about our founder

The woman behind FaceLube®: Candace Chen

She is the world's foremost authority on the marketing of Masculine Face Care™ (men's skin care and men's anti-aging) products. Her credentials include over 150 US & int'l patents issued & pending. She is also the author of the 'Why the Beauty Industry Hates Men' article series - an unprecedented in-depth and candid look at the Beauty Industry's marketing approach towards men and its multi-billion dollar problem, as a result of long held misconceptions of masculinity.

FaceLube was founded by Candace Chen, as the result of a personal passion in couture and beauty to explore possibilities in cutting edge cosmeceuticals and offer innovative marketing solutions to the beauty industry.

Ms. Chen had the honor of speaking at the HBA Global Beauty Expo NYC as the Subject Matter Expert for Men's Skincare Market on the Men’s Grooming Market panel and to represent Brand Perspective. The FaceLube brand was a finalist in HBA Global Beauty Expo SPLASH Pavilion/Emerging Brand competition, as selected by a jury of top beauty industry insiders and HBA Global Beauty Expo SPLASH Pavilion Anchor Brand & Emerging Brand Hall of Fame Invitee.

Ms. Chen comes from a unique background of more than 20 years in the automotive industry, as a Los Angeles based manufacturer and distributor of automotive service equipment and specialty products, whose clients include many of the top names in the automotive industry in the US and abroad.

For more than 15 years, Ms. Chen has been a small business advocate, whose work with the international trade community has earned her numerous honors, respect and admiration among her private sector and government colleagues. Although she prefers to keep a low profile, she is often consulted by local press and is a sought after speaker at trade related events. She is particularly passionate about leveling the playing field and creating export opportunities in overseas markets for American products, especially those made by small American manufacturers.

Among her many honors, she serves as an appointed trade policy advisor on SMEs (Small & Medium Sized Enterprises) to two Cabinet level government officials - the U.S. Secretary of Commerce and the U.S. Trade Representative. Ms. Chen was first appointed under the Clinton Administration, re-appointed under the Bush Administration, and is honored to continue her service in the Obama Administration. She is the Chairwoman Emeritus of the Southern California Regional District Export Council, a local level U.S. Department of Commerce advisory committee, whose members are prominent local business executives dedicated to helping local communities create jobs and thrive through international trade and exports.

Ms. Chen is a Next Generation member of the Pacific Council on International Policy, the western affiliate of the Council on Foreign Relations, a prestigious, non-partisan foreign policy membership organization and think tank based in New York.

Ms. Chen has been formally recognized by her friends and colleagues in the International Trade Administration and the Commercial Service with an Award from the U.S. Department of Commerce for Achievement in Trade.

For more information on the fascinating story behind the FaceLube® Marketing System, please see The FaceLube® Story.