And cancer battle didn’t stop her making it a success. Sara Cheeney of Pure Perfection Clinic wants to change the face of the aesthetics sector. A mother inspired to go into the cosmetics industry because of her own problems with psoriasis has now successfully grown her company while fighting breast cancer. Clinician Sara Cheeney plans to change the face of the aesthetics sector by investing in training and safe policies – attacking the “unregulated” and “unscrupulous” elements in the industry. Her commitment to good practice has seen her delivering talks and workshops across the UK and in Europe to encourage future generations. Having suffered with psoriasis as a teenager she is also determined to support those who have experienced issues with their skin and is keen to “give back” to those in need of support. “When I was 15 years old I had psoriasis and it really troubled me,” said Sara, who lives in Llangollen with accountant husband Chris, and children Eve, nine, and six year-old Tomi. “It made me very self-conscious when doing sports and activities at school and affected me mentally as well as physically. “Eventually I was referred to a clinic in Liverpool and it’s there I developed an interest in helping others as I discovered all the treatments available in medical aesthetics. The facilities and services were life-changing. “I got my A levels and trained as a nurse at Coleg Cambria and later Bangor University, but my heart was always set on having my own medical aesthetics business. “I used to watch TV programmes such as Extreme Makeover and dreamt of having a clinic like that, with all beauty therapy and medical skincare facilities under one roof. We have achieved that but have plans to do even more.” Big plans for the future Sara’s first venture was Pinks nail and beauty salon in Rossett, which she opened 10 years ago after leaving her career as a nurse. The 37-year-old later turned her attention to medical skincare and decided to take the business to the next level, launching Pure Perfection Clinic in the same village, between Wrexham and Chester. Sara has big plans for the future, including new premises incorporating a training academy and expansion of their popular HydraFacial facilities. She added: “It was 10 years ago that I made the decision to go for it, which was quickly followed by me having a baby, so it was a challenging time, but we worked hard to get the business off the ground and make it a success. “Moving from being solely focused on beauty therapy to the medical side of things was daunting and that’s why I decided to ensure I had all my experience and policies in place so we would be recognised as a safe and registered clinic. “The UK is the only country that is so unregulated and allows all sorts of non-medical unscrupulous practitioners to inject and do treatments. Therefore I wanted everything to be of the highest standards possible.” Cancer battle Sara transformed Pinks into a medi-spa before moving to a bigger complex on Chester Road in 2016 with Pure Perfection Clinic. Having achieved all of this while also battling cancer, she is now looking ahead to the future with a renewed sense of purpose. “Being told I had breast cancer was a bolt from the blue, but I had no choice but to just get on with my life,” she said. “I went through chemotherapy and several surgeries while still working as much as I possibly could. That was my focus – that and my family. “However, I never want to be labelled a victim. Like many people who’ve fought the disease I gained strength from it and moved on with my life. If anything, cancer makes you refocus and look at what’s important. It made me even more determined to make a success of the business.” Staff numbers increasing Talking about the business, she said: “We offer services to combat everything from acne, rosacea, pigmentation disorders, sun damage, thread veins, skin tags and eczema, which are all beneficial to the customer, physically and psychologically. “We always look at the science and clinical trials behind a product or treatment to ensure they are safe and give proven results. We’re a medical clinic with the patient’s health and wellbeing at the forefront of our treatment programmes.” Pure Perfection Clinic has increased from two to seven staff in recent years and Sara has plans to expand further. Sara’s own reputation has soared since teaming up with global leader ZO Skin Health, who invited the former Ysgol y Berwyn pupil to be a national trainer teaching other medical professionals, and also to speak as a brand ambassador at conferences in Manchester and London. Sara was also one of only 15 international delegates to train exclusively with ZO founder Dr Zein Obagi at his clinic in Los Angeles. She is part of the #safetyinbeauty campaign online trying to name and shame bad work and bad standards, and urges patients to find out more to ensure they are not the casualty of unprofessional malpractice. “We have brought the professionalism and quality you see in the big city clinics to North Wales and Cheshire and that’s a standard we are very proud of,” she added.