Portuguese wellness brand Serenity celebrates 10th anniversary

Portuguese luxury wellness brand Serenity – The Art of Well Being is celebrating its 10th anniversary, marking a decade of expansion from its Algarve origins into one of the country’s best-known names in premium spa and wellbeing experiences.

Founded in 2016, Serenity has grown from its first location in the Algarve to operate wellness centres in Lisbon, Cascais and Dubai. The company has confirmed plans to open two additional locations in Portugal this year, alongside another in Dubai.

Developed by United Investments Portugal (UIP), the brand has broadened its offering beyond traditional spa treatments with concepts including ACTIVE by Serenity, focused on movement, fitness and recovery, and ZEST, a healthy dining concept centred on mindful nutrition.

Over the past decade, Serenity says it has introduced a range of wellness innovations to the Portuguese market, including CBD therapies, intravenous (IV) treatments and ice baths, reflecting growing demand for preventative health, longevity and holistic wellbeing.

“We celebrate these 10 years with great emotion and gratitude,” said founder and global director Maria D’Orey. “Our ambition for the future is to continue expanding while redefining standards of excellence in the wellbeing industry.”

The brand has received several international accolades, including recognition at the World Luxury Spa Awards, where it has been honoured with titles such as World’s Best Luxury Wellness Centre and World’s Best Spa Development Group. In 2026, Serenity at Pine Cliffs Resort in Albufeira also retained its Four-Star rating from the Forbes Travel Guide for a second consecutive year.

To mark the milestone, Serenity will launch a “10 Years | 10 Days | 10 Offers” campaign throughout July, featuring complimentary thermal spa access, discounts at ZEST restaurants, personalised fitness assessments and special offers on couples’ treatments.

The anniversary campaign forms part of a broader programme celebrating the brand’s continued focus on personalised wellbeing experiences as it prepares for its next phase of growth.

Inês Lopes

Newspaper editor at The Portugal Resident