Who We Are
Founded in 2014 by Shelley Hon, ODELE started as a cosmetics brand with a vision to bridge beauty trends between the East and West. Joined by industry veterans who bring over three decades of experience in expanding premium imported brands, ODELE has transformed into an organisation with a bold ambition: to become the dominant force in identifying, empowering, and scaling beauty-forward brands to global prominence.
At the heart of this vision are the passionate teams behind every brand, cultivating them into specialty legacies with solid market relevance. Our ecosystem, shaped by time-tested expertise and agility, equips us to seize untapped opportunities and manoeuvre nimble market trends comfortably.
As Gen Z emerges as the largest spending demographic of the next decade, ODELE Group is poised to meet the moment with a portfolio of niche brands embodying sustainability, innovation, authenticity, cultural inclusivity, and ingredient integrity — modern, timeless values for a new era of informed, intentional beauty consumers.
Founded in 2014 by Shelley Hon, ODELE started as a cosmetics brand with a vision to bridge beauty trends between the East and West. Joined by industry veterans who bring over three decades of experience in expanding premium imported brands, ODELE has transformed into an organisation with a bold ambition: to become the dominant force in identifying, empowering, and scaling beauty-forward brands to global prominence.
At the heart of this vision are the passionate teams behind every brand, cultivating them into specialty legacies with solid market relevance. Our ecosystem, shaped by time-tested expertise and agility, equips us to seize untapped opportunities and manoeuvre nimble market trends comfortably.
As Gen Z emerges as the largest spending demographic of the next decade, ODELE Group is poised to meet the moment with a portfolio of niche brands embodying sustainability, innovation, authenticity, cultural inclusivity, and ingredient integrity — modern, timeless values for a new era of informed, intentional beauty consumers.
Message from CEO
Shelley Hon
Founder & Chief Executive Officer
“Beauty, to me, is a mirror of authenticity, confidence, and cultural story. It’s unique and entirely personal — and founding ODELE was a natural extension of this belief. My lifelong exposure to wellness and innovation has shown me that beauty must be inclusive and accessible, so it has the power to educate, inspire, and connect communities. It’s not about conforming to a standard; it’s about embracing and expressing who you are.
In the next decade, I see a landscape that is all-embracing, people and planet-conscious, and tech-driven. Today’s consumers, especially Gen Z, care about more than just product performance; they seek human connection and brands that stand for something. Grounded in essentialism, informed by cultural nuance, and driven by a global vision, ODELE is reshaping the industry, one impactful brand at a time.
The journey ahead is exciting, and I’m thrilled to have you with us as we continue to empower beauty beyond boundaries.”
Our Principles
Message from CEO
“Beauty, to me, is a mirror of authenticity, confidence, and cultural story. It’s unique and entirely personal — and founding ODELE was a natural extension of this belief. My lifelong exposure to wellness and innovation has shown me that beauty must be inclusive and accessible, so it has the power to educate, inspire, and connect communities. It’s not about conforming to a standard; it’s about embracing and expressing who you are.
In the next decade, I see a landscape that is all-embracing, people and planet-conscious, and tech-driven. Today’s consumers, especially Gen Z, care about more than just product performance; they seek human connection and brands that stand for something. Grounded in essentialism, informed by cultural nuance, and driven by a global vision, ODELE is reshaping the industry, one impactful brand at a time.
The journey ahead is exciting, and I’m thrilled to have you with us as we continue to empower beauty beyond boundaries.”
Shelley Hon
Founder & Chief Executive Officer
Milestone Timeline
Backed by Austasia
Established in 1997, Austasia is a premier distributor in China, equipped with decades of expertise and an extensive network in the luxury cosmetics and wellness sectors. Drawing on this legacy, ODELE operates as an independent arm dedicated to scaling high-growth, niche beauty brands to global prominence. This strategic alignment primes ODELE to pursue ambitious expansion across APAC markets while maintaining a discerning, value-led approach to brand development.
Partner Brands
