In this day and age, most of us are at least somewhat aware of the effect that food (and the chemicals in some food) has on our overall health. Many people put a huge amount of thought into eating organic produce whenever possible, cutting out processed foods, and trying to eat local and ethically harvested goods. So why is it that despite all the effort we put into thinking about what goes into our bodies, many of us give almost no thought to what we put on our skin?
Elate Cosmetics is here to give consumers the option of high quality, ethical makeup that’s good not only for people, but also for animals and the environment. I sat down with Elate's Alexandra Loughton, to discuss why they’ve committed to championing the cause of clean cosmetics, and to get her take on the Victoria fashion and makeup scene.
Elate Cosmetics was born when Melodie Reynolds, the company's founder, was unboxing a much coveted beauty product. As a makeup artist for twenty years, she was no stranger to the waste that often accompanies the fancy packaging of many cosmetics. But when faced with the mountain of packaging left behind by this particular product, she was inspired to create a line of beauty products to fill the void left by so many companies; products that are toxin and cruelty free, as well as low waste and sustainably created. Melodie's dedicated squad includes lead artist Alexandra (who was Melodie's first employee), as well as Heather and Jessica who manage the shipping/production and retail teams. They, along with their fellow team members, carry on the values of the company and help deliver Elate's message to their customers.
So what sets them apart from the rest? For starters, their packaging. Often reusable, always recyclable, their collection features bamboo compacts that are as functional as they are beautiful. Many of their products are designed to be refillable, meaning that once you finish you finish your initial purchase, you can simply pop it out of the packaging, recycle the plastic component, and grab a refill of the product to put back into your bamboo compact.
Not only is their take on packaging a breath of fresh air, their cruelty free values are too. Their products are certified vegan, making them the perfect choice for animal lover’s such as myself. While more and more companies are taking on a cruelty free approach (yay!), Elate takes it a step further by also using fairly traded ingredients that are, as Alexandra explains, “cruelty free for animals, but also for people”. And, as the cherry on top, their formulas are all 100% toxin free!
So now that you’ve gotten to know Elate Cosmetics a bit better, where should you get started if you want to try their line? “My top 3 products are our original lipsticks, Fresh Tint Foundation, and new Brow Balm” says Alexandra. “Many of our products are also multi-use, such as the Brow Balm which can also be used on the lids”. You can swing by their headquarters at Bastion Square, right here in Victoria, to check out some of the goodies. Or if you’d prefer to see them in action, they’ll be getting our models gorgeous for Strike Midnight! Alexandra gave us an inside scoop on what we can expect to see; fresh faces, smudged eyes, and bitten lips inspired by looks like the ones seen on John Galliano’s models this season. Having seen the magic they worked at our Victoria Fashion Week launch event last year, I can promise you that you will not be disappointed with the looks they’ll be serving. And, one thing the Elate team loved about their previous experience working with VicFW? "The local makeup artists!" Alexandra said. “Everyone was super impressed by their talent, as well as their efficiency. They actually ended up being way ahead of schedule.” And as I'm sure you've seen for yourself, the models looked fantastic!
There are so, so many benefits to incorporating more natural brands into your beauty routine. I’ve made the switch myself, so I can say with confidence that you can expect to see an improvement in your skin’s texture and condition once it’s no longer weighed down by heavy synthetics. When you become more conscious of what goes into the making of your makeup, you’ll find a more mindful approach to your morning routine, which in turn can lead you to become more conscious of making sustainable choices in other areas of your life. And with an easily accessible local company that stacks up to (and exceeds) any mainstream brand found on the shelves of Sephora, there’s really no reason not to give natural a try.