Aurelia London

Health & Beauty · Skincare

Aurelia London sells probiotic skincare, body care and mother-and-baby products priced in the premium tier; most facial serums and creams sit between £40-£80. The range spans cleansers, mists, oils, cellulite treatments, belly oil and gentle baby wash. Sales are global through the brand’s own e-commerce site plus selective doors such as Cult Beauty, Space NK, John Lewis, Douglas and luxury spas. The brand built its name on “PROTIDA™” technology: a non-live probiotic extract combined with botanical peptides and antioxidants that calm inflammation and strengthen the skin barrier. Hero SKIN REPAIR products—Revitalise & Glow Serum, Cell Repair Night Oil and Miracle Cleanser—regularly win UK beauty awards and are merchandised in recyclable violet glass to protect bio-active ingredients. Core customers are 25-45-year-old women who buy “clean” skincare that is cruelty-free, sustainably sourced and dermatologically tested but still indulgent. They value science-backed natural formulas, pregnancy-safe labels and British artisanal luxury, and are willing to pay for visible results without synthetic fragrance or silicones. Aurelia competes in the crowded “cleanical” luxury segment against probiotic, botanical and biotech brands. It differentiates by merging live-bacteria-derived extracts with certified organic botanicals, offering a full maternity-safe line, carbon-neutral shipping and refill options, and by positioning itself as a British spa heritage label rather than a clinical start-up.

Science-backed botanicals that calm skin and soothe your conscience

• Sustainable
• Recycled
• Handmade
• Organic
• Cruelty-free