Cetuem

What Cetuem does

Cetuem is a British family-owned manufacturer and distributor of premium cosmetics and personal care products, founded in 1987 by husband and wife team John and Andria Vassiliou and headquartered in North London. The company operates four principal product lines: the SCR Gold skincare range built around 24-carat colloidal gold combined with clinically-proven actives (hyaluronic acid, vitamin C ester, plant marine extracts, willow bark); the HCR Gold hair and scalp rejuvenation system; the Ice Pack pain relief gel; and professional aromatherapy wax products. Formulation expertise spans cosmetic science, naturopathy, osteopathy, and cosmetology, with all products manufactured in the UK using globally sourced ingredients.

The business operates a hybrid go-to-market combining direct-to-consumer e-commerce via its Shopify-based cetuem.com storefront (with free UK delivery over £40 via DHL and shipping to UK, EU, and US), premium physical retail through the Cobella Hair & Beauty Salon concession at Selfridges London and the Rachel Elbaz Couture boutique at 65 Knightsbridge, and B2B distribution to salons and beauty professionals. Customer acquisition is driven by earned media — celebrity endorsements from Sophie Anderton, Peter Andre, Katie Price, and Sally Farmiloe — and editorial coverage in Vogue, Harper's Bazaar, Cosmopolitan, and Hello Magazine, supported by industry award wins including Harper's Bazaar 'Best Body Shaping Treatment' (2012), Beauty Shortlist 'Best Body Lotion' (2012), and the Universal Beauty Awards Gold for SCR Gold Intensive Serum (2026).

The company remains privately held by the founding Vassiliou family, with second-generation family members (Mario and Nicholas Vassiliou) involved in operations, customer service, and content. With 11-50 employees and a tightly curated premium product portfolio, Cetuem occupies a niche luxury beauty position rather than a mass-market one. Revenue is not publicly disclosed, and there are no external funding rounds, acquisitions, or institutional investors indicated in available materials.

Name

Cetuem

Legal name

Cetuem Limited

Website

https://cetuem.com

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

11–50 employees

Short description

Cetuem is a family-owned British manufacturer of premium skincare, hair care, and personal care products, best known for its SCR Gold range featuring 24-carat colloidal gold formulations, sold direct-to-consumer online and through premium UK retail and salon channels.

Ownership category

akta.pro rank

Product category

Premium Skincare and Cosmetics

NAICS

Soap and Cleaning Compound Manufacturing (32561), Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Treatment Skincare (Serums, Actives, Acne & Anti-aging) (CRABAAAB)

akta.pro secondary industries

Professional Skincare & Facial Treatments (CRABALAF), Dermocosmetics & Medical-Grade Skincare (CRABAAAF)

Keywords

• Premium skincare products
• Cosmetic manufacturing
• Anti-aging treatments
• Professional beauty products
• Hair and scalp care

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

Revenue model

1. Direct Product Sales: E-commerce sales of skincare, hair care, body care, and professional products directly to consumers through own online storefront, supplemented by retail distribution through department stores and salons.
2. Professional/Salon Products: Sales of professional-grade products including aromatherapy wax, hair care treatments, and professional waxing products to salons and beauty professionals.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

Cetuem manufactures and distributes a proprietary range of British-made skincare, hair care, body care and professional beauty products under its flagship SCR Gold and HCR Gold brands. Core offerings include the SCR Gold four-step skincare routine (Cleanser, Toner, Illuminating Mask, Booster Serum), the award-winning Intensive Serum with Hyaluronic Acid, Creme De Lite moisturiser, Exfoliating Gel Mask, the HCR Gold Hair & Scalp Multi Vitamin Treatment, the Ice Pack Relief Gel, Aromatherapy professional waxing products, and the award-winning SCR Gold Seaweed Body Wrap. Products combine 24-carat colloidal gold with scientifically-proven actives and are sold direct-to-consumer online, through Selfridges London and partner salons.

Product overview

Cetuem is a British family-owned skincare and beauty company with over 30 years of heritage, offering the SCR Gold Skin Care Range as its core product line alongside hair care, body care and professional beauty products. The SCR Gold Range follows a 4-step routine: Cleanse (Illuminating Skin Cleanser), Tone (Illuminating Skin Toner), Mask (Illuminating Mask), and Moisturise (Booster Serum, Intensive Serum, Creme De Lite). The flagship Booster Serum features colloidal gold, vitamin C and hyaluronic acid. The company also offers the HCR Gold Hair & Scalp Multi Vitamin Treatment for hair rejuvenation, Ice Pack for pain relief, Aromatherapy Wax for professional use, and the award-winning Seaweed Body Wrap for body shaping. All products are British-manufactured with ingredients sourced globally.

Differentiator

Problem solved

Functional benefit

Brands

• SCR Gold: SCR Gold Skin Care Range featuring 24 carat gold products including Booster Serum, Intensive Serum, Illuminating Cleanser, Toner, and Mask. SCR stands for Skin Cell Renewal - Intelligent Skin Management.
• HCR Gold
• Ice Pack

