Founded over 30 years ago by husband-and-wife duo John and Andria Vassiliou in Barnet, North London, Cetuem has long been a pioneer in the use of 24-carat colloidal gold in skincare – decades before it became a TikTok skincare sensation.
With strong interest from major retailers, the brand will be ramping up production of its award-winning SCR Gold skincare collection and its new muscle pain relief range. Allica’s support will enable the business to further renovate Cetuem’s Barnet headquarters and expand its Elstree manufacturing plant, giving it capacity to increase production, refresh its packaging, buy more ingredients and hold more stock to meet large orders.
Cetuem’s flagship skincare range uses 24-carat colloidal gold. Suitable for men and women of all ages and skin conditions, their prime function is to strengthen the cellular structure of the skin. Cetuem’s commitment to high-performance, natural ingredients has earned it a loyal following over more than three decades – including household names such as Amanda Holden and Peter Andre who praised the products in their personal columns.
“We’ve never compromised on quality,” says co-founder Andria, who is a qualified aesthetician with decades of experience in the beauty trade. “Every ingredient is chosen for performance – not marketing. This funding from Allica helps us grow while staying true to that philosophy.”
Her husband, John, is a cosmetics chemist and the driving force behind Cetuem’s research and development. Their two eldest sons are cosmetics chemists, too, with long-term plans to take over the business.
Andria is looking to bring Cetuem’s products to a growing audience by increasing their production capacity, allowing it to meet larger orders. “I never miss a delivery,” she said. “So we’ve had to hold back from certain opportunities so we don’t let anyone down.”
In addition to their skincare range, Cetuem has also recently launched an Ice Pack for muscle and joint pain relief. “My son is an osteopath, and we developed it with him to sell into the osteopathy sector,” Andria explained. “But now we’re selling directly to consumers and are currently in talks with some major retailers.”
Designed initially to support those experiencing pain caused by arthritis and neuropathy, Cetuem’s Ice Pack has also become popular with sports professionals and runners, including participants in the London Marathon.
The family is committed to keeping manufacturing in the UK. Alongside expanding its Elstree production facility, Cetuem has also been renovating its Barnet headquarters. “We’ve been part of these communities for decades, and it’s exciting to see how much more we can now do from here.”
Cetuem’s relationship manager at Allica Bank, Ian Teeney, said, “When you visit Cetuem, you instantly see the pride John and Andria take in every product that leaves their lab. Their knowledge, attention to detail, and family involvement at every level make them stand out. Supporting businesses like Cetuem – where passion meets long-term vision – is exactly what Allica was built for.”
As the business looks to the future, the Vassilious are clear about their priorities: sustainable growth, uncompromising quality and keeping their formulations – and their legacy – firmly in family hands.
“When you sell up or outsource, you lose the soul of what you’ve built,” John adds. “You see this all the time. Formulas get diluted, or are no longer in their original form. Staying independent means staying true to our formulas and values. Allica and Ian’s support helps us grow without losing the soul of what we’ve built. We’re excited to see what 2026 will bring!”
