In 2016, I began researching how to optimize the skincare experience. I interviewed users, surveyed over 2,600 beauty lovers, and dove deep into the science. I had a rare vantage point: Biochemist, Medical Aesthetician, skincare obsessive, and business strategist. And through that lens, one idea became clear: Skincare should be honest. Inclusive. Science-backed. Created for us all.
In 2019, that idea became a name: SERUMIZE. A name rooted in care and precision. A name I poured my soul into. A name you came to know and love.
By 2020, our formulas were in your hands. And then—just as we were recovering from the pandemic— A globally recognized beauty giant launched a product with a name eerily close to ours.
We were told:
“Let it go.”
“Rebrand now, before it’s too late.”
“They’ll never take a small brand seriously.”
Even our first legal team—despite being paid well—treated us like an afterthought.
Our second, a small femme-led firm, fought with heart but folded under pressure.
But what they didn’t know is this:
SERUMIZE isn’t just a brand. It’s people. It’s purpose. It’s you.
It’s every consultation we gave. Every product we hand-packed. Every voice that said, “This helped my skin.”
So, we fought back.
With grit. With community. With late nights and self-taught legal moves.
We poured tens of thousands into legal costs we didn’t plan for.
And for two long years, we held our breath.
And now…
We won.
We officially own the trademark to SERUMIZE.
No one can take it from us. It’s more than a piece of paper.
It’s proof that small doesn’t mean powerless.
That independent, Black-led, women-led brands belong in this space.
That we deserve to take up space—and stay here.
And while we fought for the name, we never stopped building.
💛 We launched 3 new products.
💛 We connected face-to-face at pop-ups in Toronto, Montreal & beyond.
💛 We gave away thousands of free samples.
💛 We created skin transformations and real relationships.
Now, more than ever—we're ready to grow.
With your support.
With your trust.
With your skin in mind.
If you’ve ever loved SERUMIZE, now is the time to show it.
Shop with us. Tell a friend. Leave a review.
Because this isn’t just skincare. This is a story of resilience. Of reclaiming our place.
Thank you for being part of it.
With so much gratitude,
Elizabeth
Founder & CEO, SERUMIZE
