Our latest #BeautyBoss is Nancy Duitch, Founder & CEO of SeraLabs—a collection of innovative and high-quality skincare and wellness products that use science-backed, proprietary formulations to deliver real results. Award-winning actress Nicole Kidman is a big fan of the brand and is also SeraLabs’ first Strategic Business Partner and Global Brand Ambassador.

Duitch, who has always made health and wellness a priority in her life, started the company in 2018 with the goal of revolutionizing the health, wellness, and beauty sectors through innovation and technology, incorporating proprietary formulations. SeraLabs has several different product lines including Sera Relief,, which feature wellness products formulated with 100% organically grown hemp; Seratopical Revolution skincare and Anti-Aging products; as well as Nutri-Strips, which are an effective alternative to traditional supplements.

With 30 years of experience in the health and wellness industry, Duitch has founded and built multiple businesses, generating over $3 billion in revenue. She is also the CEO of Avenir Wellness, a broad platform technology company that combines science-backed formulations with patented, cutting-edge delivery systems that result in consumer products with greater efficacy and efficiency.

We chatted with Duitch, who shared the inspiration behind the brand, secrets for success, wellness tips, and much more.

When was SeraLabs founded and what does the name mean?

July 2018. Sera means “princess” or “dear” in Ancient Hebrew and we wanted all women to feel that way.

What inspired the creation of the brand?

The marketing team at Sera has been involved in successfully branding and developing a number of beauty lines in the past, but wanted to create a line that was plant based with advanced delivery technology based on delivering the ingredients to the deeper dermal layers of the skin. Our P3P and now DNA complex delivery systems are groundbreaking and make a difference in giving everyone amazing results.

Does SeraLabs have a hero product?

Our DNA Complex which has just launched is based on being the first skin science breakthrough that delivers age-defying ingredients using deep nano actives to instantly reduce wrinkles and under eye bags.

What are your favorite products from the brand?

Of course I love the DNA Complex, but other favorites are the Harmony Toner with witch hazel, Radiant Face & Neck Serum which is divine, and the Gleaming Brightener which helps to diminish the dark spots and uneven skin tone.

Where are your products sold?

You can purchase our products on our website, at Amazon and certain Walmart stores.

Future plans for the brand?

We will continue to use scientific advancements with our formulators and technical team using natural/plant based ingredients to create cutting-edge hero products that deliver real results. It took us years to finally release the DNA Complex. We had over 100 iterations until we were satisfied with the product. Most instant wrinkle removers leave a white film on the skin and we would not release this product until we didn’t see the white film (or pilling) on our test group's skin, which includes a diverse group of people.

Who inspires you?

Great question. I would have to say our Global Brand Ambassador Nicole Kidman inspires me. She is smart, focused and incredibly honest. As one of the world's hardest working actors, Nicole is a master at juggling her work load and family. A true master at getting the most out of life.

Secret to success?

Stay focused on the end goal at all times and always, always be ready to pivot and evolve if the goals are not being met. Make decisions that are in the best interest of the company and surround yourself with a smart collaborative team that can execute the company’s vision.

Beauty secrets?

Drink at least eight glasses of water/day, get a good six to eight hours of sleep at night, and use skincare products that penetrate the skin so you are hydrating from the inside out.

Wellness tips? 

Take time for yourself. Get a massage and/or a facial when you are feeling low and you will feel like a million dollars. Take 30 minutes a day to relax and clear your mind. Exercise at least three times a week (even if it is a walk or just stretching) and eat healthy.

Best advice?

Surround yourself with positive people. If you are working like a fiend and don’t take time to appreciate your life it can bring you down so get rid of anyone bringing you down and laugh every day or find something to smile about.

How do you like to relax?

I love my monthly facials and my bi-monthly massages, and walking my dog Jack every morning before my days starts which helps me to relax. I also spend time with my 8-month-old grandson Cooper whose discovery of life gives me the ultimate high in life. When you surround yourself with unconditional love you can’t help but feel happy and relaxed.

For more information, visit SeraLabs’ website and follow on Instagram: @theseralabs

[Images courtesy of SeraLabs]

Kamala Kirk is a University of Southern California graduate and has been an editor/writer for more than a decade. She has written for E! Online, Total Beauty, TravelAge West, Malibu Times Magazine, and many more. She resides in Los Angeles and is a proud pug mom. Follow her on Instagram: @kamalakirk