Show Notes: In this episode of the Beyond Beauty podcast, host interviews Serena Advani, founder of Seadrop, a skincare brand that innovates with tablet-form cleansers. Serena discusses her journey from a consumer passionate about beauty to creating a sustainable, waterless skincare product inspired by traditional Indian skincare practices. With a background in cognitive neuroscience and experience in beauty diligence and global brand strategy, Serena aims to address sustainability and product quality issues in the beauty industry. The episode delves into the challenges of starting a brand, the decision-making behind product development, and the importance of heritage in Serena's entrepreneurial path. About Serena: Serena Advani is the founder of Seadrop, the brand reinventing skincare as tablets instead of liquids. Her debut product is a first-of-its-kind, crushable, “just-add-water” skincare tablet that activates into a hydrating facial cleanser upon use with the tap water you already have at home. While traditional liquid cleanser is ~90% water and stored in single-use plastic, Seadrop's waterless cleanser comes in zero-waste, refillable packaging for skincare that’s cleaner for both the planet and your skin. Serena holds degrees in cognitive neuroscience and operations (with a focus on neuromarketing) from Penn, along with an MBA from Wharton (where she served as a President of the Wharton Beauty Club). She previously worked on beauty due diligences at McKinsey and in global brand strategy at Estee Lauder Companies (Bobbi Brown), and she has recently been named a 2023 Most Influential ESG Leader by Women’s Wear Daily. To connect with her, visit: seadropskincare.com Timestamps: Introducing Serena Advani (00:00:54) Serena Advani's background, her brand Seadrop, and its innovative skincare tablet product are discussed. Serena's journey into the beauty industry (00:02:08) Serena shares her personal journey into the beauty industry, transitioning from consulting to beauty diligence and Estée Lauder. The birth of Seadrop (00:04:14) Serena discusses the inspiration behind Seadrop, the concept of waterless skincare, and the decision to start her own brand. Launching the first product (00:07:19) Serena explains the decision-making process behind launching the first product, focusing on consumer preferences and sustainable packaging. Unexpected connections (00:13:25) Serena's connection to her namesake, a beauty salon in Mumbai, and the intertwining paths within the beauty industry. Mentorship and entrepreneurship (00:15:12) Serena discusses the importance of mentorship, customer feedback, and the scrappy mindset in entrepreneurship. Valuable advice (00:18:36) Serena shares the advice she values, emphasizing the importance of addressing small tasks promptly and trusting one's instincts. The energy of advice (00:18:48) Discussion on the abundance of advice for entrepreneurs and the importance of discerning which advice to follow. Neuromarketing and its role (00:19:37) Exploration of the intersection of neuroscience and marketing, and its impact on marketing strategy and consumer behavior. Mindfulness in skincare (00:20:40) The incorporation of mindfulness and sensorial experiences in skincare products, influenced by the speaker's background in neuroscience and meditation. Travel-friendly skincare (00:23:55) The convenience and practicality of waterless skincare tablets for travel, addressing liquid restrictions and maintaining skincare routines while traveling. Marketing strategies (00:26:12) Approaches to reaching consumers, including influencer partnerships, collaborations, and plans for future paid advertising. Mission-driven entrepreneurship (00:28:46) The speaker's passion for the mission of waterless skincare and sustainability, driving her entrepreneurial journey and decision-making.

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