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Indie Inc

Cutting Through the Noise with Serotonin Beauty 

Founder Iulia Scvortova says her new brand is designed for positive self-reflection.

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By: Lianna Albrizio

Associate Editor, Happi

Iulia Scvortova applies her initial product launch, Dual Mood lip pencil.

With endless scrolls of mesmerizing makeup tutorials flooding feeds and consciousness, beauty lovers are exposed to a conglomerate of information on products that can achieve larger pouts, a more defined cheekbone or the perfect pop of color on the lashes. 

With the constant pressure to look Instagram-perfect and overconsumption of videos on social, some consumers are unwittingly falling into the trap of drawing comparisons. It can have a negative toll on their self-image. 

To help restore self-love among self-conscious beauty consumers, one budding entrepreneur has created Serotonin Beauty.  Her idea: divert attention away from the damaging emotional effects of phones and instead shift consumer attention toward emotion-led, feel-good makeup and the evolution of minimalism into a personal, expressive routine.

“Sometimes we spend too much time [on our phones] and not enough exploring the world and real life and just be with ourselves,” Serotonin Beauty Founder Iulia Scvortova told Happi. “Sometimes, I’m guilty of doing the same.”

Scvortova said has been obsessed with makeup and beauty since childhood. 

Scvortova is planning on expanding Serotonin Beauty in 2026.

“Growing up, I would always watch my mother do her makeup. I remember this one lipstick she had: L’Oréal Paris’ Deeply Brown color,” she said.

Before launching Serotonin Beauty, Scvortova worked in beauty boutiques in her native Canada, including its largest beauty and pharmacy retailer, Drugmart. She also was a freelance makeup artist. 

With her brand, Scvortova wants to impart the “happy hormone” she gets from self-expression to others. 

Serotonin Beauty wants to change the makeup conversation and the industry—and the indie brand is starting with the mouth. It recently debuted three SKUs: a lip gloss formulated in Italy with castor, almond and sunflower seed oils; a German-made lip pencil; and a sharpener. 

“Our philosophy really encourages people to not be afraid to step out of their comfort zone without having to follow specific rules or perfections or ideal outcomes—or be defined by a label.” 

Scvortova has her sights on building out a full makeup line, with additional product launches slated for later this year.

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