Brand Story & Values

So Serene LDN – Brand Story & Values

How it all began…

Believe it or not, So Serene LDN started with armpits.

Yes — sore, sweaty armpits. (Stay with me!)

As a teenager, I struggled with excessive sweating. It wasn’t unpleasant in smell, but it was persistent and uncomfortable. I tried product after product, yet nothing worked. Instead, I developed painful lumps under my arms — a sign that something wasn’t right.

Through my own research, I learned that sweating is the body’s natural way of releasing toxins, and the harsh chemicals I was using to block it were only making things worse.

That was my lightbulb moment.

I began paying close attention to what I was putting on — and into — my body. I started experimenting with homemade deodorants, experiencing plenty of failures (hello again, sore armpits) alongside small but meaningful wins, until I eventually found a natural solution that worked for me.

From there, my curiosity grew.

I began creating other skincare products — first for myself, then for my family. I discovered that simple, natural ingredients could be just as effective as the complicated formulas of big brands. So I asked myself: why not keep it simple?

To deepen my understanding, I took a course focused on natural ingredients and their science. Family and friends became my willing testers, and the feedback was always the same: the products felt gentle, effective, and reassuringly honest — no label-checking required.

What began as a personal solution grew into a passion.

And that passion became So Serene Ldn — a space for handcrafted, small-batch skincare, created with care, intention, and respect for the body.

More than skincare

Over time, So Serene LDN naturally expanded.

As my own rituals deepened, I found myself drawn to objects that carried the same energy as my products — pieces that felt grounding, meaningful, and thoughtfully chosen. Items that make everyday moments feel a little more intentional.

Alongside my handmade skincare, you’ll now also find a curated collection of soul-led treasures — candles, gifts, and ritual pieces selected with the same values that guide everything I create.

They aren’t just gifts.

They’re small reminders to slow down, care deeply, and live with intention.

Our values

Simplicity

We believe the most meaningful care comes from uncomplicated creations made with purpose.

Natural Integrity

We choose ingredients and materials that are kind to your skin, your home, and the planet.

Mindful Creation

Everything here is either handmade in small batches or thoughtfully curated — always with intention.

Transparency

You’ll always know what you’re bringing into your space. No hidden ingredients, no unnecessary jargon.

Care & Connection

So Serene LDN exists for those who value wellbeing, mindful living, and small daily rituals that truly matter.

Because caring for yourself — and your space — should feel simple, natural, and deeply considered.

With Love & Gratitude Always

Sereena