Why I Wrote a Brand Ethics Policy for Serene Haircare
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Hey gorgeous,
For years, I have worked inside the beauty industry. Iv spent most of my career in high-end salons and working for global brands, the glossy marketing machines that told people what to buy. I learned so much from that world, but I also saw how easily care can get lost inside a system built on image and repetition.
I watched how marketing could drown out meaning, and how “process” sometimes mattered more than people. And somewhere along the way, I promised myself: if I ever created my own products, they would be made from truth, not tactics.
That promise became Serene Haircare.
And this is an insight for you to see the why behind what ive created, I didnt want to just add to the noize, i wanted to quietly spread a new message, the ease of beauty, the idea that there is beauty in healing, healing your ideas about what beauty is and also literally healing you hair from whatever toxic cocktail its been put through over the years.
1. Truth Over Tactics
Every bottle we make, every word we write, has to pass one simple test: is it true?
We never exaggerate. We never scare you into buying something. And we’ll never tell you there’s one “secret” to perfect hair, because your hair, like you, is beautifully individual.
Before-and-after photos include full context (timeline, routine, hair type). There are no filters that pretend to be results.
2. Transparency in Ingredients
Your scalp and skin deserve clarity, not chemical guesswork.
All Serene Haircare products are vegan, cruelty-free, Australian-made, and free from parabens and sulfates.
We explain every ingredient in plain English, what it does, why it’s there, and where it comes from.
We don’t hide behind “proprietary blends” or trendy buzzwords; we keep learning, evolving, and simplifying wherever we can.
3. Honest Marketing & Storytelling
I believe influence can be beautiful when it’s used with integrity.
We only work with creators who genuinely use our products, and we clearly disclose when content is gifted or paid.
Our content doesn’t rely on false urgency or “miracle” claims. I always ask myself:
Would I say this to a client sitting in my chair?
If not, it doesn’t get published.
4. Conscious Commerce
Scarcity can be real but it should never be used as a trick.
When we say “limited edition,” it means just that: handmade batches, seasonal scents, or responsibly sourced materials.
Our pricing reflects craftsmanship, safety, and sustainability, not inflated margins or celebrity hype.
5. Human-Centred Customer Care
Behind every email is a real person, sometimes its me.
We read, reply, and listen with care. If something doesn’t suit you, we’ll make it right with honesty and respect.
Feedback is sacred here; it helps us grow stronger and more conscious as a brand.
🌏 6. Sustainability & Circular Beauty
We’re here to leave beauty behind, not waste.
We use recyclable or biodegradable packaging where possible and design each product to last.
We launch slowly and intentionally — only when something adds meaning to your ritual, never to fill a marketing calendar.
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Serene Haircare is still growing, and so am I. We’ll never get everything perfect but we’ll stay awake, honest, and open about how we’re trying.
If you ever see something we could do better, or if you’ve found a brand that inspires you, I’d love to hear about it in the comments.
Integrity grows through conversation.
With gratitude,
Serena Marie
Founder
Serene Haircare | Serena Hair