For SERENE ANG, healthy skin is a journey, not a destination. Find out the story behind the entrepreneur’s homegrown natural skincare brand Serene SkinLab, which fuses traditional Chinese medicine (TCM) and science. Plus, how she juggles entrepreneurship and motherhood!
Tell us a bit about your background and when your passion in skincare started.
My journey into the world of skincare is deeply rooted in my personal experiences and background. After pregnancy, I battled with an autoimmune disorder called vitiligo – it not only impacted my physical appearance but also took a toll on my confidence. This struggle ignited a fervent interest in skincare, which prompted me to explore different products and solutions. My educational background in pharmacy then provided me with a scientific lens to understand the complexities of skin and how various ingredients interact. So it was a fusion of personal experience and scientific knowledge that laid the foundation for my passion for skincare.
When and why did you create your brand?
It was culmination of personal evolution and a desire to empower others on their skincare journey. The “a-ha” moment occurred when I realised that the beauty industry lacked a brand that seamlessly combined TCM and science, where efficacy, transparency and a holistic approach to skincare are key drivers.
The yearning to fill this void led to the birth of Serene SkinLab. I wanted to create a brand that not only offered effective products but also gave consumers a holistic approach to skincare and routines through combining TCM and science, fostering a deeper connection between individuals and their skin’s health.
How did you find the courage to start your own business?
Starting a business, especially in the competitive beauty industry, required a leap of faith and unwavering determination. The courage stemmed from my conviction in the brand’s mission and my belief that it could make a meaningful impact in the lives of others.
The support of mentors, friends and family also played a pivotal role. Surrounding myself with individuals who shared my vision and provided guidance helped alleviate my fears and bolstered my confidence in navigating the entrepreneurial landscape.
Tell us a bit more about your skincare brand. Who are the products created for?
The products are crafted to cater to a diverse array of skin types and concerns. Our formulations prioritise natural ingredients that are high quality and evidence-based to deliver tangible results. From cleansers and serums to moisturisers and masks, each product is designed to address specific skincare needs yet is also inclusive, recognising that everyone’s skin is unique. Whether you’re dealing with sensitive skin, acne-prone skin, ageing skin or simply seeking a radiant complexion, Serene SkinLab products are created for individuals who appreciate the intersection of science, nature and tradition in their skincare and wellness routines.
What does a typical work day look like for you?
As the founder of the business, my days are dynamic and multifaceted. Mornings starts at 6.30am when I go for my daily morning jog, followed by a 30-minute yoga session and breakfast.
Meetings follow, either with suppliers, partners or marketing teams; these involve strategic planning and communication, ensuring that everyone is aligned with the brand’s mission. I’m deeply involved in product development, collaborating with experts to bring innovative formulations to the market.
Afternoons may be dedicated to research on market trends or new ingredients and constantly seeking ways to enhance our brand identity, customer experience and customer retention.
Evenings and weekends are often spent with my family or friends over dinner and ferrying my 15-year-old son to his water polo trainings.
Any challenges or surprises you’ve found working as an entrepreneur in Singapore?
Navigating the competitive beauty industry in Singapore comes with its unique set of challenges. Regulatory compliance, market saturation and consumer scepticism are some hurdles we’ve encountered. However, these challenges have been instrumental in shaping Serene SkinLab into a resilient and adaptive brand.
Surprises, both positive and challenging, are inherent in entrepreneurship. The key is to approach them with an open mind, learn from these experiences, and use them to refine and strengthen the brand’s position in the market.
What do you wish more people knew when it comes to achieving healthy skin?
I wish people understood that achieving healthy skin is a journey, not a destination. It involves consistency, patience and a holistic approach. Skincare is not just about topical products. It’s about nourishing your body, staying hydrated, managing stress and embracing a positive and active lifestyle.
Education is paramount. Understanding your skin type and the ingredients in your products and establishing a personalised routine tailored to your body’s needs are crucial. Healthy skin is a reflection of your overall wellbeing, and it’s important to embrace a sustainable approach to skincare.
Give us a glimpse inside your makeup and skincare cabinet.
You’ll find most of my Serene SkinLab products, of course! These include our Renew Cleanser, Renew Serum, Sunblock and Renew Mask, which form the core of my daily routine. I use the Renew Mask every night – it’s a non-negotiable step in my skincare regimen. I use the Calming Repair Cream for the rest of the body as a moisturiser. My son also uses the Renew Serum daily to combat his teenage acne breakouts, and the Calming Repair Cream for his body as his skin is so dry from all the swimming that he does.
As for makeup, I lean towards a natural look, emphasising skincare as the foundation. A lightweight foundation with SPF, setting powder, a touch of blush, and mascara are my go-to essentials. I believe in letting the skin shine through, and a good skincare brand is the ultimate beauty secret.
As a full-time mother and business owner, how do you balance it all?
Balancing motherhood and entrepreneurship is undoubtedly a juggling act. It requires meticulous planning, delegation and the ability to prioritise effectively. Setting clear boundaries and allocating dedicated time for both roles are essential. I’ve learned to embrace flexibility and find joy in the process. It’s about quality over quantity – whether it’s spending quality time with my child or immersing myself in the strategic aspects of Serene SkinLab. The support of my family has been instrumental in maintaining this delicate equilibrium. I am also fortunate to have a very independent child who takes a huge load off my shoulders.
What are a few things you like to do in Singapore when you’re not working?
I find solace in going for regular nature walks at MacRitchie Reservoir Park and the other nature parks. My indulgence is going for a nice relaxing massage monthly, which helps me recharge both physically and mentally. Meeting up regularly with family and close friends also adds a perfect balance to my social life outside of work.
Serene SkinLab products are available at Herbs Health TCM, Shenton Clinic, Great Wall TCM, Dr Helen Tan Clinic and online.
sereneskinlab.com | IG: @sereneskinlab
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