Setavia was created for women who are doing everything right — eating well, staying consistent, taking care of themselves — and still watching their hair change in ways they didn't expect.

We started with one question: why isn't there a hair serum built specifically for what women in their 30s, 40s, and 50s are actually going through?

Not another thing to add to the list. Something made thoughtfully, for the seasons of big change a woman moves through — and the small, steady ritual that goes with her.

We paid close attention to a group that was being completely overlooked. Women were seeing real changes in their hair and finding almost nothing on the market that spoke to their specific situation.