This Is What Sifali’s Building - From the Inside.

This Is What Sifali’s Building - From the Inside.

By Jaya Aziz

After chatting with many of you — in the studio, over DMs, or in passing — it’s clear there’s real interest in hearing more about what’s going on behind the scenes. From seasonal product recommendations, to what we’re launching next at Sifali (have you seen the Sen moisturiser? we launch in July… eek!), to general creative brain dumps — this newsletter is my way of sharing that.

Especially now, since my role has shifted into leading as COO — exciting? Definitely. A bit overwhelming? Also yes.

I’ve fully stepped into the role and have been working around the clock to keep everything flowing — product, treatments, content, planning, team growth. It’s been intense, a little messy at times, but genuinely energising.

Right now, the focus is building a rhythm. Figuring out what needs my attention most. Strengthening the foundations — from how we manage the team day-to-day to how we actually bring new ideas to life. It’s not always glamorous, but it’s honest work — and it’s pushing the brand forward in the right way.

If you’ve also got a million tabs open lately, my go-to background soundtrack is our Clarity playlist and don't forget to breathe!