Behind the Scenes of Our Most Personal Campaign Yet.
25.06.25
7 mins
Fifth product. Five years in.
We invited ten people from the Sifali community to join us — some of our oldest clients, friends, and family. People who’ve helped shape the brand in different ways. We asked them what Sifali means to them.
I probably had a few hours' sleep the night before — nerves. This project has been building in my head for so long, I think I’m just trying to cross the finish line in one piece.
Honestly, this one nearly finished me. The R&D alone was heavy. We created a custom cast for a custom key. The formula uses some of the most expensive ingredients we’ve ever worked with. The packaging has layers — tubes, boxes, print finishes. Everything adds up.
Then, just as we were nearing the end, the formula packaging arrived damaged. We lost 80% of our formula — enough for hundreds of bottles.
We had two options: pause the launch or pivot. So we pivoted — hard. Reworked our packaging, fast-tracked production, and salvaged what we could. The team pulled through. It’s not perfect, but it’s real — and it’s ready.
What I didn’t expect was how emotional the shoot would feel. There was this silver thread running through the day — from the interview, and the answers we heard. Over and over: care, trust, honesty, consistency.
People spoke about Sifali with no fluff. They said they use it because they trust it. Because their mum uses it. Because it works. Because it feels good.
For the first time, I had the space to pause and actually see it all land. And feel it. Like — we really made something people come back to. Something that matters.
Sen launches on July 21st. Built to support your skin, season to season.
speak soon,
J
Fifth product. Five years in.
We invited ten people from the Sifali community to join us — some of our oldest clients, friends, and family. People who’ve helped shape the brand in different ways. We asked them what Sifali means to them.
I probably had a few hours' sleep the night before — nerves. This project has been building in my head for so long, I think I’m just trying to cross the finish line in one piece.
Honestly, this one nearly finished me. The R&D alone was heavy. We created a custom cast for a custom key. The formula uses some of the most expensive ingredients we’ve ever worked with. The packaging has layers — tubes, boxes, print finishes. Everything adds up.
Then, just as we were nearing the end, the formula packaging arrived damaged. We lost 80% of our formula — enough for hundreds of bottles.
We had two options: pause the launch or pivot. So we pivoted — hard. Reworked our packaging, fast-tracked production, and salvaged what we could. The team pulled through. It’s not perfect, but it’s real — and it’s ready.
What I didn’t expect was how emotional the shoot would feel. There was this silver thread running through the day — from the interview, and the answers we heard. Over and over: care, trust, honesty, consistency.
People spoke about Sifali with no fluff. They said they use it because they trust it. Because their mum uses it. Because it works. Because it feels good.
For the first time, I had the space to pause and actually see it all land. And feel it. Like — we really made something people come back to. Something that matters.
