About

The SÉRA Edit is an editorial magazine for the business behind beauty, written from India, for the reader who is done being sold to and ready to understand the industry that's been selling to them.

It was founded in April 2026 by Sarahh Oberoi, not because she likes to keep up with the industry, and not because it would look good on a CV. It started because of burnout.

She got tired. Tired of watching people follow trends blindly, with no real understanding of why those trends exist. Tired of seeing product after product function more as a marketing gimmick than an actual solution. Tired of watching people spend real money in the name of beauty without knowing what they were spending it on, or whether any of it was worth it.

So this is the magazine that tries to decode the why. Not to tell you what to buy without telling you why. Not to sell you anything we don't actually believe in. Just to make sense of an industry that has spent decades making itself deliberately hard to understand.