Aurelia Probiotic Skincare

What Aurelia Probiotic Skincare does

Aurelia Probiotic Skincare, operating legally as Aurelia Cellular Beauty, is a London-based direct-to-consumer beauty company that sells two integrated product lines: Aurelia Cellular Beauty supplements (Absolute Beauty, Collagen Revive, Hair Revive, Hair Perfection, Skin Perfection, 3-in-1 Perfection) and Aurelia London probiotic skincare (Cell Revitalise Day Moisturiser, Hydrate & Protect SPF50, Simple Skincare Trio). The supplements are powered by ETERNACELL™, a patent-pending proprietary cellular complex combining ergothioneine, resveratrol, niacinamide, and zinc, while the skincare line is built on PROtida™, a registered probiotic protein complex that the company reports can boost collagen synthesis by up to 140% and hyaluronic acid synthesis by almost 1900%. Additional trademarked ingredients include SEPITONE™ (bilberry extract for radiance) and Ceramosides™ (wheat-derived ceramides for hair). Clinical positioning is anchored in an 800+ participant consumer perception study conducted in France by Toluna-Harris, reporting 83% satisfaction after 21 days.

Aurelia distributes exclusively through owned e-commerce storefronts in three markets: aureliacellular.co.uk (UK), aureliacellular.us (US, launched February 2026), and aureliacellular.fr (France). Pricing is positioned in the premium band, with UK supplements ranging from £49.99 to £59.99 and skincare from £34 to £169; US supplements start at $69.99. The company employs a product-led growth strategy combining a 90-day money-back challenge, Subscribe & Save bundles with 25% discounts on 3-month supplies, and an interactive 'Find your solution' quiz. Cross-sell is reinforced through supplement-plus-skincare ritual bundles (Barrier Boost, Winter Kit Ritual, The Daily Radiance Rituals).

The company is a private subsidiary of H&H Group, a global health and nutrition company whose Swisse brand reportedly generated approximately $1 billion in net sales. H&H Group provides financial backing, operational scaling expertise, and distribution capabilities that Aurelia leverages for international expansion. The firm is B Corp certified, cruelty-free, and bio-organic positioned, with 11–50 employees and operations centered in London. No external venture funding rounds are disclosed beyond a single early-stage 2016 entry with undisclosed investors and zero proceeds.

Name

Aurelia Probiotic Skincare

Legal name

Aurelia Cellular Beauty

Website

https://aureliaskincare.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Aurelia is a London-based direct-to-consumer probiotic skincare and beauty supplement brand, backed by H&H Group, selling proprietary formulations (ETERNACELL™, PROtida™) via owned e-commerce storefronts in the UK, US, and France to premium wellness consumers.

Ownership category

akta.pro rank

Product category

Probiotic Skincare & Beauty Supplements

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Dermocosmetics & Medical-Grade Skincare (CRABAAAF)

akta.pro secondary industries

Sensitive Skin & Barrier Repair (CRABAAAG), Natural/Organic & Clean Skincare (CRABAAAH)

Keywords

• Probiotic skincare
• Beauty supplements
• Anti-aging skincare
• Cellular beauty
• Collagen supplements

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D

Revenue model

1. E-commerce Product Sales: Direct-to-consumer sales of skincare and supplement products through owned e-commerce platforms (aureliacellular.co.uk, aureliacellular.us, aureliacellular.fr). Products include supplements (Absolute Beauty, Skin Perfection, Collagen Revive, Hair Revive, Hair Perfection, 3-in-1 Perfection) and skincare (Cell Revitalise Day Moisturiser, Hydrate & Protect SPF50, Simple Skincare Trio).
2. Subscription Services: Subscribe & Save program offering 25% discount on 3-month supply bundles, driving recurring revenue from loyal customers. The 90-day challenge with money-back guarantee also supports subscription retention.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Aurelia develops, manufactures and sells clinically backed probiotic skincare products and beauty supplements under two integrated lines: Aurelia Cellular Beauty supplements powered by the proprietary ETERNACELL™ complex, and Aurelia London probiotic skincare powered by PROtida™. Products target anti-aging, skin radiance, collagen synthesis, hair and nail health, and skin barrier repair, sold direct-to-consumer through owned e-commerce stores in the UK, US, and France.

Product overview

Aurelia operates two integrated product lines: (1) Aurelia Cellular Beauty supplements powered by ETERNACELL, a proprietary cellular vitality complex targeting skin, hair, and anti-aging results; and (2) Aurelia London probiotic skincare powered by PROTIDA for cellular repair and collagen synthesis. The supplement portfolio includes Absolute Beauty, Collagen Revive, Hair Revive, Hair Perfection, Skin Perfection, and 3-in-1 Perfection. The skincare line includes Simple Skincare Trio, Cell Revitalise Day Moisturiser, and Hydrate & Protect Anti-Ageing SPF50 Moisturiser. The company also offers combined supplement + skincare bundles. Products are backed by clinical testing with 83% user satisfaction reported after 21 days of use.

