We will only say
what we can prove.
The sustainability page you are reading is not a vision statement. Every claim on this page is something SÉRÈNE does today — or a specific, dated commitment to doing it by a named year. Nothing more.
Honest about where
we are. Clear about
where we're going.
The luxury industry has a greenwashing problem. Brands with marginal sustainability improvements dress their communications in the language of carbon neutrality, regenerative supply chains, and circular economies — aspirational visions presented as present-day facts.
SÉRÈNE will not do this. What follows is a precise, honest account of what we currently do, what we do not yet do, and what we are committed to achieving — with dates attached.
Formulation Ethics
Most SÉRÈNE formulas are vegan. Products containing marine caviar extract are not vegan but are cruelty-free. Zero animal testing across all formulas and suppliers.
Responsible Sourcing
Every ingredient supplier is contractually required to confirm zero animal-derived testing and sustainable harvest practices before entering our supply chain.
A Published Roadmap
We are committed to specific packaging and manufacturing targets through 2027. They are named, dated, and published here — alongside what we have already delivered.
What we put in —
and what we never will.
Our formulation ethics are not marketing language. They are binding constraints that every SÉRÈNE product must satisfy before it receives a formula approval number. No exceptions have been granted since the brand was founded.
Vegan & Cruelty-Free Where Possible
The majority of our range is certified vegan. Two formulas — the Élixir Gold & Caviar Serum and Élixir Gold & Caviar Cream — contain sustainably sourced marine caviar extract and are therefore not vegan. All other products are fully vegan. No ingredient of animal origin beyond this is present in any formula.
Zero Animal Testing
No SÉRÈNE product, formula, or raw ingredient has been tested on animals at any stage of development. This commitment extends to our supplier network — we require written confirmation of zero animal-derived testing from every ingredient supplier before they enter our supply chain.
What we don't yet claim
Our outer packaging currently uses a mix of virgin and recycled materials. We are not yet FSC-certified, and our glass bottles are not made from recycled glass. We do not currently make any claims about carbon neutrality or emissions offsetting across our operations or supply chain.
These are the next targets on our roadmap. We believe in stating them as future commitments, not present achievements. You will find them below with specific target dates attached.
Where our ingredients
come from matters.
Swiss biotechnology imposes strict standards on ingredient provenance — not only because Swiss regulation demands it, but because the integrity of our actives depends on verified sourcing conditions. Here is how our supply chain works today.
Alpine Sourcing
Rare botanical actives are harvested from certified Swiss alpine regions under strict seasonal protocols that protect plant populations and avoid over-extraction.
Switzerland · EU RegulatedSwiss Lab Processing
All actives are processed, fermented, and validated in our partner Swiss pharmaceutical-grade laboratories. Full batch traceability is maintained for every active ingredient.
GMP Certified · ISO 22716International Fulfilment
Orders are fulfilled and dispatched internationally from our fulfilment centre. Consolidating fulfilment reduces unnecessary intercontinental shipping of individual parcels.
US DistributedGlobal Delivery
Orders are dispatched from our UAE fulfilment centre to all global destinations. We are currently evaluating shipping partners and programmes as part of our 2027 carbon audit scope.
US · Global ShippingNamed targets.
Fixed dates.
No vague language.
Every item below is a commitment SÉRÈNE has made formally — meaning it is built into our operational planning and supplier contracts. These are not aspirations. They are deliverables with accountability attached.
100% Cruelty-Free — All Formulas
Every SÉRÈNE product has been cruelty-free since the brand's founding. Most formulas are also vegan. Two products — the Élixir Gold & Caviar Serum and Cream — contain sustainably sourced marine caviar extract and are not vegan, but remain cruelty-free. This is a permanent constraint, not a target.
Transition to Recycled Outer Packaging
Our outer cartonboard packaging is transitioning to a minimum 80% post-consumer recycled content by end of 2025. Currently at 45% PCR content as of Q1 2025. Supplier contracts for fully recycled cartonboard have been signed.
FSC Certification Across All Paper & Cartonboard
Full Forest Stewardship Council certification is applied to all paper and cartonboard used in outer packaging, inserts, and shipping materials.
Refill Programme for Primary Glass Packaging
A direct-to-consumer refill scheme for our serum and cream glass vessels — enabling customers to return empties for sanitisation and refilling at a reduced price. Piloting with the Élixir Gold & Caviar Serum first. Programme launch confirmed for Q3 2026.
Full Supply Chain Carbon Audit
A comprehensive Scope 1, 2, and 3 carbon audit across our entire supply chain — from alpine ingredient sourcing through to last-mile delivery. The output of this audit will determine what carbon reduction or offset commitments we can credibly make. We will not make those commitments before we have this data.
What we say
we do and
what we don't.
We have deliberately not claimed things that many competitors in the luxury space claim routinely — because we cannot independently verify them to the standard we hold ourselves to.
We believe this matters. When sustainability language becomes interchangeable between brands who mean it and brands who do not, the language loses all meaning. SÉRÈNE is choosing to be precise, even when imprecision would make our communications more impressive.
We claim: cruelty-free — all products
Zero animal testing across every formula, every supplier, since 2019. Third-party verified.
We claim: vegan (most products)
All products except the Élixir Gold & Caviar Serum and Cream are fully vegan. Those two contain sustainably sourced marine caviar extract.
We do not claim: carbon neutral
We make no carbon offsetting or neutrality claims. Our 2027 supply chain audit will be the basis for any future commitment.
We do not claim: sustainable packaging
Our packaging is improving. It is not yet where we want it to be. The roadmap above is our commitment to that.
We do not claim: offset shipping
We do not currently operate a verified carbon offset programme for our shipments. This is in scope for our 2027 audit.
Hold us to
these commitments.
If you believe we have fallen short of anything stated on this page, or have questions about our sustainability practices, we want to hear from you directly.