Cleure founder, Dr. Flora Stay developed Cleure beauty and personal care products over 20 years ago. She initially formulated a fluoride-free toothpaste that would not require an FDA warning and would be safe if accidentally swallowed by children. 

Since 2012, Cleure Original Flavor-free Toothpaste has become the recommended toothpaste by dermatologists across the USA. American Contact Dermatitis Society and dermatologists recommend Cleure oral care due to its proprietary formula being free of common irritants that exacerbate sensitivities.

As customers and physicians began to ask for more personal care products, with continued research and testing, Dr. Stay has grown Cleure to an extensive line to include oral, hair, skin and body care.  

According to the National Institute of Health, approximately 70% of women and 60% of men have some type of sensitive skin. The aim and goal of the Cleure website is to educate and help consumers avoid sensitive skin flare-ups by choosing beauty and personal products not by what the label says, but by what ingredients are in the bottle.

Cleure stands out as the trusted brand for sensitive skin personal care products because we formulate focusing on ingredients with intention that are free of common irritants. 

Our testimonials speak for themselves, when someone tries Cleure,  they love it, tell others about it and continue to use it.

Click here to learn more about Dr. Stay!

Our Name

 cleure name

Dr. Stay chose the name Cleure – a combination of clean and pure – because we aim to keep our formulas simple and essential, we only source the highest quality ingredients, and all of our products are made in the USA. In fact, our beauty and personal care products are manufactured right down the street from our office so we can keep a close eye on the process and quality. 

Your Skin is Our Priority

At Cleure we live by the phrase Ingredients with Intention. Every ingredient used to formulate our products has a specific purpose to benefit you and your body, and we stay away from most common allergens and irritants.

We don't hide behind misleading ingredients, small concentrations, or "trade secrets." Every ingredient (regardless of the concentration) is right there on the label so you can be sure that each product is right for you and your specific needs.