Local skin and body care brand championing inclusivity
Inclusivity and cultural representation are increasingly reshaping the beauty industry, challenging traditional prevailing standards that often overlooked many Africans traditions.
In this edition, Public Sector Manager magazine features Serenitii Luxury Body Care, a South African body care brand that offers an authentically African range.
The founder and Group Chief Executive, Sarinah Matema-Morgans, explained that the brand tackles common skin concerns like dryness, sensitivity and pigmentation, using indigenous ingredients such as Lipex shea butter and niacinamide to deliver effective solutions.
The brand targets women aged 25 to 50 age group.
Emphasising simplicity and premium ingredients, she added that the brand seeks to bridge the gap between premium and prestige markets, resonating with consumers who value quality and elegance.
“We are mainly a body care brand, therefore our products can be used from the neck going down,” explained the accomplished beauty and skin care maven.
Matema-Morgans shares her step-by-step body care routine using Serenitii Luxury Body Care products.
First application: 400 ml luxurious oil body wash
“Unlike the usual body wash, ours has a twist to it. We have infused natural extracts such as Moringa oil which is known for combating dryness and discomfort,” she explained.
Second application: 250 ml luxurious body + foot exfoliator
“It detoxes the skin, buffs away the build-up of dead skin cells, reveals new skin, softens and smoothens rough skin, and revives tiresome skin for a youthful appearance,” she said.
Third and fourth application: 250 ml shim- mering body oil or body serum
- Water-based body serum
“It boosts hydration, tones the skin, revives tiresome skin for a luminous appearance, helps to reduce the appearance of dark marks and blemishes, and helps to reduce the appearance of hyperpigmentation and stretch marks,” she noted.
- Oil-based body serum
“This product is for those struggling with dehydrated skin. It boasts vitamin E, mango butter and kalahari melon known for providing a luminous skin tone,” she said.
Fifth application: 250 ml shea body butter
“Our award-winning body butter is the ultimate South African secret. Deliciously scented and fast absorbing, it helps smoothen and visibly improves the appearance of skin. Suitable for all skin types,” she added.
This routine is set to leave your skin feeling nourished, rejuvenated, and glowing. The products are available at Checkers and Clicks stores nationwide.
Accolades
Serenitii Luxury Body Care and its founder, Sarinah Matema-Morgans, have garnered a range of prestigious awards and recognition for their excellence in the beauty and skincare industry. Among the standout accolades are:
- 2017: "I AM ACE" Best Emerging African Brand – Nigeria
- 2018/19: CEO Today Africa Winner – United Kingdom
- 2018/19: Al Global Excellence Award – Most Outstanding Spa & Retail Beauty Products Supplier – United Kingdom
- 2018/2019: Cherie Blair Foundation Alumni – United Kingdom
- 2019: Finance Monthly; Game Changers Award – United States of America
- 2019: Global Business Award – United States of America
- 2020: Corporate Vision Magazine – Most Influential Leader in Beauty and Cosmetics – United Kingdom
- ExpertHub: 50 Top South African Black Entrepreneurs to Watch
- Entrepreneur Magazine: recognised as one of the Top 50 African Women Entrepreneurs to Watch in South Africa.
- ExpertHub: Featured in the 50 Top SA Black Entrepreneurs to Watch.
- Corporate Vision Magazine (2020): Named Most Influential Leader in Beauty and Cosmetics.
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