Where it all began

The LNY by Serene Story: Where It All Began

It all began in 2013, when Serene, our founder embarked on a transformative journey to in Seoul, South Korea. There, she was deeply inspired by the country’s advanced aesthetic technology and elevated beauty standards.

Motivated to bring that experience home, Serene returned to Singapore with a clear mission: to introduce the innovation and excellence of K-beauty to her community.

In 2014, she partnered with the esteemed Ms. Lee Na Young, launching K-beauty training programs and offering exclusive semi-permanent makeup services—quickly gaining the trust of a growing clientele.

The response was overwhelming. By 2016, Serene opened her first outlet, followed by a second location in 2017, and the launch of a dedicated Training Centre in 2018—all fueled by the loyalty and support of her clients.

In 2021, Serene introduced K/SS – Korean Luminous Skin Series (K1–K6), a skincare line designed to bring the radiant glow of Korean beauty to everyday routines. Building on this success, she expanded into inner beauty in 2023/24 with the development of Glow Active Pro30, and introduced the K/SS Bespoke Cocktail Serum and K8–K12 skincare line.

That same year, LNY by Serene became the exclusive Singapore distributor for Permatology by Lee Beauty, a leading Korean skincare brand known for its innovative, results-driven formulations.

Today, the LNY by Serene story continues to evolve.
Serene remains deeply committed to delivering transformative skincare and inner wellness solutions—powered by innovation, guided by expertise, and inspired by a vision of beauty without borders.