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Life is full of shine with Slashine!

Our mission is to support companies in achieving successful international expansion by connecting creatively designed, forward-thinking products with strong market growth potential across borders.

Have You Heard of the Term “Slash Lifestyle” or “Slash Career”?

The concept of ”Slash” originates from the book One Person/Multiple Careers: A New Model for Work/Life Success. It refers to a lifestyle characterized by multiple, vibrant career identities. That describes us perfectly—Slashine, a fascinating harbor where diverse work is embraced, and flourishing, multicultural businesses are challenged.

Slashine was founded in 2021 and is a promising information consulting company based in Sweden, specifically in the world-renowned city of Stockholm, often hailed as one of the most magnificent capitals globally. We specialize in connecting businesses with both Asian and Nordic markets, with the potential to expand into other European markets. Our consulting services cover a wide range of areas, including business development, market entry strategy, and more.

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As a dynamic and meaningful bridge, Slashine is well-positioned to offer employers high-quality, turnkey solutions for companies seeking overseas market access and expertise—vital for global success and growth. We can not only assist in localizing products and adjusting a company’s image for a new target market through a tailored approach to advising clients, but also provide firsthand insight and experience in new international markets. Additionally, we help establish essential business networks by leveraging a desirable customer base and resource integration capabilities, thereby strengthening your presence in overseas markets.

Slashine also offers professional product promotion and sales support, with a focus on integrating innovative business models and providing efficient services between European enterprises and Asian companies. We look forward to establishing win-win collaborations and becoming your increasingly indispensable business partner.

Slashine’s core values are project integration, cultural fusion, and business synergy. Our vision is to become the leading growth consulting firm in the Nordic region, providing unique insights rooted in innovation, integration, and collaboration. Our mission is to support companies in achieving successful international expansion by connecting creatively designed, forward-thinking products with strong market growth potential across borders. We are passionate about managing diverse projects that align with our expertise. With Slashine, we help your business shine and make your path to success simpler.

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Our Partners

In terms of cross-border project cooperation, Slashine has established a long-term strategic partnership with BIGELIUS, an emerging minimalist skincare brand from Sweden, and is honored to be its exclusive distribution partner in Greater China (Mainland China, Hong Kong, Macau, and Taiwan), as well as a distributor in the five Nordic countries (Sweden, Denmark, Norway, Finland, and Iceland).

Currently, we have introduced the Swedish skincare brand BIGELIUS, certified by CFDA, into China through general trade. The brand has rapidly expanded across both online and offline channels, laying a solid foundation for sustainable growth. Online, BIGELIUS has launched official flagship stores on Xiaohongshu and the WeChat Mini Program, enabling direct engagement with consumers through digital platforms. Offline, the brand has entered prestigious luxury retail destinations such as Beijing SKP, Beijing DT51, Wuhan SKP, and Chengdu SKP. Notably, Wuhan SKP SELECT BEAUTY became BIGELIUS’s first offline launch partner in China. Beyond SKP, we also collaborate with carefully selected premium multi-brand beauty and fragrance retailers, where BIGELIUS products are available in flagship stores. These include AYAts, a luxury perfume aesthetics brand with locations in SKP and China World Trade Center; HERDIS, a premium beauty concept store in Shanghai’s Gemdale Plaza; and MAYxTANG, a niche fragrance brand located in Beijing’s 798 Art District. In addition, BIGELIUS has partnered with New World Department Store China, a leading retail group, to launch its entire product line on the group’s online platform Xinshangou, further broadening the brand’s reach and sales channels.

Looking ahead, we welcome more high-quality and trustworthy partners and distributors to join us in promoting BIGELIUS. Together, we aim to establish it as the preferred Nordic natural defense skincare brand in the minds of consumers, recognized for both trust and value.

Alternatively, through its professional networks, Slashine has gathered valuable resources from Asia and identified potential projects seeking suitable partners in the Nordic markets.

First of all, as the exclusive agent in the Nordic region, Slashine has been authorized by R Photography Art Museum (R Image for short), a dynamic and renowned international photography brand in China. This authorization allows us to exhibit and sell select prestigious photographic works owned by R Image in Nordic countries. These works are created by several internationally acclaimed visual artists. Secondly, we have received inquiries from a well-known Chinese film and television group seeking high-quality scripts for suspenseful and thriller-themed movies or TV series set in European countries. Additionally, some Chinese companies with innovative and eye-catching products are eager to expand into the global market and are looking to access valuable information, business networks, and expertise through our services. For instance, a distinguished wedding and evening dress brand is planning to expand into Europe and is looking for partners to open new stores, including potential flagship locations. At the same time, an intelligent service robot company is seeking market entry strategies and the most effective avenues for exploring potential opportunities in the Nordic market.

If you’re looking to bring more brilliance into your life, don’t hesitate to contact Slashine! Let’s embark on an exciting and shining journey of collaboration!

Founders and Leadership

Trista Lee – Founder & Chief Executive Officer (CEO)

With a passion for building business opportunities across the Nordic and Asian markets, Trista Lee founded Slashine AB in 2021 and continues to lead the company toward becoming a recognized player in professional consulting.

Trista is an expert in FMCG market research, particularly in the cosmetics sector. She brings nearly a decade of R&D experience at Shiseido, a world-leading Japanese cosmetics company, combined with extensive brand management expertise across major e-commerce platforms in China. In addition, she is an experienced content strategist, editor, and social media operator.

Born and raised in China, Trista now resides in Sweden. She holds a Bachelor’s degree in Japanese Language & Culture from Xi’an International Studies University and a Master’s degree in International Business from Kedge Business School in France. After moving to Stockholm in 2019, she established Slashine with the vision of supporting design-driven brands in expanding internationally, with a particular focus on the Asian and Nordic markets.

“I believe in the spirit of entrepreneurship and the importance of cross-cultural collaboration. Living, studying, and working in both Asia and Europe has made me more independent, resourceful, and ambitious. My career goal is to help brands achieve sustainable success and growth in overseas markets through Slashine.”

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Charles Cho – Co-founder & Chief Operating Officer (COO)

Charles Cho is the Co-founder and Chief Operating Officer of Slashine AB. With over 20 years of leadership across multiple industries, he has built expertise in strategic planning, brand operations, innovation investment, and international partnerships. His career spans green energy, cultural tourism, consumer products, and emerging technologies, with a consistent focus on connecting markets and cultures through sustainable growth.

Charles holds a Bachelor’s degree in Economics (Finance major) from China, a Master’s in Integrated Marketing Communications from The University of Hong Kong (graduated with distinction), and an MBA from the University of Leicester in the UK. Having gained extensive business experience in Asia and deep insights into global markets, he is now based in Sweden, where he leads initiatives that bridge Europe and Asia through brand innovation and consumer engagement.

As a frequent guest lecturer and startup competition judge, Charles is recognized for his integrity, global perspective, and ability to translate vision into impact.

”True value comes from long-term thinking, clarity of purpose, and acting with integrity. Bridging cultures, building trust, and creating meaningful ideas—that’s the journey that inspires me.”

We look forward to collaborating with partners who share our values and ambition to co-create a future grounded in innovation, impact, and sustainable growth.

Contact us

ADDRESS

Box 31
195 21 Märsta
Stockholm, Sweden