Our Beliefs, Our Actions - Ellana Cosmetics Partner Store

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Our Beliefs, Our Actions

Our Beliefs, Our Actions

Make it better.

  • We’re constantly obsessing over how we can make products better: from our formulas, to packaging, to overall performance.
  • We only use high-quality ingredients that are proven to be safe for all. 

Make it with less.

  • Less is more. We try to formulate with as few, carefully-selected ingredients as possible. By not diluting our products with unnecessary ingredients, we ensure that our formulas keep their promises.
  • In skin care, this means no fillers and more potent ingredients. In makeup, this means intense pigmentation & buildable coverage.
  • A little goes a long way. A small amount is all you need. Better for you, and better value too! 

Make it last.

  • Our formulas are designed to be long-lasting- even in the tropics. That means less time touching up and more time enjoying life.

Make it easy to use. 

  • We love using our fingers as makeup tools so we’ve formulated our products to be easy to apply. Want to use your tools? Great! Want to use your fingers instead? Even better. Your skin, your choice.

Make it multi.

  • We formulate multipurpose products to address more than one skin need at a time.
  • At Ellana, we don’t just create products for the sake of creating products. We make sure that everything we make truly fulfills a variety of needs. 

Make it kind to all.

  • We never test on animals and are completely vegan. 
  • We source ingredients ethically, and work only with groups who uphold good manufacturing practices (GMP standards): no child labor, no environmentally unsound practices, and we work hard to be as sustainable as possible.






A universe where Beauty does more. 
Redefine beauty. Do more with less. Be good, do good. Make impact beyond beauty.



We co-create life-changing, high value experiences driven by love for people and planet.


What we believe, that guides what we do and who/how we are.

PEOPLE COME FIRST. People are beautiful: inherently good, intrinsically valuable and worthy. We relate to, care and protect people as people. People have the power to make a beautiful universe.

WE LOVE THE UNIQUENESS OF EVERY INDIVIDUAL. We express genuine care for each person. Each person belongs, we are a family. All perspectives matter-no one person knows all.

WE CARE FOR ALL FORMS OF LIFE. Our products, processes and practices have an impact on the environment. As such, we seek and select the most viable, no impact or less impact option. We work with principled partners.

WE ARE HAPPY. We approach life with a sense of joy and laughter. We share this happiness with all: customers, team members, leaders, business partners...

WE VALUE COURAGE. It takes courage to take risks, to try new things, to speak up, to give way, to listen to the truth, and to take action. It takes courage to co-create with people. It takes courage to know yourself truly-to humbly seek guidance and support.

THE TRUTH IS DATA. We provide reliable information. We depend on data to make good decisions. We trust each to speak plainly, without embellishments or oversimplification.

WE PURSUE EXPONENTIAL GROWTH. We are brilliant at the basics and we strive to surpass the status quo. We support each other’s growth. We work towards a beautiful future for people and the planet.

WE CO-CREATE: DO THINGS TOGETHER. We work on win-wins. When we work together, we're 130%, all in. Together, goals are easy to achieve. The load is lighter. It's fun and we grow together.

WE DO GOOD AND CONTRIBUTE TO SOMETHING GREAT. We do what's right and what we promise. We focus our energy and resources on what is high impact, life-changing, and high value.


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