CellDerma invests £20,000 in digital platform as it scales across UK, Ireland and UAE
CellDerma has invested £20,000 in a major overhaul of its digital platform, alongside an ongoing £5,000 monthly commitment, as the professional skincare brand accelerates its growth across the UK, Ireland and international markets.
The investment has delivered a completely redesigned e-commerce experience intended to support both consumers and CellDerma’s network of clinic partners, while a new distribution partnership with Church Pharmacy will expand access to the range among healthcare professionals and aesthetic clinics across the UK.
Internationally, CellDerma has recently launched in the UAE, adding to an existing footprint that includes the UK, Republic of Ireland and European markets such as Estonia and Latvia. The brand now operates dedicated online stores for the UK, Ireland and UAE, alongside the US and Benelux markets.
The digital redevelopment includes a complete UX redesign, streamlined checkout and clearer pricing structure, alongside condition-led landing pages and refreshed skin quizzes intended to help customers navigate products according to their individual skincare concerns. Product pages have also been redesigned to give greater prominence to clinical USPs and ingredient information, while personalised recommendations have been incorporated into the checkout journey.
The investment builds on CellDerma’s existing clinical approach to product selection. Its online platform organises the portfolio around concerns including ageing, pigmentation, acne, dryness, redness and sensitive skin, alongside individual product categories spanning serums, creams, cleansers and balms. A revised Subscribe & Save programme now offers discounts of up to 7% alongside free delivery, while Klarna has been introduced to provide additional payment flexibility. CellDerma will further expand its retention strategy with the launch of a new rewards programme on 12 August. Customers will be able to earn up to 10% back in points, with additional rewards available for activities including product reviews, referrals, social sharing and birthdays.
The investment forms part of a wider CellDerma rebrand placing founder and aesthetic doctor Dr Dev Patel more prominently at the centre of the business. Patel began developing CellDerma in 2016 after working with patients in aesthetic practice and identifying an opportunity to create his own clinically focused skincare formulations. The brand subsequently spent five years working with laboratories in the UK, Switzerland, South Korea and the US before developing its wider portfolio.
A former Royal Navy doctor, Patel qualified in medicine from Guy’s and St Thomas’ Hospitals before moving into aesthetic medicine and dermatology. He founded Portsmouth-based aesthetic clinic Perfect Skin Solutions and later established CellDerma around a formulation philosophy focused on clinically relevant ingredient levels, skin barrier health and tolerability. The refreshed positioning places his clinical background behind both the product formulations and the way consumers are guided through the range, with the aim of making skincare selection easier within an increasingly active-led market.
Closer to home, CellDerma has partnered with Church Pharmacy to increase distribution of its clinic-focused range to healthcare professionals and aesthetic practices. Church Pharmacy operates as a specialist supplier to medical and aesthetic professionals, with a portfolio spanning professional skincare, injectables and other aesthetic products. The partnership strengthens CellDerma’s established professional model. The brand currently works with more than 200 partnered clinics, where trained practitioners can provide skincare consultations and recommend individual CellDerma routines. Customers can also connect their online account with a CellDerma clinic using a unique clinic code, allowing the professional relationship to continue when products are subsequently purchased online.
The digital investment coincides with CellDerma’s continued push into international markets. The brand has now launched a dedicated UAE operation, with its regional platform offering products directly to customers in the Emirates and further distribution growth planned. CellDerma also operates a dedicated Republic of Ireland platform, where its range spans products including GF5 Next Generation Bio-Regenerative Growth Factor Serum, Retin-ACE Resurfacing Retinoid Night Serum, Pigment Correct Brightening Serum and Collagen Restore. Established European markets including Estonia and Latvia are continuing to contribute to the international business as the brand develops its distribution network further. The combined investment in e-commerce, customer retention, professional distribution and international expansion marks a broader shift for CellDerma as it moves from a predominantly clinic-led skincare business towards a larger omnichannel and international operation.
CellDerma has invested £20,000 in a major overhaul of its digital platform, alongside an ongoing £5,000 monthly commitment, as the professional skincare brand accelerates its growth across the UK, Ireland and international markets.