In the latest edition of our Female Founders series on the Yogipod Journal I chat to Serina from self care brand The Dead Sea Co.
One of the absolute pleasures of running Yogipod is meeting others who also run small businesses. It’s always inspiring to hear their stories, particularly when so many of those I find myself in community with are female founders. In this series I’m going to introduce you to their businesses and most importantly the founders themselves.
Selina is the co founder of The Dead Sea Co which is a skincare brand that promotes skincare beyond the day to day routine.
It is about embracing the selfcare element of skincare and the mindful properties of diving into things that make us feel better. All this alongside drawing inspiration from the age-old spa therapies of the Dead Sea and the purifying practices of the hammam
The Dead Sea Co creates skincare, shower steamers and home scents inspired by the ancient spa rituals of the Dead Sea, what inspired you to start creating these and start your business?
Growing up between England and Jordan, I spent countless hours at the Dead Sea—a renowned wellness hotspot known for its therapeutic minerals and ancient spa rituals. To me, the Dead Sea was nothing short of magical. The rich minerals in the water didn’t just leave my skin glowing; they also provided a deep sense of peace and mindfulness. Those visits were my personal sanctuary, where I could unwind and rejuvenate both body and soul.
After becoming a mum, I found myself juggling work and motherhood, leaving me with very limited time for self-care. The stress of balancing these responsibilities began to take a toll, and I started noticing some frustrating skin changes and rosacea flare-ups. I realised that these issues were linked to the stress and lack of time I had for myself.
Determined to find a natural Dead Sea mud mask to soothe my skin, I was really disappointed by what was available. Most products on the market were packed with harsh chemicals and irritants that didn’t feel right for my sensitive skin, falling short of the pure, nourishing experience I had always associated with the Dead Sea.
This experience highlighted how crucial self-care is, even when life gets busy. I realised that those small moments of taking care of my skin were not just a luxury but essential for my overall well-being. That’s when my siblings and I decided to take matters into our own hands. We wanted to create something pure and effective, something that truly embodied the natural therapeutic benefits of Dead Sea mud. Our goal was to develop a mask that not only addressed my skin concerns but also encouraged others to view their skincare routine as a form of self-care.
What began as a personal mission to address my own skin issues quickly grew into The Dead Sea Co.. Now, we’re passionate about bringing those cherished spa rituals into everyday skincare routines, helping others experience the same peace and glowing skin that made my visits to the Dead Sea so special. By encouraging people to use their skincare routine as a form of self-care, we aim to transform these routines into meaningful self-care rituals that nurture both the skin and the mind.
What do you think the best thing is about having your own business and running The Dead Sea Co?
Honestly, the best part of running The Dead Sea Co. is having the freedom to follow my passion for holistic skincare. Being able to shape every aspect of the business means our products truly reflect our heritage and the connection between skin health and mental well-being that I deeply believe in.
It’s incredibly rewarding to create products that help people take a moment for themselves, turning everyday routines into meaningful self-care rituals. I love building a community around shared values like authenticity, purity, and sustainability. When customers tell me that our mask has not only improved their skin but also given them a bit of calm in their hectic lives, it really reinforces why we do this.
Having the creative freedom to explore new ideas keeps me inspired every day. Whether it’s developing new formulations or finding eco-friendly packaging solutions, being able to pursue ideas that align with my vision is so fulfilling. Seeing our products become a cherished part of people’s self-care routines reminds me why I started this journey and motivates me to keep blending tradition with modern skincare to nurture both skin and soul.
Conversely what do you find the most challenging?
One of the biggest challenges for me has been transitioning into entrepreneurship after leaving my career in sustainability. I decided to follow my passion and start The Dead Sea Co., with the goal of integrating sustainability into every aspect of the business. However, I didn’t quite anticipate how difficult being an entrepreneur can be. Diving into the beauty industry from a completely different field was a significant shift. Building a network, learning the ins and outs of a new industry, and wearing many hats all at once has been both exciting and overwhelming.
