5 min read
It’s Deeper Than Skin ®
It’s Deeper Than Skin ® is a compilation of interviews featuring diverse multicultural individuals each carrying unique aspirations and desires yet bound by a common passion to create a more joyful, diverse and inclusive space for us all. They inspire, empower and help transform the way we think and feel about beauty, culture, ancient traditions, diversity, mental health, societal standards and more. Through these multifaceted lenses, we learn to celebrate our uniqueness and are reminded once again that our beauty is deeper than skin.
In celebration of the Lunar New Year, we had the privilege of sitting down with Serene Seah-Ma, a skincare visionary and the CEO of Freia Aesthetics - an award-winning clinispa founded in Singapore that has since expanded to Malaysia. In this exclusive interview, we explore her inspiring journey, uncover how cultural traditions have deeply influenced her approach to beauty, and dive into the skincare rituals she swears by to welcome the Lunar New Year with radiant and balanced skin.
Hi Serene, it’s lovely to talk to you. Could you start by telling us a little bit about yourself and your background?
Where do I start? I was born into a family of professionals (doctors, lawyers, bankers, accountants) and never thought I would be an entrepreneur. I spent a solid 10 years specializing in tax and another 8 years at investment banks (Goldman Sachs and Deutsche Bank) and was happy swimming in the corporate world. As life turns out, it was my husband, Harold, who persuaded me to have a better “work life balance” (I believed him :)) and help him out in his aesthetics practice - Freia Medical. The plan was for me to helm an “annex” to the medical aesthetics services, offering to provide medi-facials - and Freia Aesthetics was born.
Fast forward 9 years, and the Freia Group has grown steadily from our humble staff strength of 5 to 45 in both Singapore and Malaysia. I’m glad to say that after nearly a decade of taking on the role of CEO of Freia, I’m still passionate about all things related to skin health. Freia Aesthetics has also become known for curating the best facials and home to many niche beauty brands. We have our amazing community to thank for enabling us to soar to these heights. On a personal front, our family has also grown - from 2 to 4. Juggling motherhood and work is far from easy, but it’s also taught me much resilience and tenacity, and to never give up :)
Growing up, in what ways did culture and traditions influence your passion for skincare?
My maternal grandmother was blessed with skin that is the envy of many. Perhaps one of the most memorable products she used was this pearl powder with a Chinese porcelain-looking lady on the cover. It must have cost her just a few dollars tops, but she would use that to beautify herself… religiously; all the way ‘till she was in her 90’s.
I don’t use that powder but I learn from my granny the power of adherence - to not give the excuse of fatigue or not having time for myself. Rain or shine, tired or not, my granny of 8 kids, 25 grandchildren and more great grandchildren would cleanse, moisturise and her version of beauty was skin that was clear and glowing. And so, the seeds of this innate passion of mine were sown.
Are there any traditional beauty secrets or remedies passed down through your family or culture that you still use today?
In Chinese traditional medicine, we always focus on the concept of balance. Many memories of me growing up were being taught what foods or fruits were “heaty” or “cooling” for our bodies, and how that direct impact on our internal wellbeing has on our skin. After all, whatever skin conditions surface is simply a manifestation of an internal imbalance. Age-old tales of balancing the foods or fruit I eat are what I still adopt today. Achieving that yin and yang balance in one’s skin health is what sets great skin apart from good skin.
Could you share how you celebrate Lunar New Year, and any particular fond memories or traditions that you look forward to each year?
As cliche as it may seem, reunion dinners are what I look forward to every year. A time where the family gets together for a meal and fellowship; where parents put forth their best culinary skills to whip up dishes like abalone, fish, crabs, scallops, lobster and basically, the “best” delicacies; for the family to enjoy. The best memories I had as a child were such cherished dinners - at my grandparents’ place. Another tradition is a visit to the flower market on CNY Eve - this is when the best deals for the year’s kumquat or lime trees (adorned with red ribbons signifying prosperity, good fortune, health) take place - allowing you to enjoy substantial discounts as you bring home your new CNY trees :)
Do you have any go-to beauty rituals you follow specifically for preparing for the Lunar New Year?
For sure :) I believe having great skin precedes any fine jewellery or clothing for CNY. Our face is what people see right away so always aim to get a facial treatment a few days or the day before the festivities start. It’s so good when oil seeds, congested bumps, clogged pores get cleaned up, removed and decongested. Nothing like the clarity and suppleness of clear, balanced skin to greet the new year! This year, I got to enjoy our Needle-less Rejuran facial which involves a solid manual extraction, facial massage, mask - the works :)
At home, prep your skin well with a good exfoliating product like Ursolic Retinol Overnight Reform and mask daily (my must-haves are the Heritage Mask and our Bio Cellulose Soothing Mask).
With 2025 being the Year of the Wood Snake, does this hold any significance for you, or does it inspire any developments for Freia Aesthetics in the new year?
Apparently the Wood Snake Year 2025 is a breakthrough year for us Rabbits (which is me :)). It’s a year where our hard work is creating a strong foundation for future success, bringing financial stability and wise spending choices. In an uncertain economic environment like ours, we will stay focused on improving efficiency and being innovative. We have plans to expand locally and overseas and feel confident that the Wood Snake year will pave the way for that :)
With all the festivities and travel, what’s your advice for managing skin health during the hectic Lunar New Year period?
First and foremost, enjoy yourself; live a little; let your hair down a bit :) While we may not be able to eradicate every symptom, we can do a lot to manage them. Whether it is a mahjong game well into the night, or popping that extra pineapple tart or bak kuah (a sweet barbecued pork jerky) or consuming too many mandarin oranges (which in themselves are considered a “heaty” fruit), these festive habits can cause breakouts.
Manage zits with products that reduce inflammation, balance, and soothe the skin. Must-haves for me are Beauty Drops 3 and Complexion Clarifying Accelerator. Antibacterial properties also work wonderfully to curtail that budding zit. Mask daily especially during this busy period - choose a skin state appropriate mask to target skin concerns (eg: lackluster, dullness, acne etc). Exfoliate daily for the smoothest and healthiest skin, but choose the right mask for addressing skin concerns that arise.
Beyond skincare, are there any personal wellness rituals that you swear by?
You can’t feel good without moving. For me, this means doing a barre or ballet class 2-3 times a week; walking my dog, or just moving your body. It’s so important to do that - to keep sane and balanced.
What’s one word you’re taking with you into 2025?
Gratefulness - for an amazing team both at work and at home, and for every breath I take. We forget how transient our life can be, so cherish every moment.
And some rapid fire questions:
What is on your current playlist?
Soothing Music - because I’ve had a crazy few weeks :)
What are you currently watching on Netflix?
Squid Game 2 #dontjudge :)
Finish the sentence: I feel beautiful when…
my mind and body are one; perfectly balanced.
