Psychodermatology – sounds complex? We pulled our hair too.

 

But little did we know that the global psychodermatology skincare market is poised to reach a whooping $30 Bn?

 

It’s actually fascinating to see consumer interests shift toward such niche segments. To exactly tap into this massive market opportunity, global giants like Estée Lauder, Puig, and L’Oréal are making inroads. At the same time, an Indian brand – Sereko is turning heads!

 

We discovered Sereko when Malvika Jain applied to join the founding cohort of D2CX and said she is the founder of a D2C skincare brand that’s based on the principles of psychodermatology. We went bonkers – what was this term?

 

Psychodermatology – Not A Tongue Twister, If You Understand It!

As a concept, psychodermatology has been around for decades. It’s a field of science dedicated to the connection between mind and skin.

 

Increased and continuous stress leads to ageing, dullness, dark circles, and acne.

 

How products by Sereko work

 

And, who wants these things on their faces? Well, nobody!

 

This is exactly what Sereko is solving for

 

Inception Of Sereko

Malvika’s cousin was experiencing extreme acne flare ups and severe anxiety issues. A psychologist put her on anxiety treatment and voila, her skin cleared up.

 

This is how Malvika stumbled upon psychodermatology and realised:

 

Problems that Malvika saw while launching Sereko

 

And, no D2C skincare startup in India was solving for skincare problems via the psychodermatology route.

 

The lightbulb sparked – Malvika launched Sereko in June ‘23!

 

What Is Sereko Solving? 

With Dr. Jafferany of Central Michigan University, Malvika developed NeuroCalm™ – a clinically-tested formula whose ingredients reverse the effects of mental stress on skin.

 

Taking it orally, as well as applying it topically provides lasting results. The levels of cortisol, a stress hormone that negatively affects the skin, decrease by 70% within 2 hours of application – claims the brand!

 

Better mood and amazing skin, a killer combo! Who doesn’t want this?

 

Till date, Sereko has launched around 20 SKUs including cleansers, face moisturisers, serums, toners and calming candy tablets.

 

Exemplary for a year-old brand, right?

 

 

How Is Sereko Crushing Growth Obstacles As Effectively As Clearing Acne!

Sereko’s not just clearing skin; it has chartered a path to success. It’s fascinating to see a year-old brand operating in a niche segment overcoming industry hurdles with such efficiency.

 

1. An Incredible Website Experience: When we first opened the Sereko website, we were spellbound – such clarity, transparency, and attention to detail. Right from the choice of colours to content and illustrations, it is a wonderful example of the experience that D2C websites should deliver.

 

2. Marketplaces For The Win: Sereko is clocking close to INR 20 Lakhs per month by selling on their website and marketplaces including Nykaa, Amazon, Flipkart, Purpll, Myntra, etc. Although the contribution of marketplaces is marginal compared to the website, the idea behind going omnichannel early on will surely boost sales.

 

3.Offline Playbook: To further its omnichannel play, Sereko is now planning to tap into quick commerce and physical retail spaces. Malvika is in active pursuit of offline opportunities to make Sereko available for physical buyers and broaden the brand’s customer base.

 

How Is Sereko Standing Out From Global Players?

Unlike its competitors, Sereko doesn’t take a scattershot approach. All products of the brand have a mood enhancing impact, essential for addressing critical skin issues.

 

How Sereko fares against competitors

 

 

We will, for sure, keep a keen eye on the growth trajectory of Sereko. Will you?