Discover how Serene Lim built Gellae into a global DIY beauty brand with 400M views, seven-figure sales, and a spot on Boots' shelves—all by solving everyday problems.
AuthorSerene Lim
Coming from a non-business background and a family that faced challenges during their first decade in Australia, Serene Lim has defied the odds to bootstrap and scale two thriving ecommerce brands. As the sole founder, she led Gellae, her DIY gel nail sticker brand, to seven-figure success within its first year, amassing over 400 million organic views on social media. This rapid momentum caught the attention of Boots, which now stocks Gellae in 165 stores across the UK and Ireland. Serene is also the founder of Cup 49, a DIY bubble tea kit brand that allows tea lovers to recreate their favourite drinks at home. Both brands focus on addressing real-world frustrations with affordable, convenient solutions. When she’s not building brands, Serene is a massive foodie who loves travelling, bunnies, and all things miniature.