Selens

About Selens

Selens (often styled as Selens®) is a Chinese photography and filmmaking equipment brand specialising in lighting equipment, light modifiers, camera accessories, studio infrastructure, backgrounds, stands, storage systems and production tools. The brand positions itself primarily around practical, durable equipment for photographers, filmmakers, studios, live-production users and other behind-the-scenes creators.1

Overview

Attribute	Information
Brand name	Selens
Chinese name	喜乐仕
Industry	Photography, filmmaking and studio equipment
Origin	China
Brand history	Selens states it was founded in 2011; its detailed history also describes a 2007 e-commerce beginning and a 2012 establishment of the Selens brand concept
Main markets	Photography, filmmaking, studio production, live production
Major products	LED lights, COB lights, softboxes, reflectors, stands, camera cages, backgrounds, carts, tripods and studio accessories
Official website	Selens.com
Current positioning	Professional photography and filmmaking equipment
Core idea	“Support Your Imagination”

Note on the founding date

There is a slight inconsistency in the published history of Selens. Its current About Selens page repeatedly states that the brand was founded in 2011, while the same page’s chronological history indicates that the business began in 2007 with domestic e-commerce, established the Selens brand concept in 2012, and entered cross-border e-commerce at that point. Consequently, the most accurate description is that the business traces its origins to 2007, while Selens identifies 2011 as its founding year and 2012 as the establishment of its brand concept.2

History

According to the official account from Selens, its development can be divided into several distinct stages.

2007: Early business

The official history of Selens states that the company began in 2007, initially operating in domestic e-commerce. This provides the earliest date in the company’s published timeline.3

2011: Stated founding

The company consistently describes 2011 as the founding year of Selens in its current marketing materials and catalogues.4

2012: Brand development and international expansion

Selens states that its brand concept was established in 2012, coinciding with its move into cross-border e-commerce. This marked an important transition from primarily domestic online commerce towards an international photography-equipment business.5

2014–2019: Certifications and overseas exposure

According to the company’s timeline, Selens products obtained certifications in China, the United States, the European Union, Japan, Russia and other markets during this period. The company also notes that its products appeared at a major video exhibition in Germany.6

2020: Expansion into film and television equipment

In 2020, Selens increased its focus on the sustainable development of film and television equipment. It organised its products around areas including film and television lighting, personal equipment and studio equipment.7

2025 onwards: International brand development

Selens has stated plans for continued participation in international image-equipment exhibitions, including events in the United States and the Netherlands, as part of its effort to expand the brand internationally.8

Products and product categories

Selens has developed from a relatively traditional photography-accessories brand into a considerably broader photo and video production equipment ecosystem. Its current product catalogue is organised into several major areas.9

Lighting

Lighting is one of the most significant product categories for Selens. The current lineup includes:

Apollo COB lights
Apollo panel lights
LED spotlights
Protube tube lights
Aladdin pocket lights
FlexiPanel flexible lights
Lighting accessories
Light modifiers

The Apollo line is particularly representative of the move by Selens into more substantial video-production lighting. Current models include 100W, 200W, 300W and 600W COB lights, as well as higher-powered models such as the Apollo 1200X Pro.10

The company describes its lighting products as suitable for creating different lighting styles, including accent lighting, Rembrandt lighting, layered lighting and grazing effects.11

Light modifiers

Selens offers a large range of equipment used to shape and control light. Examples include:

Softboxes
Quick-folding softboxes
Parabolic reflectors
Beauty dishes
Bounce softboxes
Grids
Black softboxes
Fresnel attachments
Reflector accessories

The EDGE Parabolic Reflector family is one of the brand’s more specialised lighting-control products.12

Reflectors

Reflectors represent one of the more traditional photography-equipment categories for Selens. The company sells:

Collapsible reflectors
5-in-1 reflectors
Silver/white reflectors
Flags
Frames
Butterfly frames
Cardboard reflectors
Curved reflectors
Umbrella reflectors
LITEBOUNCE systems

These products are aimed at manipulating natural or artificial light during photography and video production.13

Stands and grip equipment

Selens maintains a substantial range of studio-support equipment, including:

C-stands
Heavy-duty stands
Air-cushioned stands
Stainless-steel stands
Roller stands
Lightweight stands
Floor stands
Boom arms
Clamps
Grip heads
Stand accessories
Wall booms and mounting plates

This category is significant because it places Selens beyond the conventional definition of a camera-accessory company; the brand increasingly supplies equipment used to build entire studios or film sets.14

Camera accessories

Selens produces accessories designed to support both cameras and modern hybrid or video setups. Its catalogue includes:

Camera cages
Camera L-plates
Phone cages
Cold-shoe accessories
V-mount battery equipment
Suction mounts
Lens-support accessories
Camera cleaning products
Rigging components

The company manufactures cages for a number of major camera systems, including Sony, Canon, Nikon, Fujifilm and Panasonic, as well as cages for smartphones. This makes Selens relevant to both traditional photographers and creators working with mirrorless cameras, cinema cameras and mobile-video rigs.

Backgrounds

Another major category for Selens is photographic and video backgrounds. Products include:

Fabric backgrounds
Paper backgrounds
Vinyl backgrounds
Chroma-key backgrounds
Collapsible backgrounds
Background-support systems
Texture boards
Cucoloris boards
Acrylic mirrors
Reflection boards

The catalogue includes textured PVC background boards with designs such as marble, cement and wood grain. These products are useful for portrait photography, product photography, commercial shoots, video production and livestreaming.

Studio accessories

Selens also supplies a wide range of smaller equipment used on film and photography sets. Examples include:

Apple boxes
Director’s chairs
Teleprompters
Clapperboards
Gaffer tape
Studio fans
Smoke machines
Moisture-proof cases
Various mounting accessories

This reflects the broader strategy of the brand to supply not only the camera or light but also the support equipment surrounding the production process.

