When I started Elate, I knew I wasn’t just building a beauty brand — I was building a values-based business. And let me tell you, holding on to your values in an industry that runs on trends, margins, and “growth at all costs” can sometimes feel… unhinged.
But here’s the truth: the unhinged decisions are the ones that have built a business I can be proud of — one that collaborates instead of competes, one that disrupts instead of complies, one that chooses the long-term health of people and the planet over the short-term profit margin.
Here are some of the “unhinged” things I’ve done:
1. Shared my formulations with competitors.
Yes, you read that right. I’ve literally handed over the secret sauce so that other brands could create more sustainable supply chains. Why? Because sustainability only works if it’s collective. If we all source better, the industry changes faster.
2. Gave away my suppliers and knowledge.
In an industry that guards supplier lists like treasure, I’ve shared mine openly. Because if my competitor uses better ingredients, that benefits all of us.
3. Spent hundreds of hours consulting… for free.
Aspiring beauty founders often reach out for advice, and I’ve given them my time, energy, and hard-earned lessons. Free. Why? Because I believe in lifting others up — not pulling the ladder behind me.
4. Said “no” to two major retailers.
Huge contracts, incredible exposure… but not aligned with our values. Walking away was one of the hardest and most liberating choices I’ve ever made.
5. Killed our best-seller.
Our most popular, profitable product? Gone. Why? Because I couldn’t find packaging that met our sustainability standards. It cost us, yes. But I’d rather lose revenue than lose integrity.
6. Brought in a team of co-op students to help with B Corp certification.
Instead of hiring expensive consultants, I collaborated with students. They got real-world experience, and we achieved our certification — together.
Redefining Success
The world tells us success means scaling endlessly, chasing investors, and pushing for exponential growth. I don’t buy it.
For me, success looks like:
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Sustained profitability (without burnout).
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A team that thrives.
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Customers who trust us.
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An industry that shifts toward sustainability because we refused to play by the old rules.
And here’s the kicker: when we collaborate, we all win.
So yes, building a values-based business sometimes means making unhinged choices. But maybe “unhinged” is just another word for brave enough to do things differently.
