The Story Behind Hole Serum

On some level, the story of Hole Serum dates back many years. After dealing with perianal issues his whole life, Asset’s founder had run out of options. A bidet helped, but anal irritations kept coming back.

CHALLENGE ACCEPTED

In 2021, he set out to create one that finally worked. He started working with a chemist. Then another. This task required a particular blend of expertise and creativity. The third one was the charm.

Then the real work began. And major obstacles stood in the way:

- The realm of buttcare has been limited.

Until now, the bulk of buttcare has been short-term, steroid-based numbing creams or coconut oil. No one had created a product optimized for perianal skin that was also safe for daily use.

- Perianal skin has unique needs.

The skin surrounding the anus is thinner, has a unique pH level, becomes weaker with age, and experiences limited airflow. Absorption rate is everything.

- This product had to be soothing and effective.

There is a fine, underexplored line between being soothing enough for this highly sensitive skin and being able to address real, active irritations.

It also had to hit our highest standards for ingredient quality and efficacy.

It had to support a strong, healthy skin barrier. Ideally, consistent use would leave it looking more even-toned and feeling smoother. Without using harsh ingredients that could possibly further irritate sensitive skin. Nothing else like this exists on the market, so we had to build it from scratch.

BORN IN THE LAB, NOT OFF THE SHELF

In the general skincare industry, many brands will choose a base formula off the shelf, tweak it slightly, and brand that as their unique formula. That works for many of them, and many of those products work just fine. But that’s not what happened with Hole Serum.

Hole Serum is meticulously crafted by our chemist. Ingredient by ingredient, then tirelessly reviewed to figure out the right concentration of each component and how they come together.

Two years.

Three chemists.

One board-certified dermatologist.

80 iterations.

WHAT MAKES IT A “SERUM”?

If you look at skincare, the word “serum” typically describes a concentrated, lightweight formula that delivers potent active ingredients directly to the skin. They’re usually targeted, such as eye serums formulated for under-eye skin or dark spot serums designed to help even out hyperpigmentation. A moisturizing cream or gel lotion is then typically applied on top of the serum to lock in the actives and hydrate the skin barrier.

Hole Serum is packed with botanicals, vitamins, antioxidants, and ceramides. As a targeted, effective layer that nourishes and supports skin renewal, it’s a true serum, leaving the perianal skin barrier more resilient, healthier, and better-looking.

Hero Ingredients

Allantoin – Calms irritation, supports healing

Bisabolol + Turmeric – Brightening & antioxidant

Vitamin E + B5 – Nourish, soften, and protect

Ceramide Complex – Rebuilds the skin barrier

Botanical Complex — Supports happy, healthy perianal skin with a blend of Horse Chestnut, Butcher’s Broom, Stoneroot, Gotu Kola, and Licorice Root.