Aurelia London

Aurelia London is a British skincare brand founded by Claire Vero in 2013 [1]. It built its reputation on probiotic skincare — formulas that pair live-culture-derived ingredients with botanical oils — and trades alongside a newer line of beauty supplements. Since 2019 the company has been majority-owned by the Hong Kong-based Health & Happiness (H&H) Group [2]. The brand remains active, selling both its original topical range and the supplement line online.

The name has shifted over time. The business launched as Aurelia Probiotic Skincare, and its current parent site presents an umbrella identity, Aurelia Cellular Beauty, that leads with ingestible products. The probiotic skincare range continues to be sold under the Aurelia London name, which is how the brand is most widely known to shoppers.

Aurelia was created by Claire Vero, who came to beauty from pharmaceuticals. According to the company, she spent roughly nine years at GlaxoSmithKline, ending as a Marketing Director in the firm's Global Dermatology Centre for Excellence, before leaving to develop her own botanical skincare line after becoming interested in the potential of probiotics to calm the skin's immune responses [4]. The brand was founded in London in 2013.

The early brand positioned itself as probiotic skincare combining science with naturally derived ingredients. In 2019, Health & Happiness (H&H) Group acquired a majority stake in Aurelia for an undisclosed sum; Vero kept a board seat and continued to lead product development [2]. At the time of the deal, H&H chairman Luo Fei framed the purchase as part of the group's goal of "becoming a global leader in premium wellness" [2].

In September 2020, Vero stepped away from her day-to-day role to focus on new ventures, with Antonia Knox — previously a brand manager — appointed as spokesperson; trade coverage reported that Vero's approach was intended to remain central to the brand [6].

Aurelia is owned by Health & Happiness (H&H) Group, also referred to as H&H International Holdings, which took its majority stake in 2019. Under that ownership the business expanded beyond topical skincare into beauty supplements, marketed under the Aurelia Cellular Beauty banner. The company describes Aurelia as a brand of H&H Group, which it identifies as a certified B Corporation.

The brand frames beauty as connected to overall wellbeing. "Beauty is more than skin deep," the company states, calling it "a reflection of your inner health, vitality, and confidence," and describes its outlook as holistic rather than trend-led. Its stated mission is that "everyone has the power to transform their world." Trade press has described the brand as positioned at the prestige end of the market; WWD characterised it as an "ultra premium skin care brand" when reporting the H&H acquisition [2].

Aurelia's topical skincare is built around probiotics combined with what the company calls BioOrganic botanicals and essential oils. Among its frequently cited products are The Probiotic Concentrate, the Miracle Cleanser, and the Cell Revitalise Night Moisturiser. The skincare range is powered by a proprietary probiotic complex the company calls PROtida.

Under H&H, the company added an ingestible line of "beauty-first" supplements — including products such as Collagen Revive and Skin Perfection — built around a separate proprietary complex, ETERNACELL, which combines ergothioneine, resveratrol, niacinamide and zinc. The company says ETERNACELL was tested on more than 800 women and reports results such as up to a 28 percent reduction in the appearance of wrinkles after 28 days [7]; these figures are the brand's own.

Editorial and trade coverage of Aurelia has centred on its 2019 acquisition by H&H and the 2020 departure of its founder, reported by outlets including WWD, BeautyMatter and Cosmetics Business. The Probiotic Concentrate is often referenced as the brand's hero product.

Aurelia is certified cruelty-free. PETA lists it as cruelty-free, stating that neither its ingredients nor finished products are tested on animals and that its suppliers follow the same standard [8]. The brand is also a Cruelty Free International certified company, carrying the Leaping Bunny mark on its labels and outer boxes. It is not, however, a fully vegan brand: cruelty-free certification sources note that much of the range uses probiotics derived from a milk protein, though some individual products are vegan-friendly [9]. The company also describes its botanicals as ethically sourced.

A B Corporation certification is held at the parent level — the company states that Aurelia is a brand of H&H Group, a certified B Corp. The company says it aims to create science-backed formulas while keeping its environmental impact to a minimum.

Aurelia is active. The business trades online through both aurelialondon.com and the parent site aureliacellular.co.uk, which sells the supplement line together with the Aurelia London skincare range and operates in markets including the United Kingdom, the United States and France. Recent activity includes marketing for the ETERNACELL supplement line.

One point of ambiguity concerns the brand's geography. Multiple trade sources and the Aurelia London name identify it as a British brand [1][2], while the current parent site lists locations in Italy for sourcing and manufacturing, Cork in Ireland for research, and Switzerland for formulation [3] — describing where the products are now made and developed under H&H rather than the brand's country of origin.