April 2020

Flora Leung of Selia & Co - Part I: The Brand

Name: Flora Leung
Brand: Selia & Co
Established: 2017
Hometown: Brooklyn, NY

What motivated you to start?

I always wanted to start my own skincare line. At the time, I was also looking for some flexibility in my work schedule.

What would you consider your hero product from your brand?

Our best sellers are the Peppermint + Green Tea Mask and our Jasmine Facial Steam.

What standards / non-negotiables do you take into consideration when thinking about enhancing or developing new products?

Each ingredient in the product is carefully thought out. We strive for minimalistic skincare, so each product has under 10 ingredients and in its purest form.

What do you think are some of the biggest challenges for "beauty / wellness" brands today?

If we are talking about the Indie category of beauty and wellness, it has become really saturated in the past few years. I would say it’s communicating your brand message without contributing to the existing noise in the market. So you have to stay creative and try not to repeat what’s already out there.

What has been one of your proudest moments since creating Selia & Co?

First I thought to launch the company was the proudest. However, when I started doing craft shows, it’s the face to face interactions with customers and getting their warm feedback became my motivation and highlight. =)

What can we expect in the future?

I’m working on new products at the moment while we practice physical distancing. Please stay tuned.

What advice would you give customers who want to make the most out of your brand?

Stay with the routine of masking at least once a week to see a progression.