The Algarve-born brand marks a decade with anniversary offers and new openings in Portugal and Dubai
Serenity – The Art of Well Being is celebrating its 10th anniversary, marking a decade since the Portuguese luxury wellness brand opened its first spa at Pine Cliffs Resort in the Algarve.
Created in 2016 by United Investments Portugal, Serenity has since expanded beyond the region, establishing wellness centres in Lisbon, Cascais and Dubai. Its international presence grew further with the opening of Serenity at Fairmont The Palm in Dubai.
The brand is now preparing for its next stage of growth, with two new locations due to open in Portugal during 2026 and a further opening planned in Dubai.
Over the past decade, Serenity has developed from a luxury spa concept into a broader approach to well-being, bringing together treatments, fitness, recovery and nutrition.
Its complementary concepts include ACTIVE by Serenity, which focuses on movement, physical performance and recovery, and ZEST, a healthy dining concept centred on balanced and mindful nutrition.
The brand has also introduced experiences such as CBD treatments, intravenous therapies, ice baths and specialised recovery programmes to its Portuguese locations, reflecting a growing interest in preventative health, longevity and more personalised approaches to well-being.
“We celebrate these 10 years with great emotion and gratitude,” said Maria d’Orey, founder and global director of Serenity. “Our ambition for the future is to continue expanding whilst redefining standards of excellence in the well-being industry.”
Serenity’s work has received international recognition through several distinctions at the World Luxury Spa Awards, including World’s Best Luxury Wellness Centre and World’s Best Spa Development Group.
In 2026, Serenity at Pine Cliffs Resort also retained its Four-Star rating from Forbes Travel Guide for the second consecutive year.
To celebrate the anniversary, the brand has created the 10 Years | 10 Days | 10 Offers campaign, presenting 10 special experiences and promotions across selected days during July.
The offers include complimentary access to the Thermal Oasis, discounts at ZEST restaurants, and personalised physical assessments.
The campaign marks the beginning of a wider anniversary programme in preparation to the brand’s expansion.
Article originally published by Inês Lopes on The Resident.
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