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.

How do you start your day?

I start my day with my cats meowing for breakfast and my alarm clock going off.

Do you have a morning / evening ritual?

To get my body started, I drink a glass of water along with some basic yoga stretches. During the evening, I do my normal nightly skincare routine with gentle, light facial massages before bedtime.

What is your daily skincare routine?

Steaming face with a warm towel for 20 seconds or so is something I do once a day as well as applying a good sunscreen before I leave the house.

Do you have a daily wellniss routine?

I love having my mixed fruit smoothie with collagen protein powder in the morning. It has all the minerals and vitamins to replenish my skin and body.

What is beauty product or tool you can’t live without?

A good vitamin C serum paired with my Overnight Oil.

What do you do for R&R when you need to reboot?

Blasting my favorite Spotify playlist and breaking out my dance moves like no one is watching.

What are your must-haves when traveling?

Water bottle to stay hydrated, sunglasses to protect your eye area and minimize crows feet, and sunscreen.

What selfcare advice would you have given yourself 5 years ago?

I would tell myself how important mental health is, you have to care for yourself first before you can take care of others.

Do you have any beauty / wellniss advice for our followers?

Wellness is a marathon and not a sprint. You will see long-lasting results and benefits in consistency.