About Us
Selia was created in an era shaped by visual culture.
We grew up surrounded by fashion archives, editorials, runways, and the ever-evolving beauty industry. We witnessed beauty evolve beyond appearance into a language, a form of storytelling, and an essential part of contemporary culture. Behind Selia lies more than two decades of experience in the beauty industry and over a decade dedicated to professional makeup brush and beauty tool manufacturing.
SELIA BEAUTY
From Vietnam, for a new generation of beauty.
Selia was created with the belief that beauty tools do more than create beauty—they inspire the process behind it. Every brush is crafted not only to support technique, but to become part of the creative journey for artists, professionals, and beauty lovers. Developed from practical experience in the professional beauty industry, each Selia product is a blend of performance, aesthetics, and an understanding of how professionals work every day. We believe that the best tools not only help perfect a makeup look but also contribute to bringing the creative ideas behind it to life. Beauty has its own language. Where every detail begins with a story and opens up endless sources of inspiration. Hanoi, Vietnam.
Selia
“Ms. Le Kim Chi is one of the pioneers in laying the foundation for the professional makeup brush and tool manufacturing industry in Vietnam. After years of working with makeup artists, cosmetic brands, and international partners, she realized that Vietnam is fully capable of creating products that meet global standards through its own manufacturing capabilities, experience, and deep understanding of the industry.”
FOUNDER - MS. LE KIM CHI
