Our Story

S-Secrets founder and CEO, Selina Zinchuk, has over 12 years of experience in business.

Her experiences and successes with DIY’s for health from the inside out, inspired Selina to share her regimen of healthy hair with the world.

She is passionate about inspiring women in business and entrepreneurship. Selina resides in Georgia with her company S-Secrets, her husband, Brian, and their two beautiful daughters, Sonya and Aurora.

As Founder of S-Secrets, Selina Zinchuk built her hair brand from the ground up by incorporating her specialized knowledge, DIY’s, along with her own curiosity.

She took to YouTube to document her daughter’s and her own healthy hair journey in 2019.  Selina and her daughter Sonya’s personal healthy hair care journey became her calling.  As her viewers watched her amazing DIY’s videos and saw progress, they also yearned for her self-discovered help with their own tresses.

Selina’s unique and healthy product mixes, intrigued viewers and quickly garnered her a large following. Her experiences with chemical, color and heat damage were traumatizing to her hair, self-esteem and physical appearance. In 2016, her hair started to fall out and she was diagnosed with traction alopecia and alopecia areata, which forced her to turn to 100% natural ingredients and to start over with a healthy hair journey. She had her last relaxer May 7, 2016, and big chop October 9th, 2016. Her experiences with natural ingredients helped her identify what products and ingredients would render the best results.

Realizing that her passion for healthy hair was producing amazing results, she decided to go all in with product production. The S-Secrets and Caffeine Growth oil solutions were born. Her big dream is to one day own a hair brand that is just not about making profit, but to instill hope for people’s hair dreams.

With the focus always on health, Selina and her husband Brian, constantly strive to make sure each product they offer serves a dual purpose — improving health — and working from the inside out. Everything she makes is good for the body and for the hair. Always with 100% natural ingredients.

Apart from Selina’s success in hair and business, she is married to her loving husband Mr. Brian Zinchuk and they have 2 beautiful girls, Sonya and Aurora.  Mrs. Selina P Zinchuk is originally from West Africa, born in Liberia, lived and attended school in Accra,Ghana for many years.

Mrs. Selina P Zinchuk has always been an entrepreneur. She previously owned and managed a pub in Accra, Ghana. Selina loves traveling and learning about different cultures, and trying different kinds of food, she has traveled to many countries within west Africa, UAE, UK, Europe and America.

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