I’ve always been a beauty lover, ever since I was a little girl I was obsessed with makeup. My grandmother really sparked my passion for beauty, she was gorgeous and glamorous and I remember always admiring her bold lip colors. She gave me my first lipstick and even let me borrow hers for my passport photo— at just 6 years old!
Working at a Dior makeup counter at age 18 really reaffirmed to me how impactful and empowering beauty is, which was what motivated me to become a makeup artist. After doing makeup professionally for a few years, I found YouTube. This was in 2010 when YouTube was just beginning and I started creating little tutorials for my friends and family.
Throughout the past ten years I’ve learned so much about the beauty world and always dreamed of taking the knowledge I’ve gained to create my own brand. Two years ago my dreams became a reality and I started working on bringing my vision to life. Fast-forward to today and Elaluz is finally here—I can’t believe it’s happening! I’ve truly put all of me into this brand and I feel like my life has come full circle, and I’m so grateful.
Elaluz means “she’s light” in my native language Portuguese
When building Elaluz, my goal was to create a curated collection of beauty essentials. Elaluz means “she’s light” in my native language Portuguese—I believe every single person has a light inside of them, and when you feel good about yourself and you feel confident, your light shines its brightest. Elaluz encompasses makeup, skincare, and haircare products that are designed to help bring out your natural light.
Creating a brand with clean, good for you ingredients was my number one goal—I wanted to offer effective products with powerful ingredients that you can feel good about. And that’s what we did! Elaluz products are free from parabens, sulfates, phthalates, PEGs, TEA, DEA, GMOs and artificial fragrances. They are also cruelty-free, gluten-free and vegan, and come in sustainable packaging. This is a clean, mindful, and sustainable brand and it was so important to me to create something that supports these values. You’ll also find many Brazilian ingredients in our formulas—Brazil is so rich in agriculture and I wanted to include these powerful, exotic ingredients like nuts, fruits, plants, and oils.
Our debut products are what I consider lip essentials—the lip & cheek stain and the 24k lip therapy. The Lip & Cheek Stain is a hydrating stain in universal shade of red that provides the perfect natural flush. It’s infused with coconut water, Brazilian guarana, and prickly pear extract to deliver moisture and buildable coverage. The 24k Lip Therapy is a luxurious balm that provides intense hydration using a blend of ingredients like antioxidant-rich 24k gold and nourishing oils and butters including papaya, buriti, and açai. It’s also EWG verified, which means it meets the strictest criteria for transparency and healthfulness.
I’m so proud to introduce you all to Elaluz, my greatest professional dream coming true. Our debut lip products are now available at elaluz.com—I can’t wait for you all to try it and hear what you think!
Featured image by Cibelle Levi.