As devout disciples of all things beauty for several decades now, it’s become worryingly easy to forget what a real face looks like. Especially when it comes to the seductive swamp of social media. Everything is so filtered, stretched, plumped, tweaked and downright doctored these days, it can be hard to retain a sense of reality – what products actually work? And how would you even know? So, who can you trust?
In this edition of the Aurelia blog, we’re sharing our story – from our recent evolution from Aurelia London and what that means, to our commitment to deeper beauty through cellular vitality and the 6 supplements that changed everything.
A couple of years ago, the beauty industry seemed to get stuck at surface-level. There was nothing but quick fixes and high-intensity, hyper trends wherever you looked. In chasing only what’s visible, it seemed we’d lost touch with what’s vital. Some in the industry would argue it’s always been this way.
TikTok, Instagram and AI are the latest culprits, but it was TV and magazines before them. And the Avon Lady before that. And powdered, pale-faced Victorians before that. And Aphrodite in Ancient Greece before that. Perhaps we should just be grateful there aren’t any TikTok tutorials on ‘How to Cut Off Your Own Arms’. Yet
At Aurelia, we understand beauty consumers. Because we are beauty consumers. That’s how we started out as teenagers and remain to this day. We talk to them all the time too. Because they’re our friends, colleagues and family. Some work within the industry and plenty worked with us at Aurelia London.
We all agreed that we were now living in a world where ageing had become a flaw, beauty, a performance and life itself was often reduced to a highlights reel. Topical products had been on top for too long – creams, serums and cover-ups that promised instant results but never reached beneath the surface. And the few supplements that did go deeper, or at least deliver on their promises, were made for the medicine cabinet, not the beauty counter.
