From Finance to Beauty: How Seneria Shum (BCom '08) Channeled Her Entrepreneurial Spirit into a Thriving Business

Seneria Shum never imagined she would leave the high-powered world of finance to launch her own beauty brand, but life had other plans. An international alumna, she graduated in 2008 with a BCom in Finance and Economics before embarking on a dynamic career that led her from investment banking to becoming the founder and CEO of Love Share Beauty (LSB) Group.

A Decision Rooted in Opportunity

Growing up in Hong Kong, Seneria was influenced by her family’s belief in traditional career paths, particularly in finance and investment banking. Studying finance seemed like a natural choice, especially in a city that was a booming financial hub in the early 2000s.

However, she was also deeply interested in journalism and writing. When it came time to choose a university, she selected UTM because of its diverse and immersive community, which allowed her to step out of her cultural comfort zone and experience new perspectives. “Mississauga offered a different environment than what I was used to in Hong Kong, and I really wanted to challenge myself to integrate into a diverse community,” she recalls.

While studying at UTM, Seneria developed key interpersonal skills that would later shape her career as a business leader. She vividly remembers the challenges of adjusting to a multicultural environment, living with roommates from different backgrounds, and learning to adapt and thrive outside of her comfort zone. Those early experiences instilled in her a deep appreciation for cultural diversity, communication, and collaboration—essential skills she would later rely on as an entrepreneur.

“It wasn’t always easy, but learning to navigate cultural differences and finding common ground helped shape the way I approach leadership today,” she says.

Navigating a Changing Career Path

After graduating, Seneria returned to Hong Kong and entered the investment banking industry. However, she began her career in 2008, a turbulent time marked by the global financial crisis. Despite her best efforts, she found herself in a middle-office role rather than the frontline trading or sales positions she aspired to. She then pursued a master’s degree in finance to enhance her qualifications, but fate had other plans.

Marriage and family priorities led her to reevaluate her career trajectory. Faced with the challenge of redefining her professional identity, she experimented with entrepreneurial ventures, from baby clothing retail to e-commerce. However, it was her growing interest in skincare and wellness that led her to a breakthrough idea—founding LSB Group.

Seneria’s transition into the beauty industry was fueled by personal experience and a desire to help others. What began as a passion project—studying skincare ingredients and sharing insights through social media—soon turned into a business. “I started by sharing product recommendations and solutions for skin concerns. When people began reaching out, telling me how much my suggestions helped them, I realized there was real potential here,” she explains. 

When an opportunity arose to take over a failing beauty business, she took a bold leap of faith. Instead of renovating and making drastic changes, she worked with what was available and gradually built her brand. Today, LSB Group is a thriving company that provides skincare solutions while promoting holistic wellness and self-care. 

Overcoming Challenges as an Entrepreneur

Starting a business was not without its difficulties. One of the biggest challenges Seneria faced was transitioning from the corporate world of finance—where colleagues were highly educated professionals—to the service-oriented beauty industry, where many of her employees had different educational backgrounds and work experiences. 

“I had to adjust my communication style and really understand my team’s perspectives. Many of them had never considered long-term career planning, so I focused on mentorship, guiding them to see the bigger picture and plan for their futures,” she says. Through hands-on leadership and a strong mentorship approach, she cultivated a work culture that encourages growth, responsibility, and career progression.Reflecting on her journey, Seneria shares a powerful piece of advice for students and young alumni: never be afraid to step out of your comfort zone and try something new. “At first, my family didn’t understand my decision to leave finance for the beauty industry. They saw it as a downgrade, but I believed in what I was doing. It wasn’t until they saw my company grow and succeed that they started to respect my choice,” she says. Her persistence paid off—within three years, she expanded from a small boutique space to multiple locations, proving that passion and perseverance can lead to success.

What’s Next for LSB Group?

Today, Seneria continues to expand the company, striving to bring high-quality, science-backed skincare solutions to her clients. More importantly, she is committed to mentoring others—whether it’s helping employees carve out career paths or inspiring fellow entrepreneurs to take risks and build something meaningful. Her story is a testament to resilience, adaptability, and following one’s passion, even when the path isn’t linear. From finance to beauty, Seneria’s journey exemplifies how success isn’t just about what you study or where you start, but how you adapt, grow, and redefine your own path.