Serena Wyllie Makeup

🤍 and a moment for in 💌

Beauty notes
Skin
instant glow priming serum
illusion foundation

Eyes
eyes to mesmerise- oyster pearl
instant lift tubing mascara

Lip & cheek
rosewood blush
rosewood lip glow

When I started , I knew I wanted to build it differently. Not rushed. Not just to have more products.
But slowly… with intention behind every single one.

A few weeks ago, I launched my second product.
A tubing mascara that took 2 years to bring to life. I worked with a lab in Italy to build the formula from scratch and I was behind every little detail along the way.

So many rounds of refining, adjusting, starting all over again…
getting close. And refining until it was absolutely perfect.
And now it’s out in the world… seeing your messages, your results, and hearing how it makes you feel has been everything I hoped it would be.

Building a brand from the ground up has pushed me in ways I didn’t expect, but it’s also taught me so much. Hearing all your feedback and seeing your support has made it ALL worth it.

Thank you for every DM, order, share, and kind word — it all means the world. But mostly, thank you for being here. There’s so much more to come for the brand this year 👀

❤️ Serena

After two years, countless samples, and building this formula from scratch with a lab in Italy… she’s finally here!! 🤎🖤

Instant Lift Tubing Mascara

After years of dreaming of the perfect chocolate brown mascara I could never quite find, I knew it had to be next for

The brief was simple (not really) — tubing, smudge-free, easy to remove… but still give lift, length and volume.
A few non-negotiables.

COCOA 🤎 — the shade I couldn’t stop thinking about. The undertone, the richness, the way it makes the eyes look… I went back and forth until it felt exactly right.

And of course, she needed a sister.
BLACK 🖤 — a classic. Deep, glossy, and intensely defining.

It's taken some time, set backs and a couple of years to get here. But I really am proud of this one.

I hope you love both as much as I do.

Serena x

Swipe for the key products used in this look ✨

is ONE!!!! A year ago I pressed “go” on something that felt so much bigger than me… just this little idea of creating glow in one effortless step. I had NO idea what was ahead. The pinch me highs, the setbacks, the lessons, and all the in betweens.

Building this brand has been the hardest and best thing I’ve ever done, and I’m so grateful I haven’t done it alone. simply wouldn’t be here without this community! You’ve worn it, shared it, slid into my DMs with questions, left reviews, recommended it to friends… every single one of those moments has built something so much bigger than just a product. It has meant the world. ALL OF IT!

It’s still early days but already building into something so special because of you. There’s so much magic to come, I am so ready for year two!! (yes, that means more lab visits + lots of newness on the way 👀). Always with the same vision, to simplify everyday makeup.

Here are just some of the moments from the past year. I only wish I had photos of the tears too bc trust me… there’s been plenty of those as well!

To this community and all your kindness, thank you for being part of the very first chapter. Here’s to year two!!! 💛✨

This Paris trip reminded me how lucky I am to do what I do. To create, to be inspired by the world, and to call it work 🇫🇷❤️🥐

Paris was the first overseas city I ever travelled to. I’d just finished school and barely had a kit, just a few products, a dream, and a feeling this was what I was meant to do. I never imagined that work would one day bring me back here (pinch me).

I’m so grateful my work has grown with me, from those early days to now.
Building something of my own, now sitting in my kit feels surreal… and in many ways, like starting all over again.

The art, the pace, the beauty in every corner. It filled my cup.

If you’re at the beginning of your journey, trust that feeling.
You never know where it might take you. ❤️

✨✨✨

A pinch me moment in 👏🏻👏🏻

It's all in the skin prep!
I created Instant Glow to simplify achieving a radiant complexion.
Seeing the ways you incorporate it into your routines means everything to me - whether as a glow-boosting base for makeup, worn alone for a healthy sheen, or mixed with foundation for extra radiance.

This versatile bottle of glow is everything I ever wished for in a product. Thank you for being a part of this journey! ❤️SW

This month, I had the honor of hosting makeup masterclasses in Sydney and Brisbane. was born from my desire to help women feel confident with an effortless glow and simplify our makeup routines—and seeing that vision come to life in these classes was truly magical.

I am beyond grateful for the growing community and for being surrounded by such beautiful, supportive women. These moments are a reminder of the incredible power we have as women when we come together.

Thank you from the bottom of my heart for being part of this journey. 💫