I started Elate as the antidote to traditional beauty. After 15 years in the industry, I had grown tired of being told that the vision I had of the cosmetics industry would never be met. A vision rooted in these ideals:
- We can do better for our customers without fear and shame based marketing.
- We can do better for humans by focusing on the best ingredients and fair and ethical supply chains.
- We can do better for the environment with more sustainable and thoughtful packaging.
- We can do all of this and still have the product be priced to be accessible to all.
Elate began as a wild idea that makeup could be a tool of empowerment. That by creating vegan and cruelty free products with responsible marketing and sustainable practices, we could encourage people to buy less, but better. To prioritize their daily rituals and make time and space in their day and in their beauty bag for more joy.
When Elate launched in 2014, I was a sole proprietor, with a tiny bit of cash and a dream. What we lacked in funding we made up for in ambition. Over the years bootstrapping this company has not been easy. Maintaining growth, launching new products all through the lens of doing things differently, better, is a difficult process.
I truly believe that we can all use business as a force for good and balance people, planet, and purpose. We can be profitable and run successful businesses, and do and be better for people and the planet. Over the years Elate has grown from a tiny room in my basement to our headquarters in Victoria BC to Partners located all over the globe. This is thanks to an incredible team, and our amazing loyal customers. Our products are designed in Victoria BC, produced in Canada, and shipped from our headquarters in Victoria to partners and customers around the world. Whether you’re right next door or across the globe, you are a part of our community and we value you.
We are still an independent company. Elate is family and employee owned, and that means we answer to our team, our customers, and our community rather than to investors. This allows us to grow on our own terms and make sure that we can continue to disrupt the status quo in the industry, and bring joy to your beauty bag.
Now more than ever, we need your support. Small businesses everywhere need your support. This can come in many forms. From choosing to shop at independent businesses like ours, to something as simple as engaging with social media content.
Thank you for being on this perfectly imperfect journey towards a more sustainable future of beauty with us.