My wife Stephanie and I noticed something very natural: two of our girls, aged 5 and 9, wanted to copy their mom. Her routine. Her rituals. Her skincare.
What wasn't natural? Using grown-up skincare on young, sensitive skin.
That's where the spark started. As a creative, I spend my days building brands. Combined with a mother's care, her instinct to protect, and a strong sense for marketing, this problem suddenly became deeply personal. So we decided to build the solution ourselves: a skincare brand made with safe, natural ingredients and designed specifically for young skin. We called it minima.
The hardest part? Everything. Finding a certified supplier we could truly trust. Developing formulas we would use on our own children. Packaging, positioning and visual identity. A feasibility study, marketing plans, and daily routines rather than single products. It took months of late nights, doubts and learning curves, and a lot of faith.
By God's will, we made it. Minima launched with five products: a foam cleanser, a face mist, a face mask, a moisturizer and a face scrub. Together they make a daily ritual that every girl from the age of five can safely use and grow up with. Today, minima is officially a registered trademark.
Then something we never expected happened. The name started to spread, from moms to daughters, and all the way to classrooms. What we feel is pride, gratitude and a real sense of responsibility.
This is only the beginning. Our goal is to make minima a ritual for every girl in Lebanon and, one day, an international brand born from a very real family moment.
A special thank you to our childhood friend and partner, Christel Faycal, who believed in the vision and joined us on this long journey.
Georges & Stephanie Serhan
Founders of minima
From home, to brand. From love, to minima.