This week I sent the first personal email I've ever sent to customers since launching Victory Serums in March 2025.
It's certainly not because I didn't want to stay in touch. The reality is that Victory Serums has never been a big company with a marketing department planning newsletters and campaigns.
I'm a husband, a dad, I work full time and Victory Serums simply started because I was trying to solve my own scalp problem.
Like many of you, I'd spent years struggling with scalp issues and relying on anti-dandruff shampoos. They often took several uses before I noticed any improvement and I found myself relying on them almost every day just to keep the symptoms at bay. That wasn't a long-term solution I was looking for.
I wanted something better.
That journey led me to work with health professionals, learn more about scalp health and eventually discover products that genuinely worked for me.
But my journey didn't stop there.
Once I finally found relief, I wanted to understand why my scalp problems kept returning.
Over time I discovered that, for me, the biggest contributors were gut health and lifestyle factors. The serums gave me the relief I needed, but they also gave me the breathing space to investigate what was driving my flare-ups.
I remember thinking that if these products could help someone else the way they'd helped me then maybe they were worth sharing.
That's how Victory Serums began.
Over the past year something unexpected happened.
You changed the business.
Every order, every email, every Facebook and Instagram message and every piece of honest feedback has shaped where Victory Serums is today.
The biggest lesson?
People don't come looking for scalp health. They come looking for relief.
When your scalp is dry, oily, itchy, flaky, irritated and driving you crazy, you're not thinking about the microbiome or a 12-week lifestyle program. You simply want something that works. Once you've found that relief then you might start asking the bigger questions.
Why did this happen?
How do I stop it coming back?
That single lesson completely changed how I see Victory Serums.
When I first launched I probably gave you too much. There were shampoos, serums, beard products, the Victory Serums Pathway, gut health testing and referrals to functional health practitioners. That's just how I think. I like building complete solutions.
Over the past year though you've shown me what matters most.
While I'm incredibly proud of the shampoos they simply weren't commercially viable for a small Australian business. The customers who used them loved them and I know some of you were disappointed to see them go.
But your purchasing decisions consistently showed me that the serums were making the biggest difference.
So instead of trying to do everything I've decided to focus on doing a few things exceptionally well.
Always improving
You've also helped improve something else.
Since launching Victory Serums, the user guides have already been updated several times based on the questions and feedback you've shared with me. Every conversation teaches me something new.
In fact, both serum user guides were updated just last weekend with clearer instructions, answers to common questions and practical guidance based on what customers have experienced.
Going forward, whenever enough feedback highlights a meaningful improvement, I'll update the guides on the website so they continue to evolve over time. My goal is for them to become the best resource possible for getting the most from your serum.
What customer feedback has taught me
One comment from a customer genuinely stayed with me.
They told me it was good to finally have an ally in their scalp health journey.
At the time it seemed like a simple comment, but the more I reflected on it, the more I realised it helped define my purpose for Victory Serums.
When I was struggling with my own scalp issues, there was no shortage of products, online forums, social media groups and suggested home remedies. What was much harder to find was a clear and structured approach supported by science, education and qualified health professionals.
I wasn't just looking for another product. I was looking for someone or something that could help me make sense of what was happening and guide me towards better answers.
Over the past year I've spoken with people experiencing dandruff, dry scalp, sensitivity, psoriasis and a range of other scalp concerns. While every person's situation is different, I've come to realise that many people are searching for the same thing. Not just relief, but understanding.
That is one of the reasons the Victory Serums Pathway exists and why I've invested so much time working with functional health practitioners. For those who want to investigate further, I wanted there to be a pathway beyond symptom management and endless trial and error.
That customer's comment helped me realise that Victory Serums is becoming more than just a product company.
My hope is that Victory Serums becomes a trusted ally in your scalp health journey. For some people that journey may begin and end with finding relief through a serum. For others it may involve a deeper investigation into the factors contributing to their symptoms.
Either way, my goal is the same: to help people move forward with greater confidence, better information and access to qualified support when they need it.
Where Victory Serums is heading
The vision for Victory Serums hasn't changed. If anything it's become much clearer.
I don't want Victory Serums to simply sell products. I want it to become the first place people turn when they're struggling with their scalp. For some people that's simply finding relief with one of the serums. But my own journey taught me that relief isn't always the end of the story.
Sometimes it's the beginning.
The serums gave me the opportunity to stop constantly worrying about my scalp and start investigating what was causing my flare-ups in the first place.
For me that turned out to be largely related to gut health and lifestyle factors.
I came to realise that expecting a single topical product to solve every scalp problem simply isn't realistic. Every person's scalp is different and the factors contributing to recurring scalp problems can be very different. That's why I've always tried to take a pragmatic approach.
My goal isn't to convince you that Victory Serums is the only solution you'll ever need.
My goal is to help provide relief when you need it and, for those who want to go further, provide a pathway to better understand what may be contributing to persistent or recurring scalp problems.
That experience eventually led me to create the free Victory Serums Pathway.
I genuinely believe its importance can't be underestimated for people who are still searching for answers. It's not a quick fix and it isn't designed to be.
It takes time, commitment and a willingness to explore the factors that may be contributing to your scalp health. For some people that's as simple as changing hair care products. For others it may involve diet, stress, sleep, environmental factors or investigating gut health with the support of qualified functional health practitioners.
It won't be for everyone and that's okay.
Many people simply want relief and that's exactly where the serums can help.
But if you've been struggling for years, you've tried countless products and you keep asking yourself, "Why does this keep happening?", I created the Victory Serums Pathway for you. It's there to help you investigate the possible causes rather than simply continuing to treat the symptoms.
A thank you for existing customers
Victory Serums has reintroduced subscriptions.
As a small Australian business it costs me around $40 in advertising just to introduce Victory Serums to a new customer.
I'd much rather reward the customers who already trust Victory Serums.
So as an existing customer I'd like to give you something extra.
If you activate a subscription before 31 July 2026 you'll receive:
✅ An extra $5 off every subscription order using the code:
LOYAL5
✅ Your serum from just $45 per bottle
✅ Choose deliveries every 1, 2 or 3 months
✅ Skip, pause or cancel whenever you like
This exclusive thank you is available until 11:59 pm on 31 July 2026.
If you've been meaning to reorder now is the best time to lock in your subscription and your extra savings.
I'd love to hear from you
Finally, I'd love to hear your story.
What brought you to Victory Serums?
Did you find the relief you were hoping for?
Are you still struggling with your scalp and would you like me to connect you with one of the functional health practitioners I work with?
Or is there something you'd love to see from Victory Serums in the future?
I read every email personally. In fact, many of the biggest improvements over the past year, including both user guides that were updated last weekend, came directly from customer feedback. They'll continue to evolve because I believe the best businesses never stop learning.
Thank you for trusting me.
Thank you for supporting a small Australian business.
Most of all thank you for helping shape what Victory Serums is becoming.
If Victory Serums simply gives you relief, I'll be happy. But if it also helps you better understand your scalp and reduces your reliance on products over time, I'll consider that an even greater success.
I genuinely appreciate you being part of the journey.
Kind regards,
Matt Heron
Founder, Victory Serums
Matt Heron is the founder of Victory Serums, an Australian microbiome focused scalp care brand specialising in severe dandruff, yeast imbalance and chronic scalp instability. With more than four decades of personal experience managing persistent dandruff and extensive study of scalp biology, skin pH and barrier function, he developed targeted scalp serums that work within minutes or as leave in treatments. His Reset, Rebalance and Restore approach challenges daily anti-dandruff shampoo dependence and is helping redefine the way chronic dandruff is treated.