et al. and Cellstory UK & Ireland announce strategic collaboration

et al., the skin-first makeup brand created by the International Institute for Active Ageing (iiaa), has announced a strategic collaboration with Cellstory UK and Ireland, a Korean professional skin treatment known for its patented Microspear Technology and advanced non-invasive skin renewal protocols.

The collaboration has been designed to support clinics offering Cellstory treatments by recommending et al. as the makeup brand of choice to complement professional treatment journeys and homecare routines. Bringing together advanced in-clinic skin renewal with skin-first complexion care, the collaboration aims to support long-term skin health, enhance client confidence and help practitioners offer a more complete treatment-to-complexion experience.

“As demand continues to grow for non-invasive treatments that deliver visible results with minimal downtime, clinics need complexion solutions that support clients beyond the treatment room,” says Anushka Patel, Head of et al. “Cellstory’s approach to advanced skin renewal felt like a natural fit for et al., given our shared focus on clinically driven, barrier-conscious skin health. et al. looks like makeup, but acts like skincare, helping clients feel confident while enhancing and protecting skin when it may be more vulnerable.”

“We share very similar values in how we believe skin should be treated, with formulations rooted in science, barrier-supportive ingredients, and a focus on managing inflammation to promote optimal skin health,” says Kathy Elliott, Managing Director Cellstory UK and Ireland. “At Cellstory, our unique system is designed to prep, treat, and recover the skin, but we felt there was one important element missing: a post-treatment makeup solution that we could confidently recommend to clinics and clients.”

Unlike conventional liquid needling systems, Cellstory’s patented Microspear Technology combines advanced spicule delivery with a supportive, skin-renewal focused ingredient stack. The Microspears undergo a 13-stage non-chemical purification process to support consistency, purity, safety and efficacy, before being encapsulated within Cellstory’s proprietary Yellow Calming Complex to help soothe the skin, support barrier function and minimise unnecessary irritation during treatment. Engineered to deliver targeted actives where they are needed most, the professional system combines 3GF growth factors, plant stem cells and a 21-amino-acid complex to support skin renewal, resilience and recovery.

Created specifically to work within professional skin health environments, et al. was developed by the scientific team at the International Institute for Active Ageing (iiaa) to complement clinic-based procedures. The brand helps clients leave treatments feeling confident while continuing to support and protect long-term skin health. Suitable for all treatment modalities, et al. is already stocked in hundreds of skincare professional locations across the UK and Ireland. Its skincare infused complexion products offer broad-spectrum SPF protection, blue light protection and hydration-focused benefits, helping practitioners support clients both immediately after treatment and as part of their ongoing skincare routine.

The collaboration between et al. and Cellstory brings together two aligned areas of professional skin health: advanced skin renewal through Cellstory treatments, and skin-first complexion care through et al. Together, the aim is to create a seamless treatment-to-complexion journey for clinics, practitioners and clients seeking visible skin rejuvenation alongside protective, skin-conscious coverage.

Clinics working with both Cellstory and et al. will be able to offer clients a more complete skin journey, from in-clinic transformation with Cellstory treatments to skin-protecting complexion products from et al. that improve skin beyond the treatment room.

For clinics, the collaboration also presents an opportunity to strengthen client care, support treatment confidence and start additional retail conversations around skincare enhanced makeup products.