Selina Zinchuk is the founder and CEO behind S-Secrets, a purpose-driven haircare brand rooted in over a decade of hands-on experience and a passion for natural, health-forward solutions. From Liberia to Accra and beyond, Selina’s journey—marked by entrepreneurship, travel, and a relentless curiosity about what truly nourishes hair—shaped her belief that healthy hair starts from within and is sustained by clean, potent ingredients. After a transformation away from chemical treatments in 2016, she rebuilt her approach around 100% natural solutions, documenting her personal haircare path and her daughter's Sonya and Aurora journey on YouTube. The authentic, results-driven videos resonated with thousands who sought proven DIY strategies, fueling her mission to translate those insights into reliable products for everyone.
Built in Georgia with her husband Brian and their daughters Sonya and Aurora, S-Secrets is Selina’s culmination of science, Ayurveda-inspired wisdom, and a deep commitment to empowering women in business. She meticulously developed each formula—from the caffeine-enhanced growth oil to the herbal blends and innovative tools like the cordless flaxseed steam cap—driven by her own experiences with hair damage from coloring, traction Alopecia, Alopecia areata, heat, and relaxers. Selina’s philosophy is simple: products should not only elevate appearance but also contribute to overall well-being. Every S-Secrets creation uses 100% natural ingredients, aligns with clean-label standards, and is designed to be inclusive of multicultural textures—from straight, wavy, curly, coily, relaxed and natural to braided and weaved hair.
Beyond product development, Selina actively mentors aspiring women entrepreneurs, champions education about scalp health, and pursues ethically sourced ingredients and sustainable practices. Her global perspective—gained from years in West Africa, the UAE, Europe, and the Americas—infuses S-Secrets with a culturally rich approach to beauty that respects individuality and fosters community. Selina’s vision for S-Secrets is not just a brand but a movement: a beacon for accessible, science-backed, Ayurvedic-inspired hair care that celebrates diversity, supports confidence, and helps everyone achieve healthier, more vibrant hair from the inside out.
