Sireni Launches Overnight Overhaul

·4 min read

LOS ANGELES, May 23, 2022--(BUSINESS WIRE)--Sireni, a new class of beauty where skincare meets makeup, is launching their first product, Overnight Overhaul, a nighttime mask treatment to completely overhaul your skin’s appearance while you sleep. Overnight Overhaul will be available on May 19, 2022 at http://sirenibeauty.com/ only.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20220523005071/en/

Global beauty influencer, Chloe Morello, and co-founder Ashley Villa, lawyer and manager to top-tier digital content creators and YouTube stars in the beauty space, are the powerhouses behind Sireni. (Photo: Business Wire)

This revolutionary new category of skincare makeup is made with the planet in mind: clean, clinical, innovative products that simplify your beauty routine. These are science-backed formulas delivered in fully recyclable bottles with airless pumps; dermatologist approved, cruelty-free, gluten-free, vegan, and ethically produced.

Global beauty influencer, Chloe Morello, and co-founder Ashley Villa, lawyer and manager to top-tier digital content creators and YouTube stars in the beauty space, are the powerhouses behind Sireni. From a shared passion for empowering women, they are reinventing skincare essentials that nourish and beautify, do double duty, and produce high-impact results.

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, approachable tips, and practical advice, Ms. Morello has become one of the most influential beauty vloggers in the world. Today, she is a coveted collaborator for the world’s most celebrated brands and the co-owner of Face Halo, an effective, non-toxic, environmentally friendly, and cost-efficient makeup remover.

Ashley Villa built her career at a defining moment in the digital zeitgeist when content creators and YouTube stars grew into powerful brands and voices that would transform the entertainment and media landscape. In 2014, she founded Rare Global, a management company for industry-leading creators and creative artist talent in digital media, fashion, beauty, lifestyle, and entertainment. Through a singular vision for a women-focused and women-run management company, Ms. Villa brings competitive brand strategy and first class management experience to Rare’s diverse and in-demand client roster.

Sireni’s inaugural product Overnight Overhaul is a never-before-seen formula that combines clinically proven ingredients with dramatic results: Bakuchiol, often used as a retinol alternative because of its anti-aging properties, is also used for solving hyperpigmentation, soothing skin, and brightening the appearance of skin; Dihydroxyacetone (DHA) lightly evens skin imperfections, reduces the appearance of redness, and restores skin vibrancy.

Effective levels of Bakuchiol and DHA work overnight to turn back time, moisturize, and even out your skin. Additionally, Rose Geranium Oil balances and soothes skin, contains antioxidants that reduce signs of aging and Shea Butter provides moisture and has anti-inflammatory benefits. These elements wrap you up in luxurious hydration and reveal dewy morning skin with an even, luminescent finish.

The fully recyclable bottle includes an airless recyclable pump that extends the shelf life of Overnight Overhaul, without impacting the quality of its contents. Additionally, it offers greater hygiene and allows for cleaner dispensing.

"Overnight Overhaul is a revolutionary hybrid mask that delivers dual results: clinical anti-aging with radiance and glow," beams Ms. 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," Ms. Villa continues.

In a clinical trial featuring 32 subjects across all skin types (ages between 25-70) conducted by the renowned Princeton Consumer Research Corporation: after a single use of 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.

Overnight Overhaul ($60) is the first of several Sireni products coming to market in 2022 and 2023. 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 with patented Sireni Nectar.

For this launch, Sireni will also release limited edition merchandise that include the Muse Market Bag, a French market tote with pocket ($19), the Muse Clip, an opal-inspired claw clip with embossed Sireni logo ($22), and matching Muse Comb ($16).

"Sireni is about embracing your own beauty and the transformative power the right products can have on women of all ages," adds Ms. Morello. We are so excited to share Overnight Overhaul and all 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."

Sireni is proud to be a part of 1% for the Planet. 1% of Overnight Overhaul sales go toward the goal of planting 1 million trees by 2023.

The future of skincare is makeup from within. To learn more about Sireni visit sirenibeauty.com.

View source version on businesswire.com: https://www.businesswire.com/news/home/20220523005071/en/

Contacts

Michelle Steinberg
michelle@thedefiant.com

Karen Kuczwaj
karen@thedefiant.com

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