Aurelia Cellular Vitality Launches in the US
Aurelia Cellular Vitality, the science-forward sibling of British skincare brand Aurelia London, has officially launched in the US.
While Aurelia first established its reputation in 2013 with probiotic-focused skincare, Aurelia Cellular Vitality marks an expansion into beauty supplements — with a focus on cellular vitality. Backed by global health and nutrition company H&H Group, Aurelia isn’t just entering the US market; it’s looking to ride the skinification of supplements wave.
Leading the brand is Eternacell, a proprietary, patent-pending cellular complex that combines heavy-hitting actives, including ergothioneine, resveratrol, niacinamide, and zinc.
The brand’s positioning is clear: ageing is inevitable, but the goal is to support beauty and vitality from within. By supporting vitality at the cellular level, Eternacell helps cells meet the challenges of ageing, rather than promising to stop it.
“With Aurelia, we are delivering a next-generation beauty proposition rooted in cellular vitality,” says Akash Bedi, CEO of EMEA, North America, and India at H&H Group. “Following our proven global success in supplements, including Swisse, which generates approximately US$1 billion in net sales, we are now focused on scaling Aurelia to lead the U.S. beauty-from-within category. This launch is a testament to our ambition: to shape the future of beauty through science, innovation, and purpose.”
Instead of testing the US waters with a single product, Aurelia Cellular Vitality is launching with six targeted supplements, each of which has been developed alongside hair, skin, and nutrition specialists:
- Absolute Beauty: centred on skin resilience and the classic signs of ageing.
- Hair Revive: a solution for thinning hair, designed to support density and fuller-looking strands.
- 3-in-1 Perfection: a multitasker, targeting even skin tone, healthier-looking nails, and shinier hair.
- Skin Perfection: focused on hydration and supporting a more even-looking complexion.
- Hair Perfection: aimed at strengthening hair while enhancing shine and flexibility.
- Collagen Revive: a direct hit on fine lines, wrinkles, and skin elasticity.
In an industry often criticised for overpromising results, Aurelia is leaning on its receipts. Following its 2025 rollout in the UK and France, an in-home consumer trial of over 1,500 women (ages 25–55) reported notable results. According to the brand, 74% of participants noticed visible improvements across all six products in just 21 days, while 86% reported overall satisfaction.
Aurelia Cellular Vitality is now available online at Amazon and aureliacellular.us, priced from $69.99 (£49.99). UK customers can shop the brand at aureliacellular.co.uk.