EasyStation production system

One of the more distinctive recent product areas for Selens is EasyStation, a modular production and workstation system. It includes equipment such as:

Production carts
Monitor mounts
Laptop brackets
Shelves
Drawers
Wheels
Rigging points
Mounting systems
Other cart accessories

The system is designed around the practical needs of DIT, studio and on-set production workflows.15 This development moves Selens beyond individual photography accessories towards complete production infrastructure.

Brand philosophy

Selens describes its philosophy around three closely related concepts.

User-friendliness

The company emphasises equipment that is straightforward and convenient to use rather than unnecessarily complicated.16

Durability

Selens states that its products are engineered for strength and durability, including use in demanding production environments.17

Creativity

The branding repeatedly emphasises enabling photographers and filmmakers to concentrate on their creative work rather than being restricted by technical equipment. Its official messaging uses the phrase “Support Your Imagination.”18

Manufacturing and R&D

Selens states that it operates its own factories and warehouse totalling 10,000 m², holds more than 50 patented technologies, and employs a team of more than 140 people. These figures are claims published by the company itself rather than independently audited statistics and should be treated as company-reported information.

The Chinese contact page for the company identifies the associated entity as Guangzhou Yuechen Electronic Information Technology Co., Ltd. (广州市粤琛电子信息科技有限公司), with an address in Yuexiu District, Guangzhou, Guangdong, China.19 This provides a clearer corporate connection behind the Selens brand than simply describing it as an anonymous equipment label.

International presence

Selens operates an international-facing e-commerce site and has positioned itself towards customers outside China. Its history specifically mentions a transition into cross-border e-commerce in 2012.20

The current website advertises U.S. warehouse stock, suggesting that the company has developed distribution infrastructure aimed at international customers.21 The brand has also stated that its products have obtained certifications in several international markets and that it has participated in international imaging and video exhibitions.22

Main target customers

The product portfolio of Selens is aimed at several overlapping groups.

Photographers
* Portrait photographers
* Product photographers
* Commercial photographers
* Studio photographers
* Hobbyists

Filmmakers and videographers
* Independent filmmakers
* Cinematographers
* YouTubers
* Content creators
* Commercial video crews

Studios
* Photo studios
* Video studios
* Rental studios
* Commercial production facilities

Live-production users
* Livestreamers
* Event-production teams
* Online content creators

The company organises its shopping experience around users such as photographers, studios, live-production users and accessory buyers.23

Notable product families

Some of the recognisable current product families from Selens include:

Product family	Purpose
Apollo	COB and panel LED video lighting
Aladdin	Compact/pocket LED lighting
Protube	Tube lighting
FlexiPanel	Flexible LED lighting
EDGE	Parabolic light modifiers
LiteBounce	Professional reflector system
Speedy	Quick-folding softboxes
EasyStation	Production/DIT cart and workstation ecosystem
Selens Camera Cages	Camera rigging and protection
Selens Backgrounds	Studio and chroma-key backgrounds

Market positioning

Selens is best understood as a broad photographic and film-production equipment manufacturer and brand, rather than as a specialist camera manufacturer. Its portfolio spans both relatively inexpensive accessories and more substantial professional equipment. For example, its current website lists small accessories alongside high-output 600W and 1200W-class lighting products and large production carts.25

This gives Selens a positioning somewhere between traditional photography-accessory brands, studio-equipment suppliers and increasingly full-featured filmmaking-equipment brands. The evolution of the brand towards COB lighting, production carts, rigging systems and professional modifiers indicates an attempt to move further into the professional photo and video production market.

Relationship to the broader Chinese photography-equipment industry

Selens is part of the large Chinese photography-equipment ecosystem that has expanded substantially through e-commerce, OEM/ODM manufacturing, cross-border online retail and increasingly independent branded products. What distinguishes the current strategy of Selens is its effort to present a unified brand ecosystem rather than simply selling individual accessories. Its website groups lighting, modifiers, stands, camera accessories, backgrounds, storage and production equipment under one Selens identity.26

This strategy is particularly visible in newer products such as Apollo lighting and EasyStation production equipment.

Brand identity

The Selens brand can be summarised through several characteristics:

Chinese-origin: The brand is associated with Guangzhou, China.27
Photography-first: Its historical roots and core identity are tied to photographic equipment.
Expanding into filmmaking: Its newer portfolio increasingly targets cinema, video and studio production.
Broad product ecosystem: It covers everything from reflectors and camera cages to lights, C-stands and production carts.
Practicality-focused: Selens emphasises ease of use, convenience and durability.
International-facing: Its history explicitly includes cross-border e-commerce and international exhibitions and certifications.28

Selens today

As of 2026, Selens presents itself as a mature photography and filmmaking-equipment brand with a considerably wider portfolio than its earlier photography-accessory focus. Its current catalogue covers lighting, light control, camera rigging, grip, studio infrastructure, backgrounds, storage and production workstations.29

Its most strategically important direction appears to be the transition from being primarily an accessory supplier towards being a more comprehensive photo and video production-equipment brand, particularly through the Apollo lighting range and EasyStation production system.

Selens is a Chinese-origin photography and filmmaking equipment brand whose roots go back to the late 2000s and whose branded identity was developed in the early 2010s. It is known for a broad range of lighting, modifiers, reflectors, camera accessories, stands, backgrounds and studio equipment, and has increasingly expanded into professional video lighting and production infrastructure. This description is more accurate than simply calling Selens a camera accessories brand, because its 2026 product portfolio is substantially broader than that.30

References

This profile was compiled with AI assistance and reviewed before publishing. How we use AI

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