Balancing work and family life is another major challenge. While I have the flexibility to set my own hours, being a small business owner is often all-consuming. Juggling the demands of running a business with looking after my children can be really tough. The lines between work and personal life blur easily, and finding that balance is a constant effort. Sometimes I miss the structure and support of my previous career, but I’m also grateful for the opportunity to pursue something I’m truly passionate about. Despite the challenges, I’m learning and growing every day.
What does the process of developing and making your products look like?
When we set out to create our mask, we were all about purity and getting back to basics. We wanted to include only ingredients that served a real purpose and genuinely nourished the skin—no fluff or fillers. With this in mind, we approached a fantastic Dead Sea skincare formulator who helped us come up with the perfect formula. Our amazing female manufacturer then took on the challenge, producing sample after sample. It took almost 18 months to get the formula just right, but we were committed to making it the best it could be.
During that time, we also focused on sourcing eco-friendly packaging and ensuring our production process was as sustainable as possible. We guarantee chemical-free sterilisation and avoid harsh preservatives, artificial fragrances, and unnecessary additives. Our gentle preservative system is suitable for natural and organic skincare, so our products are not only effective but also kind to your skin and the environment.
It was definitely a labour of love, but seeing the end result—a mask that truly embodies the natural therapeutic benefits of Dead Sea mud—made it all worthwhile. We’re proud to offer a product that aligns with our values of purity and sustainability, and we’re excited to share it with others who appreciate the simple, powerful benefits of natural skincare.
You work with minerals from the Dead Sea in your masks, why are these so special and what benefits do they bring?
The minerals from the Dead Sea are incredibly special due to their unique composition and high concentrations. The Dead Sea is ten times saltier than regular sea water and contains 21 natural minerals, 12 of which are completely unique to this remarkable place. What’s truly fascinating is that the mineral concentrations in the Dead Sea are up to 80 times higher than in other seas. This means it’s packed with skin-nourishing minerals like calcium, magnesium, potassium, and bromide.
For thousands of years, the silt on the shores of the Dead Sea has absorbed these naturally occurring salts and minerals, transforming it into mineral-rich Dead Sea mud. There’s nowhere else in the world where you can find this exact blend of minerals. This mud is the core ingredient in our masks, and it’s what makes them so effective.
The skin benefits are numerous:
- Anti-Aging: The high concentration of minerals helps fight against aging skin, reducing fine lines and smoothing the skin’s overall texture and appearance.
- Hydration and Nourishment: Minerals like magnesium and potassium help maintain moisture levels, keeping the skin hydrated and supple.
- Detoxification: The unique blend of minerals aids in drawing out impurities and toxins from the skin, leaving it cleansed and refreshed.
- Skin Healing: Minerals such as zinc and sulphur have natural healing properties that can help with skin conditions like acne and eczema.
Creating a community around a small business is, I think, one of the privileges of running one. What five words would you use to describe what you would like your business to bring to the community around it?
Purity: Reflects our dedication to natural, effective ingredients and formulations. We believe in keeping our products pure, avoiding unnecessary additives and harsh chemicals to provide genuine care for your skin.
Timelessness: Emphasises the enduring quality and tradition of the ancient Hammam spa rituals that inspire our products.
Nourishment: Represents the care and benefits our products provide to both skin and soul. We aim to nourish holistically, promoting health and wellness from the inside out.
Mindfulness: Highlights our focus on transforming skincare routines into meaningful self-care rituals. We encourage taking moments for oneself, fostering a deeper connection between mind and body.
Connection: We strive to build meaningful relationships, bringing people together through shared values and genuine interactions.
I know we aren’t supposed to have favourites but what is your favourite product you’ve ever created and why?
Even though it’s hard to pick, our Mineral Mask is definitely my favourite—it’s our hero product and holds a special place in my heart. Our Mineral Mask is where it all began.
