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Clean Beauty Spotlight: Eluo Beauty

This week on #cleanbeautyspotlight we chat with Tannis, Founder of Eluo Beauty! Tannis started Eluo Beauty out of the desire to start a new dialogue around beauty. She created her company to elevate the simple daily ritual of cleansing and caring for our skin with all natural skincare inspired by ancient beauty practices from cultures in our history, and transforming it into our modern rituals. 

 

What values do you have that you believe you carried into your brand and company?

Quality stands out as a strong value that has carried into Eluo. In every aspect of our branding and ingredient curation, quality is at the forefront. In staying true to the value of quality it has really elevated the experience, enhanced the skin benefits and created a unique aesthetic around our collection. 

 

What inspired Eluo Beauty? 

The name Eluo, is a latin word meaning to cleans or clean.  It seems like such a well aligned fit for the collection but at the time when I was first presented the name, it took me over a month to commit. Eluo really began with a deep passion for wellness. As I discovered timeless, holistic skincare treatments I feel in love with the art and ritual of masking. It became a retreat, a chance to connect with myself and engage all of my senses in a relaxing skincare treatment. Not only did these treatments transform my complexion, they left me feeling like I had done something for my health. To me, the application of clay and botanical extracts from the earth is such a grounding practice that permeates beyond the surface of your skin. I want users to celebrate their innate beauty through this distinct personal experience that is much more than a daily cleansing ritual. Eluo is an opportunity for me to share this beautiful experience and encourage others to take time for self care.



Your branding is absolutely gorgeous. What prompted this design and branding for you?

I credit the incredible team at Glasfurd & Walker, they did an impeccable job of bringing our collection to life. We really felt inspired by clay, it’s an incredible ingredient, possessing so much beauty on its own, and we felt compelled to celebrate its natural texture and subtle pigments. The two dots framing the logo reference an 18th-century chemical symbol for clay known as agrilla. These dots appear throughout all brand collateral, either printed, embossed or die-cut as a symbolic representation of the product and brand.

 

Let’s talk about your apothecary style bottles which are super unique to see in this market - what gravitated you to this style? 

Entering a highly competitive space I knew I wanted our collection to have unique packaging. I kept coming back to the ancient, time-honored beauty rituals that inspired our masks. It was also important that we prioritized packaging that was able to be repurposed with minimal use of plastic. The old world style apothecary was an obvious choice for us. 

 

What’s your favorite part of creating your products?

The formulation phase of product development. I love to learn and create. In the process of developing our collection I love submerging myself in the ingredients and collaborating. Over the years I have been fortunate to connect with some amazing women who have contributed to our formulations. They come from decades of experience and are well respected in the field of natural ingredients for bespoke holistic skincare. There really is a community behind everything we do, there is so much thought that goes into every ingredient selection and procurement.  

 

What has been your most exciting moment with Eluo Beauty so far?

There have been a few over this past year but the most exciting for me came on New Year's day 2021 when Kourtney Kardashian posted a video using our Forma Floris in her at home facial. I was chasing around my 18 month old post dinner trying to make sure he was cleaned up and my phone started going off. My jaw dropped and I think I might have screamed...

 

What was your biggest hurdle in creating your self care line?

Not so much a hurdle in creating the collection, but the biggest hurdle in getting a business off the ground in this space continues to be awareness. It is very saturated, when you have a beautiful offering you are excited to share with the world but aren’t able to get exposure it can be challenging.

 

What advice would you give people interested in starting their own skincare or beauty business?

Lean on your community. There is such a depth of invaluable experience and advice to learn from. Taking the time to network has been such a meaningful use of time. Approaching these connections with a willingness to listen, be flexible and make adjustments as you learn from others is critical.

 

What was your biggest hurdle in creating your self care line?

Not so much a hurdle in creating the collection, but the biggest hurdle in getting a business off the ground in this space continues to be awareness. It is very saturated, when you have a beautiful offering you are excited to share with the world but aren’t able to get exposure it can be challenging.

 

What is your favorite beauty ritual that leaves you looking and feeling naturally beautiful?

Outside of a weekly mask treatment with our facial polish collection. I have recently started hydrating in the mornings with a radiance powder or herbal tea. It's more of a holistic approach from the inside out, but it is a meaningful beauty ritual that makes me feel like I have taken the time to do something for myself and to support wellness to feel beautiful.

 

What’s coming up next for Eluo Beauty?

I have been working on the expansion of our collection since inception. This past year shifted our timelines, and drew our attention to our at home rituals. I really want to offer our community an indulgent ritual that quiets the mind and facilitates relaxation. This spring we are launching a new product to elevate your modern beauty rituals.

 

We’re featuring Eluo Beauty’s Forma Floris  in the Spring box. What prompted the creation of this product?

Forma Floris evokes so much beauty for me, its sophisticated blend of soothing botanicals and florals, and the subtle sweet, lavender aroma. It is such an ethereal offering. I love the process around preparing this ritual and how it evolves from a beige powder to a lilac colored hue from the hydrated pigments of the hibiscus. I would say the exploration and discovery of each ingredient in Forma Floris is what prompted the creation. 

Subscribe to this season's box to kick start your self care routine: