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.
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.
Our Partners
In terms of cross-border brand development, Slashine has established a long-term strategic partnership with BIGELIUS, an emerging minimalist skincare brand from Sweden. We are honored to serve as its exclusive distribution partner in Greater China (Mainland China, Hong Kong, Macau, and Taiwan), as well as a distributor across the Nordic region.
BIGELIUS has been successfully introduced into the Chinese market through general trade and CFDA compliance, establishing a solid foundation for sustainable and scalable growth.
Online, the brand operates official flagship stores on Xiaohongshu and WeChat Mini Program, enabling direct engagement with a new generation of consumers.
Offline, the brand has entered a selection of high-end retail environments, including leading luxury destinations such as SKP, as well as carefully curated multi-brand beauty and fragrance retailers. Notably, BIGELIUS has also successfully launched in HARMAY, one of China’s leading beauty concept retailers, and is now present in 19 offline stores nationwide.
Through these carefully curated channels, BIGELIUS presents a refined Nordic aesthetic and a distinctive approach to modern skincare, resonating with consumers seeking clarity, quality, and understated sophistication.
Looking ahead, we continue to expand the brand’s presence, while welcoming partners who share a long-term vision for building distinctive and meaningful brands in the Chinese market.
Cross-border Brand Development
Beyond our collaboration with established brands, Slashine is actively engaged in facilitating cross-border projects between Asia and Europe, with a particular focus on emerging fragrance and lifestyle brands.
We support selected Chinese niche fragrance brands in their entry into the European market, introducing them through curated industry platforms such as Stockholm Beauty Week. This reflects our approach to identifying brands with strong cultural identity and translating them into the Nordic and broader European retail context, with carefully considered opportunities across distribution and concept retail channels.
Cultural & Creative Collaborations
In parallel, we maintain collaborations within the cultural sector, including partnerships with international photography institutions such as R Image, enabling the presentation of selected artistic works in the Nordic market.
We also remain selectively involved in creative projects within the film and television industry, where opportunities align with our cross-cultural expertise and network, further extending our role as a bridge between content, culture, and commerce.
If you are interested in exploring potential collaborations, we would be pleased to connect.
Bigelius
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Curated Fragrance Brands
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R image
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Photographers & Authorized works
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Dream International
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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.”
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.
