When Serene Lim founded Gellae, she wasn’t just launching another beauty brand—she was setting out to solve every-day problems. With Gellae’s gel nail stickers, Serene has transformed the at-home beauty market, achieving seven-figure success in just one year and amassing over 400 million organic video views on TikTok. It’s no wonder global retailer Boots has picked up Gellae, stocking it in 165 stores across the UK and Ireland.
Serene’s entrepreneurial journey began after university lecturers told her she was unlikely to get a job in Australia. Instead of giving up, Serene channelled her creativity into building businesses that resonate with everyday people. Her brands—Gellae and Cup 49, her DIY bubble tea kit business—hinge on relatability, solving real problems and saving customers money.
In this episode of Add to Cart, Serene shares how she scaled not one, but two thriving brands, Gellae, as well as Cup 49, her DIY bubble tea kit business. From her meticulous content strategies to her focus on relatability and calculated risk-taking, Serene’s entrepreneurial journey is full of valuable insights for anyone looking to grow a business.
Test, Learn and Systemise
Serene’s viral success on TikTok and other platforms didn’t happen by chance. It’s the result of ongoing testing and refinement, and a deep dive into what resonates with her audience.
“You’ll never know. You only have theories about what might work. You have to test.”
Every piece of content starts with a theory about what might work, but Serene knows that’s just the beginning.Her first viral hit, a video showing her applying Gellae nails on a plane, sparked an unexpected wave of attention.
People on Facebook were ruthless. They thought I was putting on nail polish, and they were like, ‘I would hate to sit next to someone who’s doing their nails on a plane.’ But our nails are stickers, so they don’t smell.
What could have been a backlash turned into a brilliant marketing moment, as the controversy piqued viewers’ curiosity about the product and drove them to learn more. The controversy drove engagement, sparking curiosity about her product.
Serene has since built a process to replicate this success. Rather than rely on one-off successes, Serene has built a data-driven system to consistently create high-performing content. This data-driven approach has helped her craft a content strategy that consistently drives brand awareness and website traffic.
“We look at everything—what’s the length of the video? What’s the audience retention rate? What’s the hook?”
The Power of Relatability
At the heart of Gellae’s and Cup 49’s success is Serene’s ability to address everyday frustrations. For example, Cup 49 provides an affordable way for bubble tea lovers to make their favourite drinks at home.
“I solve problems I’ve experienced myself…It’s about convenience and cost—bubble tea at a café is $8 or $9, but you can make it at home whenever you want for a fraction of the price.”
Similarly, Gellae was born out of a common pain point: the hassle and cost of maintaining salon-quality nails.
A lot of our customers are people who’ve struggled with nail biting for years. They’ve never seen their nails grow past their fingertips. Our gel nail stickers create a hardened layer of gel, so you can’t bite through them. It’s been life-changing for so many people.
Her content strategy is built around this relatability. By staying customer-focused, Serene has built a community that not only buys her products but advocates for them.
“We always start our videos with a pain point…It could be nail biting or the frustration of waiting for polish to dry. If people can see themselves in the problem, they’re more likely to engage with the solution.”
Low-Risk, High-Impact Growth
Even as Gellae expanded into international retail, Serene stayed committed to managing risk and maintaining control. “We were very lucky to be cash-flow positive,” she explained, which gave her the ability to bootstrap the business without needing loans or external investment.
When Boots approached her with an opportunity to stock Gellae in 165 stores, it was both exciting and daunting. But being in a position for growth, Serene jumped at the chance, but without throwing caution to the wind.
“The first manufacturing order was three times what we usually order. So, there’s obviously risk in that as well, right? It’s a whole bunch of money being pumped in, and you’ll only see the money months and months later.”
Her confidence came from careful planning and ensuring the business could absorb the upfront costs.Serene’s philosophy is simple but powerful.
“Growth doesn’t have to mean wild risks. It’s about taking calculated steps forward.”
By balancing ambition with careful planning, she turned a massive opportunity into a sustainable success, proving that strategic, low-risk growth can deliver high-impact results.
Sustainable Growth Through Strategy
Serene Lim’s story is a blueprint for thoughtful, sustainable growth. By solving everyday problems with relatable, affordable solutions and focusing on calculated risks, she’s built two thriving brands. From testing content strategies to expanding into global retail, Serene proves that creativity paired with smart planning can drive long-term success. Her journey is a powerful reminder to stay customer-focused, test relentlessly and grow strategically.
