About Us
Our Story
Serine Care was born from a simple yet profound idea:
that true care begins at a molecular level.
In biology, Serine is an amino acid that plays a vital role in maintaining healthy skin, supporting tissue growth, and ensuring balance within the human body. Inspired by this, we built a company that does for people what Serine does for cells nourish, protect, and restore balance.
We started with Amira, a tissue brand that redefined softness and trust. As our family of products grows into personal hygiene, skincare, and home care, our purpose remains unchanged to blend science, nature, and empathy into products that make everyday life cleaner, softer, and more meaningful.
Our African Outlook
Rooted in Africa’s spirit of community, craftsmanship, and resilience, Serine Care is inspired by the continent’s natural purity and human warmth. We draw from Africa’s rich resources, its deep understanding of holistic living, and its commitment to togetherness values that have sustained generations. Our products celebrate what Africa teaches the world every day: that care is not an act of luxury, but a way of life.
From our factories to our formulations, from local partnerships to regional growth, we are committed to building an African brand with a global standard one that shares the continent’s softness, strength, and soul with every touch.
Our Culture
Like Serine itself, our company thrives on connection.
We collaborate across disciplines, markets, and cultures creating a space where scientists, designers, and dreamers work together to build care that feels human.
We believe innovation is not just in laboratories; it’s in conversations, in shared values, in the trust between a brand and its people.
At Serine Care, we’re not just creating products for the body we’re nurturing harmony for the soul.
Our Philosophy
We view care not as a product but as a principle of design.
Every decision, from ingredient sourcing to product packaging, is guided by three values:
- Integrity: Our formulations are backed by science and built with transparency.
- Empathy: We design for real people, real homes, and real needs.
- Sustainability: We respect the planet as much as the people who live on it.