MAM
Sereko celebrates one year of revolutionising skincare with a mind-first approach
Mumbai: Sereko, a psychodermatology brand, marks a significant milestone as it completes a year of its commitment to addressing the effect of mental stress on the skin. Founded by lawyer turned entrepreneur, Malvika Jain, Sereko was established with a vision to intertwine the realms of psychology and dermatology.
Pioneering the concept of psychodermatology in India, Sereko aims to bring about a shift in the wellness industry by addressing underlying mental distress and treating the root of the problem by reducing stress and anxiety. The brand before launching had spent 2 years in R&D to create their Patent-Pending Psychodermatology formula NeuroCalm®, under the guidance of Dr. Jafferany – a world-renowned Scientist and the man behind the Science. It is clinically proven to reduce stress and increase Serotonin production. Sereko addresses the root cause of skin problems and focuses on creating lasting solutions that cure both the symptoms as well as the cause by exploring the skin-mind connection.
To make the birthday celebrations bigger, Sereko in collaboration with Tape A Tale, hosted an enchanting evening, this weekend – ‘Love, Laugh, Glow’. The event featured a brilliant lineup of artists including comedy performances by Shashi Dhiman and Badal Sharma and storytelling and poetry performances by Kopal Khanna and Vanika Sangtani. Attendees were treated to an unforgettable evening filled with laughter and entertainment, emphasizing Sereko’s mission to foster holistic beauty & wellness. Sereko’s new campaign aims to destigmatize conversations surrounding mental health and depression while highlighting the transformative power of its products in enhancing mental well-being and addressing skin issues stemming from psychological distress.
Talking about the 1st birthday, Malvika Jain founder reflected on Sereko’s journey, stating, “Our first year has been a remarkable journey of learning and growth. From ushering in the idea of psychodermatology in the country to seeing its impact firsthand on our consumers, our journey has been incredibly fulfilling. As we look ahead, we remain committed to solving recurring skin issues by targeting the root cause through our Mind-First Approach to Skincare. To mark this occasion, we celebrated our birthday to first construct an open-minded community where there can be engaging dialogues and conversations around mental health & depression.”
Additionally, the brand has been expanding extensively with new launches, the latest product offering being the 24H Hydration Sunscreen, an ultralight creme gel formula that provides prolonged sun protection, while keeping your skin hydrated and plump. With 10 SKUs, Sereko has an exciting year planned with various new launches and community-building programs.
Sereko aims to revolutionise the skincare industry with a mind-first, holistic skincare approach to healthy skin, considering the connection between the mind and skin health, and promoting overall well-being. By integrating psychology and dermatology, Sereko empowers individuals to cultivate a positive relationship with their skin, fostering confidence and well-being from within.
Brands
Estée Lauder to shed 10,000 jobs as new boss bets on digital shift
The cosmetics giant raises its profit outlook but stays silent on a possible merger with Spain’s Puig, as job cuts deepen and a three-year sales slump weighs on the turnaround
NEW YORK: Stéphane de La Faverie is not done cutting. Estée Lauder announced on Friday that it plans to eliminate as many as 3,000 additional jobs, taking its total redundancy programme to as many as 10,000 roles, up from a previous target of 7,000 announced a year ago. The company, which owns La Mer, The Ordinary, Tom Ford, and Aveda, employs roughly 57,000 people worldwide. The mathematics of what is now being contemplated is stark.
The fresh round of cuts is expected to generate a further $200 million in savings, bringing the total annual savings from the programme to as much as $1.2 billion before taxes. That money, De La Faverie has made clear, will be ploughed back into the turnaround.
A CEO in a hurry
De La Faverie, who took the helm in January 2025, inherited a company that had endured three consecutive years of annual sales declines. His response has been to move fast and cut deep. A significant portion of the latest redundancies reflects his push to reduce headcount at US department stores, long a cornerstone of Estée Lauder’s distribution model but now a channel in structural decline. In their place, he is accelerating the shift toward faster-growing online platforms, including Amazon.com and TikTok Shop, a pivot that is reshaping not just where Estée Lauder sells but how it thinks about its customers.
The numbers are moving in the right direction
Despite the pain, there are signs the medicine is working. Estée Lauder raised its profit outlook for the remainder of the fiscal year, guiding for adjusted earnings per share in the range of $2.35 to $2.45, above analyst estimates and a notable step up from the $2.05 to $2.25 range it had guided for in February. Organic net sales growth is expected to come in at 3 per cent, the company said, at the high end of the range it set out in February.
The share price tells a mixed story. After De La Faverie took charge, the stock surged nearly 60 per cent, buoyed by investor optimism that a longtime company insider could finally arrest the decline. But 2026 has been rougher: the shares have fallen 27 per cent this year, weighed down by disappointing February results and the overhang of unresolved merger talks with Spanish beauty giant Puig Brands SA. The company gave no additional details about those discussions on Friday, leaving the market to guess.
Silence on Puig
The proposed tie-up with Puig remains the most consequential unknown hanging over Estée Lauder. A deal with the Barcelona-based group, which owns brands including Carolina Herrera and Rabanne, would reshape the global luxury beauty landscape. But with nothing new to say and a turnaround still very much in progress, De La Faverie is asking investors to trust the process.
Three years of sales declines, 10,000 job cuts, and a merger that may or may not happen. At Estée Lauder, the overhaul has barely started.
