Probiotic skincare brand Aurelia London has evolved to become Aurelia, an innovative beauty brand debuting a beauty supplement range targeted at improving hair, skin and nail health”?
The six-strong collection includes Hair Perfection, Skin Perfection, 3-in-1 Perfection, Hair Revive, Collagen Revive and Absolute Beauty.
It has been formulated with a proprietary, patent-pending Eternacell complex, as well as niacinamide and zinc, to help energise cells and enhance skin glow, hair strength and nail resilience.
The move towards supplements was a means of complementing the existing skin care range and repositioning the brand’s focus towards “cellular vitality”, Akash Bedi, CEO North America and Europe at Aurelia, tells Cosmetics Business.
“We wanted to bring both inside and external beauty solutions,” said Bedi.
“And Aurelia is trying to bridge that gap at a cellular level, because that is where everything for your body is centred.
“This new position is called deeper beauty, and we created the supplements that help to create this power at the cellular level.”
Launching into the supplements space was not without its hurdles, as the segment has become increasingly competitive in 2025.
This is a fact Bedi was acutely aware of, given the “benefits supplements present in beauty”, with Aurelia striving to stand out from the competition via its potent formulation.
Bedi added: “We worked very hard with our R&D team and external partners to create a unique proposition in Aurelia, which is our patent-pending Eternacell.
“This has been blended with other potent ingredients [which add value], and we are trying to bring something unique, distinguished, backed by science and proven by consumers into the market.”
And while Bedi claims consumers want more from their supplements, the formulation process is designed around a sustainable standard – given the brand’s B-Corp status.
Bedi continued: “You need to do good for the consumer, but you also need to do good for the planet.
“We have made sure to source the ingredients ethically, and our packaging is also environmentally friendly.
“Our motto is to bring quality for the consumer, but also the health and authenticity for our planet as well.”
The brand’s focus on cellular science signals part of the future for beauty, Bedi added.
He continued: “We are trying to bring beauty in supplements through cellular science, and this is a space that is driving a lot of attention, –not only in beauty, but overall women's health as well, such as with the menopause.
“But it is still very early stages, and we are only on day one of our launch into the UK, France and the US market.
“We need to prove and communicate what is so differentiated about us, and explain the science in a much more consumer-friendly way to ensure they understand the benefits.”
Aurelia is part of UK holding company H&H Group, following its acquisition in 2018.