Global fashion and beauty entrepreneur Camila Coelho recently added another feather to her stylish cap: CEO. She recently launched her own new line of mindfully luxurious beauty must haves, Elaluz.
After road-testing countless formulas from various brands,Camila was inspired to create the ultimate edit of multi-tasking, on-the-go beauty and lifestyle products, inclusive to everyone. Exclusive for BELLA, the Brazilian beauty shares the journey in her own words…
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LIVING THE DREAM
“Elaluz has been a dream of mine for as long as I can remember. I became interested in beauty at a really young age because my grandmother was always done up, even if she was staying inside the house. At 6 years old, she gave me red lipstick to wear for my passport photo, and I remember always playing with makeup or overly brushing my hair. After high school, I decided to get a job at a Dior makeup counter, and that’s when I realized how powerful beauty is and how it can empower you in such a strong way. I then became a makeup artist and started making YouTube tutorials in 2010. Creating my own beauty brand quickly became a life goal of mine, so to see it come to fruition has been a dream come true.”
ENJOYING THE JOURNEY
“The most exciting part of creating Elaluz has definitely been seeing it come to life. It was a lot of hard work and there were many challenges creating a clean brand, but I am now able to share it with the world. Beauty is where it all started for me, and I’m excited to be on this journey.”
LAUNCHING THE LINE
“My main goal was to create a mindfully luxurious and clean brand, including everything from the packaging to the formulas. Beauty consumers shop from multiple brands, so I wanted to focus on releasing my must-have items rather than launching with a full line. Elaluz is an on-the-go lifestyle brand, driven by the key productsI carry with me as a global entrepreneur. Each product is designed to be a partner in the daily hustle, making life a little easier for power and confident people on the go.”
FINDING HER LIGHT
“Elaluz is all about light; it actually means ‘She is light’ in my native language, Portuguese. It is a lifestyle brand that starts with essential beauty products and will cover different categories of hair, makeup, body, and skincare. The packaging is all recyclable and uses reusable materials whenever possible.The ingredients are clean and made without parabens, sulfates, phthalates, PEGs, TEA,DEA, or GMOs. I’m proud to say that Elaluz is cruelty-free, gluten-free, and vegan.”
READY TO SHINE
“My main goal with Elaluz is to help people feel beautiful and find their light. Every single person has their own individual light shining inside of them and things happen in our lives that can block it out. I was diagnosed with epilepsy when I was 9 years old and for years,I blocked out my own light. Once I started to accept myself, I found my light again.That’s what I want people to feel when they use Elaluz. These products will enhance your natural beauty and help you shine.”
FIRST TWO PRODUCTS
“The 24K Lip Therapy ($28) is a luxurious, intensely hydrating treatment that leaves lips looking and feeling softer, smoother, and healthier the second it melts onto your lips. The Lip & Cheek Stain ($34) is a versatile, multi-tasking stain that can be lightly applied for a sheer lip and cheek tint, or layered for a more impactful look. Infused with coconut water and made from a luscious blend of Brazilian guarana and prickly pear extracts, it glides on to deliver smooth, rich hydration and sheer, buildable coverage.”
TIPS + TRICKS
“I have been trying to go for a natural beauty look as much as possible, especially during quarantine. I wear mascara, concealer, and the Elaluz Lip & Cheek stain to give my face that natural flush. I always have my 24K LipTherapy in reach in order to keep my lips hydrated at all times. It’s great to also use at night as a lip mask at night.”
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