Meet the Founder: Denise Serah
Denise Serah
Founder of HERLUSH
Denise Serah is the founder of HERLUSH and an ISSA certified Transformation Coach whose work unites beauty, wellness, and fitness into a powerful system of feminine transformation. With professional experience working alongside respected beauty brands such as NARS and MAC Cosmetics, Denise developed a deep understanding of diverse skin tones, cultural identity, and the emotional layers that shape a woman’s relationship with beauty.
HERLUSH was created from Denise’s experience as a makeup artist in the beauty industry and her active fitness enthusiast lifestyle, which later inspired her to pursue professional certifications in wellness and transformation. Motivated by her commitment to inner and outer well-being, Denise earned additional ISSA certifications in Nutrition, Strength and Conditioning, and Personal Training, strengthening her expertise in guiding women through meaningful lifestyle transformation.
Her approach emphasizes the alignment of mind, body, and soul, the core pillars that support sustainable growth, inner confidence, and authentic self-expression.
Alongside her work in wellness and beauty, Denise is also a devotee of the Yoruba Isese Ifá spiritual tradition, which informs the spiritual dimension of her philosophy. Through her personal study and practice, she explores themes of purpose, spiritual development, and alignment with one’s higher path. This perspective deepens HERLUSH’s emphasis on holistic transformation, recognizing that true growth involves not only physical and mental development but also spiritual awareness and self-understanding.
HERLUSH also reflects Denise’s lived experiences as a woman of color navigating the beauty industry and overcoming personal adversity, including the complexities of life, love, and relationships. Her brand challenges narrow beauty standards, celebrates diversity, and empowers women to embrace their distinct identities.
Denise believes that life’s challenges do not diminish a woman; they cultivate spiritual resilience, deepen her wisdom, and guide her toward the purpose and destiny she was always meant to fulfill, a path that in the Yoruba Ifá tradition is closely connected to the alignment of one’s Ori, or inner spiritual consciousness.
Her background includes founding LA GLAM in 2013, a private spa service offering accessible beauty and self-care experiences, and launching LIPSTICKANDLUNGES in 2016, a fitness brand dedicated to helping women build strength, confidence, and long-term wellness habits.
Through HERLUSH, Denise’s mission is to help women refine their inner and outer selves, reconnect with their purpose, and rise into their fullest expression. She believes every woman carries a unique blueprint, and that true transformation happens when she learns to stretch her mind, strengthen her body, and honor her soul.
At its heart, HERLUSH is a philosophy. When a woman aligns her mind, body, and spirit, she does not simply transform. She remembers who she truly is.
Certifications:
ISSA Transformation Specialist
ISSA Nutrition Coach
ISSA Strength & Conditioning
ISSA Personal Training
.