We launched SEN and the room was full.
10.04.26
7 mins
Hi guys,
I just realised it’s been exactly a month since we last spoke and we launched SEN.
The weeks leading up to it were full on. We were filling boxes, checking labels, sorting every little detail. On the night, I thought I’d arrive a bit early and have a moment to breathe.
But when I pulled up — ten minutes after doors opened — the room was already packed.
Luna, who coordinated our night, had texted me, “It’s getting busy.”
I replied, “Busy like?”
She said, “Busy busy.”
I got to the door and honestly… I wanted to cry.
Not from stress — but because I finally felt proud. After five years of building this from the ground up, the room was already full before I even stepped inside. No chasing, no convincing. Just good people, already there.
What most people didn’t see was how many hands helped bring it together. It took a team of over twelve people. My parents helping pack orders. Me waking up at 6am before meetings to finish boxes. Luna on the phones and handling everything in between. AZ editing the campaign from our Airbnb while we were at a friend’s wedding. Aish, Mills and Tanz pushing to get SEN into the right rooms, speaking about it like they’d been using it for years. Amelia leading our first-ever focus groups. Every part of it mattered.
Later that night, AZ hosted a live Q&A. We talked through how SEN was made, how makeup and skincare are linked, whats next for Sifali and what it means to keep going when no one else can see the vision but you.
