A coffee with Selina

We are so excited to have you here! Let’s start stirring! Who is Selina?

Hiii <33 Thank you for having me! I’m Selina, 23 years old, and the co-founder and creative director of Selór.

Where did you grow up and where do you live now?

I was born in Kaohsiung, Taiwan and raised in Stockholm, even though I’ve lived in Stockholm most of my life, Taiwan still feels like home because we’ve gone back every summer since I was young.

I live in Stockholm with my boyfriend but we spend the winters traveling in Asia. I love being at home in Taiwan and exploring cities like Tokyo, Singapore, and Seoul. I’m a city girl at heart.

What sparked the idea for Selór?

Selór actually started as a high school project where I had to create a business in our final year. After we graduated in 2021, when I was 19, I saw a gap in the market for high-quality and versatile hair accessories.

I’m a very visual and creative person, and I’ve always been drawn to fashion and materials and my co-founder Viktor, who’s more strategic and analytical (now boyfriend, haha) balanced that side perfectly.

What has been your favorite milestone so far with Selór?

I feel like every step has been a milestone. We started Selór with only 5,000 sek, which feels crazy now. After high school, I worked full-time and Viktor started studying, and we spent late nights packing orders in our 20 sqm apartment, our “warehouse” was literally our wardrobe. We did everything ourselves.

It wasn’t until I graduated from Berghs School of Communication last year that we really began seeing Selór as a brand, and I committed 100% of my time to it. Going from packing orders ourselves to needing a warehouse and having people who help us now feels surreal.

If you could have your perfect desk set up, what items would you have? 

I mostly work from home, so my desk setup is very simple. I can’t live without my Productivity Method Planner, it keeps my days structured. I always have a good lip balm on my desk, and when I want to feel a bit refreshed, I use the Rhode Glazing Mist. I also hate having hair in my face when I’m working, so the Julia Headband is my go-to. It’s comfortable enough to wear all day, even with glasses. And I also drink 3 liters of water a day, so I always keep my Rose Tumbler next to me.

Now that we’ve entered the holiday season, what is one item on your wishlist this year?

I always have something on my wishlist hehe, but at the moment I’m obsessed with Toteme’s mini pony hair clutch in wine. It’s the perfect dinner bag, just so chic, and it fits everything I need.

What does a typical day look like for you?

Every day looks different when you’re self-employed, but I always begin slow. I’m a big sleeper, so eight hours is non-negotiable. I like to ease into the morning, it sets the tone for my day. Skincare, the Skinny Confidential mint roller, gua sha, vitamins, a matcha and two eggs with fruit on the side while I plan my day. Then I move into work mode, emails, manufacturers, socials. We’re in the middle of a rebrand, so there’s a lot of back and forth with our graphic designer and some very exciting new product ideas developing. Lunch is usually late around 2-3pm, something quick like a salad or a granola bowl and if I have time, I love having lunch with friends. I try to make it to pilates or reformer every other day, and then end the evening with dinner with my boyfriend. 

Last, but definitely not least, how do you take your coffee?

Shocker... I don’t drink coffee, haha. I get really bad caffeine spikes from it, so I’ve opted for green tea instead. It’s either a warm brewed green tea or an iced matcha with coconut water and oat milk.