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, but nothing worked. Instead, I developed painful lumps under my arms — a sign that something was wrong.

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 experimented with homemade deodorants, had plenty of failures (hello, sore armpits) and small wins, until I eventually found a natural solution that worked for me.

From there, my curiosity grew. I started making 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, why not use them?

I took a course to deepen my knowledge of natural ingredients and the science behind them, and my family and friends became my eager product testers. The feedback was consistent: they loved that my products were effective, gentle, and free from harmful chemicals — no label-checking required.

What began as a personal quest became a passion. And that passion became So Serene LDN: a space where I share my handmade, small-batch creations with others who value clean, uncomplicated, and effective self-care.

Because looking after yourself should be Simple. Natural. Essential.

Our Values:

Simplicity

We believe the best care comes from uncomplicated formulas made with purpose.

Natural Integrity

Only ingredients that are kind to your skin and to the planet make it into our products.

Mindful Creation

Each product is handmade in small batches to ensure freshness, quality, and intention in every jar, tin, or balm.

Transparency

You’ll always know exactly what’s in your product — no hidden chemicals, no jargon.

Care for Community

We create with love, for people who value their wellbeing and want to reduce unnecessary exposure to harmful substances.