmark year for Sara Cheeney. The founder of Pure Perfection Clinic in Rossett, near Wrexham, is celebrating 20 years in the beauty and aesthetics industry, and she is marking it with a major expansion and a skincare range of her own.

The clinic has unveiled new offices, training areas and a dedicated Clinic Success suite, alongside new technology and revamped treatment rooms. The investment responds to growing demand for professional training, at a time of rapid growth in non-surgical aesthetics nationally and concern about unqualified practitioners working in unregulated settings.

Sara, who was named Aesthetic Awards Nurse Practitioner of the Year for 2025, is determined that the business keeps its personal touch. "We are making positive changes to meet demand, but what I never want to lose is that personal feel," she said. "Our customers are more like family. For me, this next chapter is about looking after people from the outside in and the inside out."

Her new range, Viderma, is shaped by two decades of clinical experience, including her work as a ZO Skin Health trainer and clinician. The first collection includes cleansers for dry and oily skin, vitamin C and hyaluronic acid serums, SPF protection and a night-time retinol and peptide cream, built around the simple message "Love your skin".

"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," Sara said. "I genuinely believe everyone deserves to feel good, whatever their budget."

She sees wellbeing as bigger than appearance. "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," she said. "I want this to feel less like a clinic and more like a place of belonging."

Established in 2008 in the heart of Rossett, Pure Perfection serves clients across the Wrexham and Chester area, offering treatments from HydraFacial and skin peels to advanced electrolysis, Morpheus8 and anti-wrinkle injections, along with ZO Skin Health products.

To book a consultation or find out about training and the Viderma launch, visit pureperfectionclinic.com.