Serucell, a small skincare company on the Southside, is taking the world of beauty by storm.
By Carter Taylor Seaton
HQ 112 | WINTER 2021
Serucell Serum, a skincare product developed and produced right here in Huntington, has been in some high places lately. It was selected as one of the items included in the coveted 2020 Oscar nominees’ “Everyone Wins” gift bags. It was also chosen for inclusion in the 2020 Grammys swag bag of beauty products worth almost $10,000. Such music celebrities as Gwen Stefani, Billie Eilish, Ariana Grande, Shania Twain, Usher, John Legend and more carried home a sample of what the company calls its “hero serum” for its patented skin-rejuvenating properties.
It’s also garnered rave reviews from Town & Country magazine’s beauty director; was recommended for its anti-inflammatory properties in Shape magazine; and is sold at select Neiman-Marcus stores, Bergdorf Goodman in New York and Cos Bar, a specialty beauty store. It’s also sold online through the company’s website, Serucell.com, and by select online beauty retailers such as Verishop, Swan Beauty and Showfields. Locally, Huntington dermatologist Dr. Amy Vaughan and plastic surgeon Dr. Peter Ray sell it as well.
This remarkable product was born five years ago when Huntington resident Dr. Walter Neto was doing some bio-cellular research into wound and burn healing. It was during this time that he discovered KFS® cellular protein complex, which became the foundation of the product. By furthering this technology, Neto, who is the company’s co-founder and chief science officer, discovered that it could also be used to make a ground-breaking skincare product.
Dr. Tom McClellan, Serucell’s chief medical officer, explains: “Serucell works by increasing the communication between cells, specifically in the outer layer (the epidermis) and the lower layer (the dermis). While each layer has its own functions, their cells must work together to produce the proteins and compounds necessary for optimal skin health.”
Serucell’s KFS® complex supports those layers to signal and rebuild. The bond between the layers grows stronger, helping skin stay radiant and resilient. KFS® contains hundreds of skin nutrients that signal the lower layers of the skin, hydrating, nourishing and improving maximum communication. The proteins are naturally derived and provide optimal hydration, support the natural rebuilding of collagen and elastin and rejuvenate the rete ridge — an essential contributor to skin’s youthfulness.
The serum is made by hand, takes six weeks to produce and requires 147 steps to complete. McClellan says, half-jokingly, that they are a “communications company for better skin appearance.”
While it still may be Huntington’s best-kept secret, Serucell has certainly done a good job communicating the benefits of its product nationally through marketing and public relations efforts. Testimonials on Serucell’s website come from customers across the country who are both young and old alike.
“We have people in their 30s and 40s to women in their 80s,” says Jennifer Hessel, CEO of Serucell. “Surprisingly, 20% of our users are men. People need to feel good about themselves at whatever age, and part of that is looking and feeling healthier and more vibrant from the inside out.”
According to the many testimonials, Serucell accomplishes that. Huntington’s own Jennifer Wheeler, development director at the Huntington Museum of Art and Huntington City Council member, praises the product.
“As a consumer I have an appreciation for the quality of the products and the results I’ve experienced using them. It has been transformative for my skin,” says Wheeler.
Dr. Amy Vaughan echoes Wheeler’s enthusiasm. When she first got involved, her dermatology office enrolled a group of patients in a study. First, using a computerized digital photo evaluation of skin texture, pore size, wrinkles and pigmentation, Vaughan conducted “before” studies of the patients. They were then given Serucell to use twice daily as recommended — at night and in the morning under makeup and sunblock. After two, four and 12 weeks the patients were photographed again.
“It was really amazing that after using the product for two weeks people had really significant changes in their actual skin age in the texture, the elasticity and the hyperpigmentation,” explains Vaughan. “With skincare products, usually it can take six, eight or 12 weeks before you notice the changes that we saw with Serucell.”
Another benefit is that it is a full skincare regimen in a single product, replacing the need for moisturizers, wrinkle removers and collagen enhancers. Needless to say, with that kind of success, it’s one of Vaughan’s top products.
“I recommend Serucell Serum to my patients because it generates real results,” notes Dr. Peter Ray, a board-certified plastic surgeon at Marshall Plastic and Reconstructive Surgery. “I have seen patients with skin improvement in as little as 10 days. I also appreciate that the formula works on all skin types, even the most sensitive. Serucell really represents a new direction in skincare, one that focuses on regeneration and healing.”
This fall, Serucell launched a second product specifically targeting the skin around the eyes. According to Hessel, the new eye serum works on the six signs of aging in the area around the eyes.
“Overall, it promotes the health and rejuvenation of the skin around the eye area,” says Hessel. “Basically, your skin visibly gets smoother and more hydrated which obviously makes a big difference around the eyes. It also helps strengthen the delicate skin around the eyes, so overall you look rejuvenated and relaxed.”
“I’m hooked,” said celebrity makeup artist Jo Strettell. “I have been using Serucell Serum consistently for hydrated, firmer, smoother and more radiant and beautiful skin. Then I discovered the eye serum, which literally addressed all my eye creases, under-eye puffiness and corner crinkling for younger-looking eyes. I love it.”
Like the original serum, the new product is sold at all of Serucell’s retail outlets.
While Hessel says Serucell has a ton of happy supporters in Huntington, this hidden gem on the Southside has clearly taken the beauty world by storm. The founders have their roots in Huntington and are committed to supporting the community as part of their mission. Jennifer Wheeler says she appreciates that.
“In my role on City Council, I’m especially grateful for the company’s conscious effort to stay and grow in our city,” notes Wheeler.
If those swag bags are any indication, Huntington may just become the new beauty capital of America. That wouldn’t surprise Wheeler. She believes the company can be as transformative for our community as it has been for her skin.
