Indie beauty brand Sireni is branching out with more anti-aging skincare solutions for the new year. Created by influencer Chloe Morello and digital content manager/attorney Ashley Villa, the clean beauty collection is adding eye patches to its portfolio.
 
The brand debuted in Spring 2022 with Overnight Overhaul, a nighttime mask treatment to improve the skin’s appearance while sleeping. Eye Shields joined the lineup in Winter 2022. Products are sold online.
 
Hero product Overnight Overhaul’s formula is fueled by bakuchiol, often used as a retinol alternative due to its anti-aging properties. This ingredient is also used for solving hyperpigmentation, soothing skin and brightening the appearance of the face. Another key component of Overnight Overhaul is dihydroxyacetone (DHA), which is said to lightly even skin imperfections, reduce the appearance of redness and restore skin vibrancy. Additionally, rose geranium oil balances skin and shea butter provides moisture and has anti-inflammatory benefits.  
 
Sireni is also sustainable. Its products are packaged in fully recyclable bottles with airless pumps; its ingredients are cruelty-free, gluten-free, vegan and ethically produced. The company is part of 1% for the Planet program; 1% of Overnight Overhaul sales go toward the goal of planting one million trees by 2023.

Overnight Overhaul Clinical Trial

In a clinical trial featuring 32 subjects across all skin types (ages between 25-70) conducted by Princeton Consumer Research Corporation, after a single use of Sireni’s hero product, Overnight Overhaul, 94% said their skin was hydrated and 94% noticed a healthy glow. After just one week, 90% said the product revitalized and renewed the skin, and 100% noticed increased skin hydration, said the company. 
 
“Overnight Overhaul is a revolutionary hybrid mask that delivers dual results—clinical anti-aging with radiance and glow,” said Villa. “This skincare mask replaces your beauty routine. Today’s woman of the world multi-tasks at every turn and needs her beauty products to do the same.  Launching this collection was an opportunity for us to propel that philosophy forward.”
 

Sireni’s Roots in Social Media

Since posting her first YouTube makeup tutorial in 2012, Chloe Morello has become an industry trailblazer with millions of followers across Instagram, YouTube, Facebook, TikTok and Twitter. Known for her quirky sense of humor and practical advice, Morello is also the co-owner of Face Halo, a reusable makeup remover cloth company.
 
“Sireni is about embracing your own beauty and the transformative power the right products can have on women of all ages,” said Morello. “We are so excited to share all of our upcoming beauty essentials with our community. I want everyone to experience the way Sireni can enhance their skin, so they can wake up feeling their most beautiful selves.”
 
Both of the founders are based in Los Angeles and share more than just a city—they both believe in the advantages of clean beauty.
 
According to Morello, “I had just moved to the US from Australia in 2019 and was looking to work with a new team that I felt connected to. Ashley is someone I trust: as a friend, manager and business partner. I love that Ashley is just as passionate as I am about the beauty world, not only the space but how it relates to self-care —and most importantly, empowering women. This is the spark that started Sireni.”
 
She continued, “We dreamed of a formula that would work while you sleep, nourishing and beautifying your skin to reveal makeup-like results in the morning. Given how saturated the beauty market is today, we are committed to producing truly innovative products that do double duty, work when you rest and help you feel beautiful from the inside out.”
 
According to Villa, “We had both noticed a gap in the market for hybrid products that simplified the beauty routine while indulging in self-care … we launched Sireni with Overnight Overhaul, the first of many products made for the modern woman who cares about clean, clinical and conscious beauty. These are essentials reimagined and made with the planet in mind.”
 

New Sustainable Eye Masks from Sireni

Sireni's Eye Shields are now available from this rising beauty brand. The Eye Shields are made from silicone, cosmetic grade and reusable.
 
Designed to enhance the absorption and efficacy of under-eye products, consumers can apply the product of choice to the shields and leave them on for 10 minutes and then rinse with water and gentle soap.
 
According to the company, the signature 100% recyclable Sireni compact case with a mirror included is designed to elegantly and safely store the shields. Sireni plans on releasing complementary skincare products.
 
Future items from Sireni include the Eye Renaissance Kit, consisting of an eye serum, under-eye shields and compact case; a lip mask with nude tints, collagen plus plumping; and a face mist.