Aurelia Probiotic Skincare acquired by H&H

As probiotic ingredients prove to be a key trend in skincare, independent companies specialising in the field are increasingly in the acquisition spotlight and UK-based Aurelia Probiotics has just been acquired by Hong Kong’s Health & happiness (H&H).


Aurelia Probiotic Skincare


It’s likely to mean faster global expansion for the British firm and reflects the increasing importance of wellness-based thinking behind skincare innovation.

The new owner is actually a wellness specialist and already includes nutrition/vitamin brands Biostime and Swisse, among others, in its portfolio.

Six-year-old Aurelia focuses on anti-ageing skincare, bodycare and kids’ skincare and uses probiotics that are claimed to “protect and restore skin from within.” They’re said to reduce inflammation, which has major implications for sensitive skin as well as for slowing down skin ageing.

It’s easy to see why Aurelia was an acquisition target as the company’s profile has been getting higher and, although it doesn’t release sales figures, it’s believed to have seen triple-digit increases in recent years. 

It’s currently available through Net-a-Porter, SpaceNK, and Barneys New York. 

H&H hasn’t said how much it paid for the brand but it clearly has high hopes for its new purchase and its overall group revenue projection is around $2 billion for next year.

Aurelia founder Claire Vero will stay on at the firm with a seat on the board and a key role in charge of product development and R&D. It will continue to be UK-based.

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