Camila Coelho is undoubtedly a force in the beauty industry. The Brazilian influencer has amassed over 15 million followers across her social media platforms –where she regularly uploads tutorials on her favorite beauty looks and product reviews–and has worked with every beauty brand you can imagine, ranging from Skinceuticals to Kerastase.
Now, the widely-successful global entrepreneur is expanding her footing in the beauty space with the launch of her brand Elaluz, which means “she is light” in Coelho’s native language, Portuguese. For Coelho, celebrating your unique light and individuality is everything, which is why Elaluz is committed to creating mindfully luxurious beauty products that empower everyone to find their light and shine it out to the world. “There are so many things I'm grateful for that I've accomplished throughout the years that I never thought I could," Coelho says. "But my beauty brand is definitely my biggest dream coming true."
The lifestyle brand is set to offer skincare, makeup, and haircare must-haves. Launching with two products (a 24K Lip Therapy and Lip & Cheek Stain), Elaluz is available starting today on Elaluz.com, Net-A-Porter.com, and SaksFifthAvenue.com. We had the chance to chat with Coelho about Elaluz and she filled us in on everything you’d want to know about the brand. From her inspiration to the product’s sustainable packaging, keep scrolling to learn more.
Coelho has always had a penchant for beauty. She grew up playing with makeup, worked at a Dior makeup counter as a teen, and went on to become a makeup artist. “My grandmother was my beauty icon,” Coelho says as she reflects on her longtime affinity for makeup. “She was always done up, even when she was in the kitchen cooking for us. She was the first person who ever gave me a red lipstick and I took my passport photo at six years old wearing that lipstick. So, I grew up being this beauty lover.”
But, it was also during childhood that Coelho was diagnosed with epilepsy – a condition she opened up about for the first time this year. Her experiences with epilepsy as an adolescent left her feeling different and insecure. “I really was struggling to accept myself the way I was,” she says. “During those years, my makeup and the way I dressed really changed because I had a dark moment in my life, especially during my early teenage years.”
Over time, Coelho began to shift her perspective on the condition. “I thankfully came to realize that I needed to, instead of complaining, be grateful and be positive,” Coelho says. “And that was the only way I was going to get my light back to shine. And the moment I accepted myself as I was, my life started shining again. I came back to being this girl who was confident enough to play with makeup.”
The highs and lows of Coelho’s life have made her realize how empowering, transformative, and impactful beauty is. And her own intimate journey with beauty has served as the guiding force for her beauty line Elaluz.
Coelho’s approach to creating Elaluz’s products is simple: focus on the essentials. “No beauty customer shops from only one brand, so I didn’t feel like I needed to create a full line," she explains. "Instead, I focused on my must-haves that I really believe in, the ones that help me bring my beauty from the inside out.” Each month, Elaluz will be releasing one to two products that are all designed to make getting ready easy and effortless.
For the brand’s debut, Elaluz is focusing on lips. First up in the product lineup is the 24K Lip Therapy ($28), a multi-tasking lip treatment that coats your lips with rich hydration. It features a potent blend of antioxidant-rich 24K gold and four ultra-nourishing oils and butters that leave your lips feeling softer, smoother, and healthier. “I was very specific about the formula here because I wanted a product that was deeply hydrating, could work as a lip mask overnight and was also very comfortable for you to wear every day on the go,” Coelho says.
The lip collection also includes a red Lip & Cheek Stain ($34). With inclusivity being a top priority for Elaluz, Coelho wanted to create a shade of red that flattered every complexion. The result? A deep, universal red that gives lips a just-bitten look and cheeks a natural flush. The multipurpose stain is also buildable, so you can lightly apply it for a sheer tint or layer it for a bolder look. Infused with coconut water, guarana extract, and prickly pear extract, this lip stain will also deliver intense moisture to the places you apply it.
On September 8, Elaluz made its skincare debut with the release of their All Day Beauty Water ($49) and Beauty Oil ($55).
The All Day Beauty Water is a versatile mist that can be used to prep your skin, set your makeup, or refresh your face throughout the day. It's crafted with Brazilian guarana, papaya extracts, and buriti and bataua Oils, which tone, refine, and hydrate the skin. The mist is also enriched with refreshing essential oils including Eucalyptus and Rose.
The Beauty Oil is infused with 100% plant-based and skin-conditioning Brazilian oils like cacay, buriti, cupuacu, and andiroba. The oil is designed to leave the skin instantly smoother, softer, and more radiant. The brand recommends applying the hydrating serum twice a day to clean, dry skin.
When she began to think of product formulas, Coelho turned to her home country for ingredient inspiration. “One priority for Elaluz was to explore what my country Brazil has to offer,” she says. “We're so rich in agriculture. And, you know, as a Latina and as a Brazilian, I wanted to have these very special ingredients that a lot of times so many brands don’t use in our products.” All of Elaluz’s formulas boast high-performance Brazilian superfoods with pure, efficacious oils and extracts from fruits, nuts, and plants with none of the 1,600 known toxins banned by the EU or other suspect ingredients. One of the standout Brazilian ingredients Elaluz uses is Guarana Extract, a Brazilian plant native to the Amazon basin that has antioxidant and antimicrobial properties. The products are also infused with indulgent scents reminiscent of Brazil, including uplifting notes of fresh tropical fruits, like coconut, papaya, and apple.
In line with the brand’s mission to be mindful, every formula is also made without parabens, sulfates, phthalates, PEGs, TEA, DEAGMOs. Elaluz is also cruelty-free, gluten-free, vegan, and Leaping Bunny certified.
Sustainability lies at the heart of Elaluz’s values. “Sustainability was really important for me too. Although we're a luxury brand, we are mindful,” Coelho says. Elaluz’s international, female-led design team was able to create elevated packaging with minimal impact on the Earth. The brand also opts for recyclable, reusable materials when possible, and FSC-certified boxes, if boxes are needed at all.