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And who says it's a brand name, Merriam-Webster givs this
One entry found for cellulite.
Main Entry: cel�lu�lite
Pronunciation: 'sel-y&-"lIt, -"lEt
Etymology: French, literally, accumulation of subcutaneous fat, cellulitis, from cellule cell + -ite -itis
: lumpy fat found in the thighs, hips, and buttocks of some women
Dictionaries do not normally list brand names and if they did they would be capitalised.