About SERENE｜A Brand Born from One Woman's Personal Journey
Hi, I'm Sue.
SERENE began with a personal experience that took me nine years to truly move past.
During my very first trip abroad as a university student, I contracted a yeast infection. The persistent itching throughout the journey made it impossible to enjoy. When I returned to Hong Kong, I finally worked up the courage to see a doctor alone — and discovered that my discharge had turned cottage-cheese-like. I had no idea what was happening to my body. I was too embarrassed to tell my family. I felt frightened and completely alone.
That first gynaecological examination — the cold speculum, sitting in that clinic room by myself — is something I still remember vividly. I assumed the medication would fix everything. But after a while, it came back.
Over the following years, I tried suppositories, remedies I found online, even formulating my own solutions. The pattern was always the same: get better for a while, then relapse.
The yeast infection stayed with me for nine years. I became hypervigilant about every possible trigger — avoiding sugar, avoiding spice, feeling anxious before and after my period, at the beach, in public bathrooms, or simply when my body was tired. It never fully went away. Like eczema, it became something I just lived with.
A Trip to Taiwan That Changed Everything
In 2024, I travelled to Taiwan and walked into a pharmacy to find an entire dedicated section for intimate care — cleansers, supplements, moisturising treatments, all displayed openly and without stigma.
In that moment, I realised something I had never considered before: most women in Hong Kong, including my younger self, had never been taught that the intimate area needs daily care. We learned to endure. But no one ever taught us how to properly look after ourselves.
I didn't want to wait any longer.
Starting From Scratch, On My Own
Back in Hong Kong, I began reaching out to medical-grade biotechnology manufacturers in Taiwan — visiting them one by one, learning about their formulation technologies, clinical testing processes, and quality standards. After a full year of development and repeated testing, SERENE's first product — the Intimate Essence Gel — was born. We later launched the Cranberry & D-Mannose Probiotic Powder to address urinary tract and intimate microbiome support, giving women more complete options for their daily wellness routine.
Every SERENE product is something I wish I could have had back then.
Intimate Health Should Never Be a Source of Shame
Every woman deserves to understand her own body and to feel empowered to care for her intimate health. No more suffering in silence. No more just getting through it.
SERENE is a brand that walks alongside you — and a daily ritual you deserve.
This Is Just the Beginning
SERENE is now available in Hong Kong, Taiwan, and Japan — but our goal has never been simply to sell products.
One day, I hope every woman across Asia will grow up understanding that intimate health is a natural part of self-care — as everyday as skincare or staying hydrated.
Going forward, SERENE will continue investing in evidence-based product development, expanding our range to support women across different life stages. Through education, community, and meaningful partnerships, we hope to break the silence around intimate health — so more women feel comfortable speaking up, making informed choices, and caring for themselves with confidence.
Every woman who chooses SERENE is part of that change. Thank you for your trust, and for being on this journey with us.
Wherever you are in life — may you feel a little freer, and a little more like yourself.
This is just the beginning. SERENE will always be here.
—— Sue
Founder, SERENE
💡 Our Mission
- To develop evidence-based, gentle yet effective intimate care products that every woman can access with ease and confidence
- To promote knowledge of intimate wellness and female body autonomy — normalising the conversation, especially in Hong Kong and across Asia
- To give back by donating products and volunteering to support women's organisations and communities