Odele Group

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.