We don’t make skincare. We find it.

It started in 2012 with a notebook. Our founder Celia was a pharmacy assistant with famously reactive skin — the kind that punished every “miracle” product the industry threw at her. So she started writing everything down: the real ingredients, the real percentages, the real price, and one blunt verdict — did it actually work?

Friends began borrowing the notebook before they went shopping. Then friends of friends. Then strangers, when the notebook became a small blog. Fourteen years, hundreds of tested products, and two sourcing trips to Seoul and Paris later — that notebook became this store.

How we choose what makes the shelf

• Proven actives, real percentages. If a formula hides its concentrations, it doesn’t make the cut.
• Brands with receipts. We source from names dermatologists already trust, with published testing and years of real-world results.
• Skin-first formulation. Non-comedogenic, sensibly fragranced or fragrance-free, no irritant-heavy trend formulas.
• Reviewed on real skin. Everything goes on our own faces — oily, reactive, dry, and mature skin alike — before it reaches the shop.
• Honest value. Every product has to beat the alternatives at its price, or it doesn’t win the shelf.

Every product we carry is chosen because it earned its place — not because it paid for shelf space.

Questions? Reach us any time at info@celiausa.com.