Company History

Mr. Huang Shu Li, with 12 fruitful years in the ALGOMER beauty business, decided to enter the world of aromatherapy to take up the agency for Lampe Berger products. Later, he helped to establish Bel’Air as the leading brand in the aromatherapy air management market. With extraordinary foresight, he officially collaborated with renowned craftsmen in the French aromatherapy market to set up factory production in France, thereby propagating the technique of “integrated production and marketing” into the global market.

This was how he built an aromatherapy empire that would span a hundred years and beyond, allowing every family throughout the world to enjoy the benefits of aromatherapy. Mr. Huang Shu Li officially brought Bel’Air aromatherapy products to Asia in the year 1994. Bel’Air first landed in Taiwan and formed Sathelyne France International with a core business in distributing cosmetic and plant aromatherapy products imported from France. Initially, Bel’Air used conventional retail channels to market our products. It was only in 1996 that we decided to mobilise the power of network marketing, and we have never looked back since. With the successful exploration and propagation of network marketing, our sales volume went up year by year. We have also expanded our management territories to the shores of Singapore, Malaysia, Hong Kong, Indonesia etc. Business flourished.

With unique foresight, Bel’Air Global Chairman Mr. Huang Shu Li brought plant aromatherapy into Asia in 1995. This natural healing technique, which enjoys long-reigning popularity in Europe, achieved the similar effect in the Asia market where it rapidly created a fashionable trend. The aromatherapy products, which integrate ancient wisdom, modern technology and artistic crystallisation, do wonders in purifying interior air, improving environmental hygiene and elevating one’s quality of life. It was no wonder that Bel’Air managed to gain consumers’ adoration and recognition within a short period of time. The astonishing results achieved in successive years further lay credence to the limitless potential of the natural aromatherapy market.

The millennium was a major turning point for the Bel’Air aromatherapy business. In order to chart the corporate direction, gain autonomy over the research and development of products and have a major share in the network marketing industry, we collaborated with highly skilled artisans in the French aromatherapy market as well as a factory in France to manufacture our own Bel'Air aromatherapy products, including patented catalytic burners and essential oils.

Herein came about the birth of the brand name “Bel’Air”, which means “beautiful air” in French, a most befitting name to describe the elegance of life that comes about with healthier, purer air! This new and improved brand launched by Sathelyne France International also actualised the winning business strategy of integrated production and marketing, bringing us closer to our ideal of a “Global Network” that transcends national boundaries. We have successfully established our image of a leading brand in the realm of aromatherapy and will continue to lead the way as such.
The Bel’Air brand name, under the proactive promotion by Sathelyne France International, has currently branched its marketing network into all parts of Asia, with associates numbering almost 100,000. The ultimate goal is to encompass the entire globe, achieving the vision of “Purer Air for People Who Care”.

At the same time, in order to unleash the limitless potential of aromatherapy, Bel’Air has actively elevated aromatherapy from its usual domain of “fragrance, bacteria reduction, odor elimination, air purification” to the realm of aromatherapy healthcare. We therefore cooperated with the Institute of Bio-technology in Taiwan Yang Ming University to establish the “Bel’Air Bio-tech Research Centre”. Via practical analysis of clinical experiments, we provide evidence of the use of essential oils to scent and purify the air, aspiring to bring aromatherapy products into the new realm of health sciences.

In the 21st century, people’s expectations on product quality are continuously on the rise. Bel’Air will constantly strive to improve on its products and launch new innovations, in its desire to let every family in the world enjoy the benefits brought about by premium aromatherapy.

Bel’Air’s Progress

• With 18 years of experience in the Taiwan market, we only started managing cosmetic and beauty products 10 years ago. From there, we moved on to the marketing of our own products produced in our French factory.
• In year 1993, thanks to Chairman Huang Shu Li who has a deep understanding of the benefits of plant essential oil due to his long period of residence in France, Bel’Air started the agency for aromatherapy products. Japan, Taiwan’s neighbouring country with a high standard of life, has started the agency for similar products 18 years ago.
• From 1994 to 1996, Bel’Air adopted the traditional retail marketing method in our agency of aromatherapy products. At that time, you would be able to purchase our products from French departmental stores, dried flower stores, etc. However, these three years of traditional marketing have only yielded us an average monthly turnover of NT$200,0000. Hence, from 1996 onwards, we decided to switch to network marketing and these are the results we achieved (figures are reflected in NT$).

Year 1996: Turnover of 1 hundred million from June to December
Year 1997: Turnover of 4.8 hundred million
Year 1998: Turnover of 13.6 hundred million
Year 1999: Turnover of 45.9 hundred million, thus becoming the fourth largest network marketing company for the year where turnovers are concerned.
Year 2000: Integration of production and marketing, possessing our own management, research and development and marketing teams, hence having a concrete grasp on the movements of the market, the quality of our products and the research and development process of new products.
Year 2001: The year of Bel’Air bio-technology, where we collaborated with the Institute of Bio-technology of Taiwan Yang Ming University to establish Bel'Air's very own Research Centre.
Year 2002: Led the trend by bringing in quantum medicine, progressing towards the arenas of preventive healthcare and health sciences.
Year 2003: Successive launch of various bio-tech aromatherapy products that have been verified by scientific research, development of our cutting edge Aroma Smart Heater that allows diffuser lamps to be ignited without the use of fire, thereby wholly progressing towards the era of “Bio-tech Aromatherapy, Safe Aromatherapy”.