Malvika Jain's Psychodermatology Brand Is The Secret To 'Glowing From Within'

Malvika Jain, founder of the innovative skincare brand Sereko, won SheThePeople's Digital Women Award 2024 in the Solopreneur category. She is reportedly the first entrepreneur in India to introduce psychodermatology, a science that studies the connection between the skin and the mind. The formula of her products is clinically proven to reduce stress and increase serotonin production, she said.

Sereko offers a range of holistic skincare solutions that are divided into topical skincare products and oral skincare products (nutraceuticals). The topical skincare products range from cleansers, toners, serums, night creams, and sunscreen to body care.

Malvika Jain At Digital Women Awards

Speaking at the latest Digital Women Awards, Malvika, a lawyer-turned-solopreneur, shared more about her brand and her journey as a woman in business. She described the triumphs and challenges she faced and shared some moments in her journey that immensely influenced her.

"It is very fulfilling and inspiring to be at such an event because I am a woman solopreneur and I won this award in the exact category, which is the most meaningful feeling. I think solopreneurship is an underrated concept; People don't understand how difficult it can be especially for women. For a solopreneur, your business is like your baby and you are a single parent of that baby."

Malvika was a lawyer before she found her calling in skincare science and turned to entrepreneurship. Navigating these unchartered waters was no easy feat as she faced many biases, self-doubt, and apprehension. Many even discouraged her from following her passions solely because of her gender.

"When I was meeting with investors, one of them told me, 'You're a woman and a solopreneur. You're gonna face a challenge raising funds if you don't have a co-founder, preferably a male co-founder.' I am in the beauty industry which is actually led by women - Look at Ghazal Alagh, Vineeta Singh - but the mentality is that a brand can only scale if it has a male on board."

However, Malvika took such comments in stride, using them as fuel to prove doubters wrong. "Such comments keep me on my toes and moving forward. My brand and my work are going to speak for themselves," she said  Her bootstrapped venture has created a niche in the Indian beauty industry.

In Conversation With SheThePeople

Q: What roles do you play at Sereko, and what drives you toward this goal?

I am a strong advocate for mental health awareness. I believe that it is important to talk about mental health openly and honestly to reduce stigma and discrimination. I am also a passionate supporter of women's empowerment, believing that women should have equal opportunities to succeed in all areas of life.

I am a certified Cognitive Fitness and Therapy practitioner. Thus, I am passionate about using my knowledge of law, psychology, and skincare to help people achieve healthy skin and well-being.

Q: How did you use digital platforms and tools to build your business?

We believe technology and digital innovation are central to Sereko’s growth strategy, enabling stronger consumer connections, streamlined operations, and a competitive edge in skincare. Social media, especially Instagram, plays a vital role in engaging customers, sharing skincare tips, and showcasing product benefits. These interactions foster trust and loyalty, turning customers into brand advocates.

Data insights from e-commerce and social media allow us to tailor products and campaigns effectively, ensuring our offerings remain relevant. Influencer marketing further expands our reach, as collaborations with skincare experts introduce Sereko to new audiences authentically.

Key innovations, including enhanced website UI/UX, automated order management, and customer reward systems, have boosted engagement and streamlined shopping experiences. WhatsApp marketing automation enables seamless two-way communication, strengthening customer support. By leveraging these tools, Sereko stays ahead, delivering personalized, efficient, and customer-focused solutions.

Q: How do you envision your future with Sereko?

Mental health should be the biggest concern in the world right now. About 77% of the world’s population is stressed, and India is the stress capital of the world. The lesser-known fact about stress, anxiety, and other mental health issues is that they have a visible impact on the skin. One in three people with skin issues has an underlying psychological concern.

My vision through Sereko is to have a positive impact on this problem through product solutions as well as wellness clinics and spaces. Psychodermatology is a buzzing trend globally, revolutionising how we approach skincare by linking mental health with skin health. As awareness grows, this innovative field is gaining traction for its holistic approach to treating skin issues by addressing underlying psychological factors.

Sereko addresses the growing demand for holistic beauty by offering premium skincare solutions that combine natural ingredients with modern science. Focused on skin health and mental well-being, the brand champions the shift from “look good to feel good” to “feel good to look good.” As a category pioneer, Sereko provides innovative, stress-relief products catering to self-care needs.”

Q: Can you share the funding you started Sereko with?

We have bootstrapped to start this venture, which stands for a holistic approach to skincare that addresses both the physical and psychological aspects of skin health.

Q: What are the key challenges you faced in this journey?

As the first movers in the field of psychodermatology, we are creating a completely new category (mind-first skincare) within an existing larger category (skincare). Hence, the biggest challenge I have faced while building sereko has been creating awareness. The science of psychodermatology, while relatively popular in the West, is a new concept for Indian consumers. Education and awareness are key factors that have a direct impact on the business.

Henry Ford once said, “If I had asked people what they wanted, they would have said faster horses.” This is relevant in the context of the innovation we’re building in skincare. People want long-lasting solutions, but the existing solutions provide a band-aid approach instead of working on the root cause, which is the need of the hour.