What makes it special to me is not just its effectiveness but how it truly captures the therapeutic benefits of Dead Sea mud. Every time I use it, I’m transported back to that wellness hotspot, reliving the calming and rejuvenating moments by the Dead Sea. Knowing that others can experience that same sense of peace and see real results in their skin makes it all the more meaningful.
What does a typical day look like for you?
My days are definitely a juggling act between being a mum and running The Dead Sea Co. I usually wake up early to get my two boys ready for school. Mornings can be a bit chaotic—making breakfast, searching for that missing shoe, and trying to get everyone out the door on time. After dropping them off, I come back home and try to squeeze in a quick workout, even if it’s just some yoga. It helps me clear my head and get energised for the day ahead.
Then it’s straight into work mode. Since I handle pretty much everything myself, no two days are the same. One minute I’m managing our social media accounts, replying to comments and sharing updates; the next, I’m fulfilling orders, updating the website, or brainstorming new product ideas. Logistics, customer service, marketing—you name it, I’m probably doing it. It can be overwhelming at times, but I genuinely love the variety and the hands-on aspect of building my business from the ground up.
In the afternoon, I switch back to mum mode and pick up the kids from school. We catch up about their day, and I start dinner prep. Evenings are filled with the usual routine of baths, bedtime stories, and lots of cuddles. Once they’re finally asleep, I often find myself back at my laptop, catching up on emails or planning for the next day.
It’s a busy life, and there are moments when I feel stretched thin. But I feel incredibly grateful to be able to pursue something I’m passionate about while being there for my family.
When running a brand in the self care sector it can be assumed that as founders we have everything sorted, when it can often be the total opposite. What do you do to look after yourself or what would you like to do more of?
I definitely don’t have everything sorted! I always try to look at things as a work in progress. Balancing the demands of running The Dead Sea Co. and being a mum keeps me incredibly busy, and it’s easy for my own well-being to take a back seat.
To look after myself, I try to weave small moments of mindfulness into my day. Twice a week, I set aside time to use our Mineral Mask as part of my self-care routine. Before applying the mask, I like to take a warm shower to open up my pores. I often use one of our hammam shower steamers—the aromatherapy adds a little touch of luxury and helps me unwind. Taking the time to apply the face mask mindfully allows me to slow down and focus on myself, even if it’s just for ten minutes. For me, it’s not just about skincare; it’s about carving out a peaceful moment amidst the chaos.
What really helps me recharge is getting my workouts in. I try to prioritise exercise, and I absolutely love my yoga days. Yoga feels like something just for me—it helps me centre myself and reconnect with my body and mind.
I’d like to do more of these intentional self-care practices. It’s a work in progress, but I’m learning that taking care of myself isn’t a luxury—it’s essential. When I prioritise my own well-being, I find that I’m more present and effective both at home and in my business.
I think it’s important to acknowledge that self-care doesn’t have to be elaborate or time-consuming. Even small, mindful actions can make a big difference. I’m reminding myself that it’s okay not to have everything perfectly balanced and that making time for myself ultimately benefits everyone around me.
What does the future hold for The Dead Sea Co?
I’m really excited about what the future holds for The Dead Sea Co. Our main goal is to become the go-to Dead Sea skincare brand, sharing the incredible benefits of the Dead Sea’s minerals with as many people as possible. We’re planning to expand our product range, developing new skincare and self-care products that align with our philosophy of purity, nourishment, and mindfulness.
We’re also looking to increase our presence both online and in physical retail spaces. After the positive response from our recent pop-up shops, we’re eager to find more opportunities to connect with customers face-to-face. Building genuine connections and creating experiences that allow people to engage with our brand is really important to us.
Ultimately, we hope our products continue to help people find moments of peace in their busy lives, transforming everyday routines into meaningful rituals that nurture both the skin and the mind. It’s a journey, and we’re excited to see where it takes us.
