Shelley Martin, Founder and Development Lead

image of Shelley Martin, SKINICIAN co-founder

Shelley Martin, Founder and Development Lead

Shelley Martin is the MD and co-owner of the 4Beauty Group, brand owners of He-Shi Tan and SKINICIAN Skincare. Shelley has been with the company for over 20 years.

About Shelley

Shelley graduated from Queen's University Belfast with a BSc in Management and Information Systems, later returning to complete an MSc in Business Development and Innovation.

In 2004, Shelley and her mother launched the tanning brand He-Shi. Collaborating closely with cosmeceutical formulators, skincare chemists, and manufacturers, Shelley saw a gap in the market for simplified, multi-tasking active skincare solutions that address multiple concerns. This led to the creation of the SKINICIAN brand, which debuted in 2012 with 20 SKUs.

From market research and ingredient sourcing to product design, testing, and launch, Shelley oversees the entire new product development (NPD) process. With over 20 years of experience, along with her background in business and innovation, she applies her expertise to create effective, affordable cosmeceutical skincare products accessible to everyone.


Shelley’s skincare journey

Shelley struggled with skin sensitivities growing up, frequently experiencing redness, irritation, and flare-ups when using high street products. Her very fair skin, which burned easily in direct sunlight, often reacted to ingredients found in common skincare items, leaving her frustrated and unable to find solutions that worked for her.

Despite trying various brands, Shelley couldn’t find a routine that addressed her skin's needs without causing irritation. This lack of suitable options, combined with feedback from He-Shi’s salon and clinic customers-who also sought products for sensitive Irish skin, drove her to explore skincare that delivered visible, effective, and long-lasting results.

Shelley recognised the need for products that were kind to the skin, focusing on all skin types to deliver quick and effective results. She believed that fewer, multi-tasking products, alongside better education around skincare, were essential for achieving both immediate and long-term benefits. Her vision was for products that effortlessly fit into busy homecare routines, making it easier for people to care for their skin. After all, why should great skincare be reserved for a privileged few? Everyone deserves happy, healthy skin.

Q & A with Shelley

Why is skincare important to you?

Your skin is the largest and only visible organ of the body, and it's with you for life, always on show. For me, great skin isn’t just about appearance, it’s about confidence. Confidence to face any day without makeup, knowing that my skin is healthy and glowing. It's also about trusting the ingredients I'm using, knowing I’m nourishing my skin with what it needs to thrive.

What is your skincare routine?

My skincare routine changes with the seasons, much like how you switch up your wardrobe. I like to think of it as having a skincare wardrobe. My routine always focuses on three key steps: clean, treat, and protect.

In the autumn and winter, my routine includes:

At night, I follow the same steps but swap the Vitamin C and SPF for Retinol (alternating each night) and Restoring Night Cream.

In the spring and summer, I adjust to:

  • Cleansing Balm and Revitalising Cleanser (for a double cleanse)
  • Hyaluronic Elixir and Calming Serum (to treat and soothe the skin)
  • Daily Defense SPF 50 (for higher sun protection during the day)

At night, I use the Vitamin C Elixir and Restoring Night Cream to nourish and repair the skin while I sleep.

Weekly, as a treatment, I exfoliate using either the Pro-Radiance Enzyme Peel or a professional Glycolic Peel at one of our clinics. This helps boost cell turnover and allows my products and actives to penetrate deeper and work more effectively.

If you had to choose one product what would it be and why?

Depends where I was going. If I were on a desert island or holiday, I would definitely choose Daily Defence SPF50-I burn easily and have had some painful sunburns in the past. With skin cancer statistics being so concerning, protecting my skin is a top priority.

At home, my go-to product is Cleansing Balm. I wash my face as soon as I come in at night because I love the feeling of being clean. Plus, those few minutes spent enjoying the relaxing scent of the balm serve as my “me time” to decompress after a long day.

Favourite skincare tip?

Less is more, you don’t need 15 products in your routine!
Clean, treat and protect, if those are the only things you do consistently, you can have radiant, feel good and healthy skin.

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