Products and services

• SCR Gold Illuminating Skin Cleanser A rich creamy cleanser that refreshes, hydrates and brightens the skin as the first step of the SCR Gold skincare routine; sold to individual consumers via cetuem.com.
• SCR Gold Illuminating Skin Toner A skin brightening toner rich in vitamin C and pseudo collagen, made with pure spring water, allantoin, salix nigra and antioxidants; the second step of the SCR Gold routine.
• SCR Gold Illuminating Mask A power-packed mask with organic brightening complex, ceramide oil, vitamin C ester and alpha hydroxy acids for skin rejuvenation; the third step of the SCR Gold routine.
• SCR Gold Booster Serum — Skin Cell Regenerator with Vitamin C Plus The flagship antioxidant serum combining colloidal gold, hyaluronic acid, vitamin C ester, pure plant marine extracts, willow bark, humectants and natural UV protection; designed to reverse and delay ageing, restore elasticity and protect skin from further damage.
• SCR Gold Intensive Serum with Hyaluronic Acid Award-winning intensive serum with hyaluronic acid for skin regeneration, for day and night use; Gold winner at the Universal Beauty Awards 2026.
• Creme De Lite Award-winning moisturiser in the SCR Gold skincare range offered alongside Booster Serum as the moisturising step of the routine.
• Exfoliating Gel Mask Exfoliating gel mask for skin rejuvenation, sold within the SCR Gold product line via cetuem.com.
• HCR Gold Hair & Scalp Multi Vitamin Treatment Anti-ageing hair and scalp treatment combining 24-carat gold with vitamins B3, B5, B6, B7, C and E, amino acids, peptides, silica, minerals, fruit extracts and saw palmetto to encourage healthier, stronger hair growth and promote shinier, thicker hair shafts.
• Ice Pack Relief Gel Pain relief gel for muscle aches, joint discomfort, minor backache, tendonitis, strains, sports injuries, arthritis and neuropathy relief; contains menthol crystals, peppermint oil, camphor oil, allantoin and aloe vera.
• Aromatherapy Wax (professional waxing range) Professional aromatherapy wax available in multiple formats (tin, plastic white jar, cartridge) used by beauty professionals for in-salon waxing treatments; sold via the Professional Waxing category and trade channels.
• SCR Gold Seaweed Body Wrap Award-winning body shaping treatment based on algae extract; recognised with Harper's Bazaar 'Best Body Shaping Treatment' and used by partner salons including Cobella at Selfridges.

Quantifiable outcome

• SCR Gold Intensive Serum wins GOLD at the Universal Beauty Awards 2026
• +4 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered minor and core.

• Rachel Elbaz CoutureminorOEM/ Whitelabel/ Licensing Partner · 1 October 2012Developed exclusive Dream de Rachel Elbaz Body Lotion for French Couture designer Rachel Elbaz. Also launched Nail Enamel Rachel by Rachel Couture No. 287. Products exclusively available from Rachel Elbaz Couture at 65 Knightsbridge, London.
• Hello MagazineminorGTM or Marketing Partner · 1 October 2012Hello Magazine competition winner received Cetuem's Award Winning Seaweed Body Wrap and Bespoke SCR Gold Facial at Selfridges, London, plus a year's supply of SCR Gold Range products.
• London Olympia ExhibitionminorChannel Partner/ Reseller/ Distributor · 1 September 2012Exhibition at London Olympia for beauty professionals featuring live demonstrations of SCR Gold Skin Care Facials and Aromatherapy Waxing Treatments. Staffed by Charlotte Campbell, Sally Farmiloe, Jade Farmiloe and Sophie Anderton.
• Selfridges LondoncoreChannel Partner/ Reseller/ Distributor · 1 March 2012Cetuem's celebrity-endorsed range of skincare and bodycare products and award-winning treatments made available at the Cobella Hair & Beauty Salon on the 3rd floor, Selfridges, London. Launched in March 2012.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Elemis: British premium skincare brand offering anti-aging and spa-grade facial care through DTC and professional spa channels. Most directly comparable UK peer with similar SPA/professional channel and premium positioning.
• ESPA: UK-based natural skincare brand with strong spa/salon and DTC channels, focused on natural actives and aromatherapy positioning. Comparable on professional salon channel and natural/active ingredient narrative.
• This Works: British beauty/wellness brand with aromatherapy and skincare crossover products distributed through premium retail and DTC. Comparable on aromatherapy positioning and UK premium beauty channel.
• Eve Lom: London-based luxury skincare brand sold in Selfridges and premium department stores globally, with celebrity endorsements and treatment-grade positioning. Directly comparable on retail placement, premium pricing, and celebrity-led marketing.
• Liz Earle Beauty Co. UK-founded botanical skincare brand with a flagship serum/cleanser routine sold through DTC and department stores. Comparable on British heritage, anti-aging serums, and high-SKU routine-based brand architecture.
• Aromatherapy Associates: British luxury aromatherapy-based skincare and bodycare brand, sold through premium retailers and spas. Directly comparable on aromatherapy wax/oil product format and premium UK positioning.

Emerging players

• Dr. Barbara Sturm: Celebrity-driven premium skincare brand with high-priced serums and active-ingredient positioning. Comparable on celebrity endorsement model and ultra-premium serums with actives.
• 111SKIN: UK-founded luxury clinical skincare brand with high-priced serums and Harrods/Selfridges placement. Comparable on premium pricing ($200+ serums), UK origin, and clinical/aesthetic positioning.
• Tropic Skincare: UK-based natural beauty brand with multi-channel sales (DTC, retail, network/affiliate) and broad skincare/body category. Comparable on British natural beauty positioning and multi-channel approach, scaled via different model.

Broad incumbents

• Natura Bissé: Spanish luxury skincare brand with strong spa/professional channel and anti-aging serums sold via premium department stores and resort spas. Comparable on spa-grade serums and global premium positioning; broader portfolio scope.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/cetuem
• YouTubeyoutube.com/channel/UCC5SZIPDVs99020eDQBRMoQ
• Facebookfacebook.com/CetuemUK
• Instagraminstagram.com/Cetuem_cosmetics

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

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 Cetuem