Our promise
The Serenova Standard
A pharmacist and a doctor review every formulation we stock. This page explains what that review involves and what the evidence level shown on a product page tells you.
The three evidence levels
Levels describe how much published research currently sits behind a formulation. They are not a quality score, and every product shown has passed our review.
Scope: a level summarises published research and its limitations — including early laboratory evidence where applicable — on a product's key ingredients or product class. Supportive research on an ingredient does not by itself prove that a particular brand's finished formulation delivers the same benefit. Levels are not a medical endorsement, a safety rating or a guarantee of results. Products we have not yet reviewed show “Not yet assessed” rather than a level.
What the Serenova Standard is
Every product we stock is reviewed by our pharmacist and doctor before it reaches the shop. We look at the published evidence behind the active ingredients, the concentration and formulation used, the safety profile, and whether the claims made are honest. If a product does not meet the standard, we do not list it.
How we review a product
We start with the actives and their supporting clinical literature, then assess formulation quality, tolerability and real world results from clinical use. We speak to suppliers about sourcing and stability, and we check that the marketing claims match what the science can support. Reviews are repeated when a formulation changes.
Well established
The active ingredients and the formulation approach are supported by a substantial body of published clinical research, with consistent results across multiple studies and long term use in clinical practice. Examples include retinoids, broad spectrum sunscreens and vitamin C at proven concentrations.
Good evidence
There is credible published research supporting the ingredients and their use, including clinical or well designed studies, though the body of evidence is smaller or less consistent than for well established actives. We stock these because the balance of evidence, safety and clinical experience is favourable.
Early or emerging
The ingredients show genuine promise, with early clinical work, strong laboratory data or good manufacturer studies, but the independent evidence base is still developing. We are transparent about this so you can decide whether it fits your routine.
What the levels do not mean
An evidence level is not a quality score and it is not a safety warning. A product marked as early or emerging has still passed our full review. The level simply tells you how much published research currently sits behind it, so you can make an informed choice.