Interview with Henna Jooma - Founder of House of Serums

This week we caught up with Henna Jooma, the Founder of House of Serums, to find out the inspiration behind the brand, misconceptions and more.

What inspired you to start House of Serums, and how did the idea first come to life?

House of Serums was born from a need for simplicity in a space that often feels overwhelming. After years of navigating conflicting advice, overcomplicated routines, and products that promised much but delivered little – many containing harsh ingredients that actually worsened my own skin issues. I wanted to create skincare that does more with less and a brand rooted in clarity and purpose. 

I chose to focus exclusively on serums because they are a powerful way to deliver active ingredients deeply into the skin, making a real difference without the need for extra steps. The idea first came to life when I found myself frustrated by how confusing and wasteful many skincare routines can be. I wanted products that were effective, thoughtfully designed, and purposeful. From the start, every decision at House of Serums – from our carefully selected ingredients to the protective violet glass packaging – has been intentional and focused on delivering real benefits without unnecessary extras.

What's the most common misconception people have about serums – or skincare in general?

That more is more. We’ve been conditioned to believe that 10-step routines are necessary, but you don’t need a shelf full of products to see results. You need a few potent, well-formulated essentials that truly work for your skin. 

Another common misconception is around active ingredients – especially how they’re delivered. Serums are more effective than creams because their lightweight texture and smaller molecular structure allow ingredients to penetrate deeper into the skin, rather than just sitting on the surface. But form alone isn’t enough – stability matters too.

Many actives break down before they reach your skin, which is why we use encapsulated retinol: it stays potent for longer, delivers results more effectively, and is gentler on the skin. We also package our formulas in violet glass to protect them from light and preserve their efficacy. And when it comes to oils, we choose unrefined versions for their higher nutrient content, which makes them significantly more beneficial to the skin than refined oils.

What is your bestseller? 

We launched with one hero product – our No.1 Retinol + CoQ10 Serum – which has quickly built a loyal customer base. It’s designed to brighten dull, tired skin, accelerate skin turnover, and improve the appearance of fine lines and wrinkles, all while being gentle enough for regular use.

Starting with a single product was an intentional choice – we wanted to set the tone for what House of Serums stands for: quality over quantity, thoughtful formulation over trend-led drops. That same philosophy is guiding the new targeted formulas we’re currently developing.

What’s one lesson you’ve learned about yourself through running your own business?

That progress matters more than perfection. It’s easy to get caught up in refining every detail before moving forward, but that mindset can hold you back. I’ve learned to keep momentum, even when things aren’t flawless – and that shift has helped me move faster, stay focused, and build with more confidence.

What’s your morning ritual like?

I start by making the bed – a small habit that helps set the tone for the rest of the day. I always get ready before breakfast, even on quieter mornings, and I keep my skincare routine simple but consistent. A good serum, SPF, and a few minutes to myself go a long way.

What would your ideal day in London be like? 

I’d start with lunch with my family at Ceru in South Kensington – their Levantine food is full of flavour and perfect for a relaxed meal. We’d then head to the V&A for an exhibition, one of my favourite places in the city to feel inspired. After that, we’d take a long, unhurried walk through Hyde Park – ideally on a crisp autumn day, with a karak tea from Carpo in hand and plenty of time to talk and take it all in. London’s at its best when there’s no rush.

For more information on House of Serums, click here.

Photography courtesy of House of Serums