Differentiator

Problem solved

Functional benefit

Brands

• Aurelia Cellular: Beauty-first supplements powered by ETERNACELL, the proprietary complex designed to unlock cellular vitality.
• Aurelia London

Products and services

• Aurelia Cellular Beauty Supplements Line Beauty-first ingestible supplements powered by the proprietary ETERNACELL™ complex, designed to deliver visible anti-aging results from within in 21 days; sold to individual consumers via DTC e-commerce.
• Aurelia London Probiotic Skincare Line Topical probiotic skincare line powered by PROtida™ that addresses cellular aging, enhances skin repair, and boosts collagen synthesis by up to 140% and hyaluronic acid synthesis by almost 1900%.
• Absolute Beauty Cellular Anti-Ageing Concentrate supplement priced at £59.99, designed to support visible anti-aging results from within.
• Skin Perfection Skin Radiance & Clarity supplement priced at £49.99, containing SEPITONE™, a clinically proven bilberry extract supporting brighter, more radiant-looking skin.
• Collagen Revive Skin-Firming Collagen Powder supplement priced at £54.99, formulated to support skin elasticity and firmness.
• Hair Revive Hair Strength & Shine supplement designed to support hair health and vitality from within.
• Hair Perfection Hair Strength & Shine supplement priced at £49.99, formulated with Ceramosides™ to support hair strength, moisture retention, and overall hair condition over time.
• 3-in-1 Perfection Hair, Skin & Nail Perfection supplement priced at £49.99, designed to support multiple beauty goals simultaneously.
• Cell Revitalise Day Moisturiser Whipped probiotic day cream priced from £34, formulated to refresh and revitalize skin with probiotic technology.
• Hydrate & Protect Anti-Ageing SPF50 Moisturiser Anti-ageing UV moisturiser priced at £65, providing SPF50 sun protection combined with probiotic skincare benefits.
• Simple Skincare Trio Complete probiotic skincare routine priced at £120 (reduced from £169), covering face and body care for hydrated, resilient skin.

Quantifiable outcome

• 83% user satisfaction rate after 21 days of use based on consumer perception study with 800+ participants
• +3 more outcomes

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• HUM Nutrition: Beauty-from-within supplement brand offering clinically-formulated ingestible beauty products via DTC. Direct overlap with Aurelia's supplement line (Absolute Beauty, Collagen Revive, etc.) and 'inside beauty' positioning.
• Care/of: Personalised DTC vitamin and supplement brand with strong science positioning and subscription model. Comparable to Aurelia on supplement DTC, subscription-driven revenue, and clinical/personalized quiz funnel.

Direct peers

• Codex Beauty: Probiotic skincare brand (Shawn Blanc / Barb Tabb) developed with clinical trial data and microbiome science. Direct peer on probiotic topical positioning and clinically proven claim structure.
• Allies of Skin: Premium science-led skincare brand offering high-performance bio-available formulations with clinically-backed actives. Comparable to Aurelia on premium pricing, science-led positioning, and DTC e-commerce model.
• Dr. Barbara Sturm: Premium science-led skincare brand known for clinical, anti-inflammatory formulations and high price points. Comparable to Aurelia on premium positioning, science-led claims, and DTC model, though without the probiotic or supplement angle.
• Gallinée: A microbiome-focused skincare and supplement brand explicitly built around probiotic and prebiotic formulations for skin health. Direct overlap with Aurelia in probiotic skincare philosophy, clinical positioning, and DTC go-to-market.
• Mother Dirt (AOBiome): Microbiome-focused personal care brand centered on live bacterial formulations. Direct overlap with Aurelia on probiotic skincare positioning, though with a narrower ammonia-oxidizing bacteria focus.
• Tula Skincare: Probiotic-infused skincare brand marketed with clinically-tested claims and DTC retail channels. Direct peer on probiotic skincare formulations, science-led efficacy messaging, and beauty-from-within adjacent positioning.

Broad incumbents

• La Roche-Posay: L'Oréal-owned dermatological skincare brand offering sensitive skin and microbiome-friendly formulations at scale. Comparable to Aurelia on clinical skincare positioning and sensitive-skin/barrier repair use cases, but vastly larger distribution and R&D budget.
• Biotherm: L'Oréal-owned skincare brand with a Life Plankton/probiotic heritage and clinical positioning. Overlaps with Aurelia on microbiome skincare science-led branding and premium mass-to-prestige positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/aureliacellular.uk
• LinkedInlinkedin.com/company/aurelia-probiotic-skincare

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Aurelia Probiotic Skincare