Sustainable Fashion · Los Angeles, California · March 2026

Founded in 2012 by celebrity esthetician Jenette Serrins, Jenette All Natural Skin Care is a Los Angeles-based botanical skincare line built on a simple principle: what goes on your skin should be as clean as what goes in your body. Every product is formulated by Serrins herself, handcrafted in small batches, and poured, boxed, and labelled
by hand in the brand’s LA laboratory. It is skincare made the slow way, on purpose.

From Treatment Room to Product Line

Serrins has spent more than 25 years working as an esthetician in Los Angeles, treating clients at her skincare boutique, Being in LA. Over two decades of hands-on work gave her an encyclopedic knowledge of how skin responds to different ingredients, and a growing frustration with what was available on the market. Too many products relied on synthetic fillers, artificial fragrances, and chemical preservatives that did more harm than good.

Rather than keep recommending products she did not fully trust, she started making her own. Jenette Skin Care launched as an extension of her treatment practice, rooted in the same philosophy she applied in her facial room: plant-based ingredients, chosen for what they actually do at a cellular level, not for how cheaply they can be sourced. Her client list, which includes names like Emma Watson, Rachel McAdams, and Ruth Connell, became early adopters of the line. The brand has since been featured in Vogue, Forbes, CNN, People, and the Hollywood Reporter.

Small-Batch, Glass-First, No Shortcuts

The entire Jenette Skin Care range, from cleansers and toners to serums and moisturizers, is produced in small batches at the brand’s in-house lab. Serrins formulates every product personally, drawing on both Eastern and Western botanical traditions. The ingredient list reads like a herbalist’s notebook: therapeutic-grade plant extracts selected for efficacy first, with nothing added to bulk out the formula or extend shelf life artificially.

The products contain no sulfates, parabens, PEGs, glycols, synthetic fragrances, gluten, soy, or nut derivatives. Every bottle is glass, never plastic. It is a deliberate choice that adds cost and complexity to production but keeps the brand’s environmental footprint in check. Glass is infinitely recyclable, does not leach chemicals into the
product, and keeps formulations stable without the need for extra preservatives.

The company is also an official Leaping Bunny certified brand, meaning its products and ingredients are verified cruelty-free at every stage of production. For Serrins, this is not a marketing badge. It reflects a belief that clean beauty means clean across the board: clean ingredients, clean packaging, and clean ethics.

Sustainability as a Starting Point

Where many skincare brands treat sustainability as an add-on or a marketing angle, Jenette Skin Care treats it as the foundation. Serrins has written openly about the difference, describing sustainability as “not a nicety, an afterthought, or just more
marketing greenwashing” but the backbone of what the brand does.

In practice, that commitment shows up in several ways. The company sources ingredients ethically, working with suppliers who prioritise biodiversity and responsible harvesting. Production is kept small and local, reducing transport emissions and cutting waste. Packaging is minimal and recyclable, with detailed guidance on the brand’s website showing customers exactly how to recycle each component of their order.

The brand has also partnered with Green Spark, a platform that ties environmental action to every purchase. And beyond operations, Jenette Skin Care directs a portion of its revenue to a roster of environmental and social organisations: Cool Earth, which works with indigenous communities to protect rainforest; Sea Save Foundation, focused on ocean conservation; Friends of the Earth; and Charity Water, which funds clean water programmes in 27 countries. Closer to. home, the company donates to local schools in Los Angeles, believing that environmental education starts early.

Beauty That Looks Further Ahead

Serrins still sees clients at Being in LA, still formulates every product herself, and still insists on glass bottles and hand-poured production. In a beauty industry that moves fast and scales hard, Jenette Skin Care has chosen to stay small, stay local, and stay true to the values it started with.

For Serrins, the connection between healthy skin and a healthy planet is not abstract. The plant-based ingredients her products depend on come from soil and ecosystems that need protecting. If those systems break down, so does the quality of everything that comes from them. It is a practical argument for sustainability, made by someone who has spent a career working with natural ingredients and watching what happens when they are sourced and used with care.

To learn more about Jenette Skin Care, visit jenetteskincare.com or follow them on Instagram, Facebook, and TikTok.