A passionate Co-Founder of 21 years to innovative skin brands, including SKINICIAN cosmeceutical skincare and the iconic He-Shi Exceptional Tan, alongside her mother Hilary McMurray. Together, this dynamic Irish duo forms a powerhouse in the skincare industry. Their vision is clear: to simplify skincare & tanning routines, moving away from complex 15-step routines, and instead offering multi-functional solutions that are exceptional, accessible, and affordable for all. Their mission is to empower individuals to achieve happy, healthy skin.

Shelley’s background in Management & Information Systems, followed by a Masters in Business Development and Innovation, sees her heading up the team at their HQ in Carryduff. With an award-winning female team that lives by the values of “Finding a way”, “Award Winning Quality”, “We do the right thing” and “Beauty is in our DNA”. The brands are distributed throughout Salons, Pharmacies, Retail, Grocery, Amazon, 3rd Party Marketplaces, and their own D2C websites. 4beauty Group is striving to move to an integrated and new omnichannel approach, putting their consumer at the centre of what they do.