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SHELOOKUP’s Founder, Katrina Chan, On Launching A Natural Skincare Brand & Her Top Skincare Tips
- Jasmin Woolf
- Mar 26
- 5 min read
INTERVIEW
Did you know the skin is the largest organ in the body? This means any particles, including potentially toxic ingredients, small enough to be absorbed through the top layer of our skin will ultimately end up in the bloodstream! While living in Germany, Hong Konger Katrina Chan discovered some deodorants contained harmful ingredients, and wanted to bring natural skincare from Germany to Hong Kong. Thus, the journey of SHELOOKUP began.
The name SHELOOKUP itself stands for looking up something to better oneself, which is why it offers natural skincare products from Europe that are not only good for your body but also really perform. We chat with founder Katrina Chan about her top skincare tips and products, life as an entrepreneur and why the beauty industry needs to support small clean brands.
All images provided by SHELOOKUP.
1) Could you tell us about yourself and how you got into the skincare industry?
Thank you for having me! I’m Katrina, the founder of SHELOOKUP SLU Beauty, with five years in the beauty industry. I studied communications at a university in Hong Kong and have over a decade of experience in media and marketing. In 2020, I opened our first retail shop, and two years later, my passion for skincare inspired me to develop my own products. Since then, we have successfully launched seven products, with our eighth set to debut this year — marking an exciting step beyond product development.
After the birth of my child in 2022, I began reflecting on skincare not just as a means to enhance the skin but as a way to nourish the soul. The experience of pregnancy and childbirth is deeply challenging for the female body, which further sparked my curiosity and interest in skincare therapy — understanding how active ingredients and methods work together to promote a holistic well-being. To deepen my knowledge, I pursued specialized skincare courses in Japan and Italy, studying both the science and art of beauty therapy. Finally in 2024, this passion led me to expand my expertise further with the launch of SLU Beautique.
2) Why did you start SLU Beauty?
While living in Germany, I studied the language and shared my daily life experiences through a blog. As a skincare enthusiast, I explored numerous products and delved deeper into skincare itself and discovered that some underarm rollers contained potentially harmful ingredients. Many of my blog readers began asking if I could bring natural skincare from Germany to Hong Kong. That’s when I realized that high-quality natural skincare products from Europe, especially Germany, were rarely available in my hometown, Hong Kong.
This realization led me to launch a small online shop. As demand surged and popularity grew, I received an unexpected invitation to open a popup shop at K11 Art Mall in Tsim Sha Tsui, Hong Kong. At the time, it was a major decision—I was living in Germany, and moving back to Hong Kong for an uncertain business venture was a significant step. But I took the leap of faith, and it paid off. This opportunity laid the foundation for SLU Beauty, which later expanded to locations in the New Territories and Hong Kong Island.
After four years of growth and customer feedback, we decided to take natural beauty to the next level by introducing our own treatment services—leading to the launch of SLU Beautique in Causeway Bay, Hong Kong.
3) How do you wish to impact the skincare industry in Hong Kong with SLU Beauty?
Our story began with the belief that sharing is caring. SLU Beauty started by bringing natural, clean beauty products from Germany, offering customers more choice for healthier skincare. Over the years, we expanded our selection to include brands from Germany, France, Ireland, and Australia, offering a diverse range of clean beauty options.
Two years ago, driven by my own high standards for effective natural skincare, I began collaborating with chemists in Germany. In 2024, we successfully launched our own brand, Schnique, which focuses on plant-based skincare, primarily made in Germany.
I truly hope beauty lovers will embrace more natural ingredients in their skincare routines and share this philosophy with their loved ones. After all, skincare isn’t just about self-care—it’s also a form of healthcare.
4) What is behind the decision to focus on Green Beauty skincare brands? How do you choose the brands you work with?
Living in Bavaria, Germany in reach of the Alps inspired me to appreciate a more natural lifestyle focused on sustainability and recycling. I aim to raise awareness of green clean beauty among city dwellers by collaborating with brands that prioritize the use of natural and organic ingredients, their environmental impact and sharing their unique sustainability stories.
5) What are your top recommended SLU Beauty products?
Many of our products are customer favourites, Personally, I love them all! but if I had to choose, I’d recommend our Schnique Spring Collagen Renewal Gel. This formula includes three different types of peptides, which I specifically requested our chemists to incorporate. So far, it has become the best-seller in our brand’s lineup.
We also use this eye gel in our HIFU Renewal Eye Treatment at SLU Beautique to enhance its wrinkle-reducing effects around the eyes, and our customers love the results. Every product we develop is carefully formulated to deliver effective results while staying true to our clean beauty philosophy.
6) What’s next for you and your business?
With our recently established beauty center SLU Beautique and the successful launch of our brand, Schnique, which has been performing exceptionally well in the local market, our focus is now on expanding brand awareness in Europe—especially since our products are made in Germany.
Driven by high demand for our facial treatments, we also plan to introduce our retail and Beautique service concept to high-traffic shopping malls in Tsim Sha Tsui, further elevating the customer experience.
7) What is your must-have product and must-do skincare tip, and why?
For me, must-have skincare essentials go beyond just one—I always carry my Schnique Calming Relief Forest Rain Cleansing Milk, Schnique Hydracalm Gel Mask, and our newly launched Woodland Balancing Paper Mask, even on business trips, for an extra dose of hydration.
My top skincare tip? Try a double mask treatment at home every week and treat yourself to a professional beauty session at SLU Beautique. Personally, I love the 90-minute HydraLuxe Therapy, paired with our 10-minute signature handcrafted eye treatment, twice a month. It not only enhances my skin but also gives me the perfect time to relax and unwind.
Beyond skincare, I prioritize overall wellness by making time to exercise at least once a week for a natural body detox. Boosting circulation and promoting inner balance, it’s my go-to for achieving healthy, glowing skin.
8) Is there anything else you would like for our readers to know about yourself or SLU Beauty?
Many small clean and green beauty brand owners work tirelessly to create products that are both effective and environmentally friendly, demanding deep passion and meticulous effort in sourcing the right ingredients and formulations. It’s no easy task, but their dedication is what drives the industry forward. I hope more people recognize and appreciate these independent brands, as they are reshaping the future of beauty with their innovation and commitment.
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All imagery is provided by SHELOOKUP.
Website: Slubeauty.com | Instagram: @shelookup_slu Website: Slubeautique.com | Instagram: @slu_beautique
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