Serotonin Beauty

Serotonin Beauty is a Canadian indie makeup brand founded by Iulia Scvortova, who spent years working the counters at Canada's largest beauty and pharmacy retailer and freelancing as a makeup artist before building a line of their own. Named after the brain's feel-good chemical, the brand is a deliberate counterpoint to the corrective, flaw-hiding mindset of the clean-girl era — it treats makeup as a mood and a form of play rather than a tool for fixing perceived imperfections. The idea took roughly five years to reach shelves, stalled for a stretch by disagreements with manufacturers over formulation, minimums and performance before Scvortova found the right partner.

The brand debuted in 2026 in the lip category with the dual-ended Dual Mood Lip Pencil and the Lucid Lip Gloss, positioned at accessible-prestige prices. The Dual Mood Lip Pencil comes in five two-ended variations spanning ten shades and can be worn as a precise liner or swept across the whole lip like a lipstick, leaning into the emotion-led, maximalist resurgence in makeup. Lips are only the starting point: Serotonin's stated ambition is to grow into a full color-cosmetics line built around self-expression.