The name

Siorella

see-oh-REL-la. Four syllables, one idea: a brand that begins with a yes.

Si

Sì in Italian. Sí in Spanish. Yes.

It is the shortest possible way to agree with something, and it's the first sound in the name on purpose. Most beauty brands open with a claim. We wanted to open with a response.

The middle rolls — the same -or- that sits inside aurora and corridor. The ending is the one that closes Isabella and Novella. Together they make a word that's easy to say in Ahmedabad and easy to say in New York, which is where our customers are.

The tagline

Your skin said yes.

Four words, because that's all it needs. It isn't a promise about transformation and it isn't borrowed clinical language. It's what a person actually says when something works — quietly, to themselves, about a week in.

One thing we should be straight about. Siorella is a made-up word. We chose it for how it sounds, not to imply heritage we don't have. The products are formulated and manufactured in India, and we say so on every carton.

What we're building

A small brand that behaves like one.

Two people, both with day jobs. One manufacturer. Three products. We're not trying to out-launch the big Indian skincare brands this year — we're trying to get three formulations right and find the first hundred people who genuinely like them.

That shows up in a few places you'll notice. Prices are set from what the products cost to make, not from what the category charges. There's no eight-step system to buy into. And where a claim would need a number we haven't earned, we leave the number off.

The short list

What we won't say

Publishing this is partly for you and partly to keep ourselves honest later, when it would be convenient not to be.

  1. No cures, no treatments

    These are cosmetics. Pigmentation, acne and hair loss are medical conversations — have them with a dermatologist.

  2. No before-and-after photography

    Lighting does most of the work in those images, and everybody knows it.

  3. No "clinically proven" without the clinic

    Where we test, we'll tell you what was tested and by whom.

  1. No fear

    We won't tell you what your skin is doing wrong in order to sell you a bar of cleanser.

  2. No invented percentages

    Every number on our labels is the number in the formulation.

  3. No SPF figure we can't stand behind everywhere

    Solar Mist says broad spectrum UV protection — which is exactly what it does, in every market.