With so many beauty brands out there, it's rare to see newcomers thrive on social media. But as of late, Elcie Cosmetics seems to be on everyone's radar, from our favorite vloggers to makeup artists, proving that cult status doesn't just belong to classic brands. Beauty Vlogger Desi Perkins was so impressed, she used it in one of her tutorials and makeup artist Alison Christian used it on her client, Meghan Trainor. It might come as a surprise considering this one has been around for just over a year and consists of two products, but it's all the more reason to give its marquee product, the Micro Silque Foundation ($45), a try.
Elcie Cosmetics didn't just come out of nowhere, though. Its founder, Lilit Caradanian, is best known in the makeup world and social media as @MakeUpByLillit. With over a million followers and 15 years of experience doing makeup, the MBA grad also teaches at her studio, Lilit's Makeup Studio in Sherman Oaks, California, which opened its doors in 2012.
And the entrepreneur didn't create one of the most buzzed-about foundations on accident. After talking to her clients and realizing there was too much confusion in the market, Caradanian carefully chose to launch her brand with foundation. "I started my line to create consumer-friendly products that work for everyone, regardless of skin type, age, and skin color," she tells us.
Keep scrolling to read our Q&A with Elcie Cosmetics founder Lilit Caradanian and shop the line.
BYRDIE: Why did you choose to launch your makeup line with a foundation, of all products?
LILIT CARADANIAN: I decided to begin with an essential part of makeup, the skin. I teach my students and clients how essential it is to have flawless skin before fabulous lipstick or fleeky brows. However, I soon learned that consumers are very confused by the overabundance of foundations on the market, and I don’t blame them—there’s luminous, mattifying, satin finish, full coverage, tinted moisturizer—and then comes choosing the right shade and undertone. That’s when I realized something was missing on the market: a universal foundation—a foundation that has a “one size fits all” concept.
BYRDIE: So you came up with Micro Silque Foundation, which has a unique formula. Tell us about it.
LC: When creating it, I knew exactly what I wanted. I wanted the most amount of coverage in the thinnest application possible, imitating an airbrush finish. I wanted to create something water-based that all skin types could use but added a very small amount of sunflower seed oil to ensure a smooth application. The Micro Silque Foundation also contains green tea extract, white tea extract, and vitamins A, C, and E to make sure even the most sensitive could use it. The formula also sets on its own, so you don’t even need to use powder.
After trying dozens of foundations, I realized color was another big problem. Some brands have a great product but not the right shades or enough shades. I learned from working with many skin tones that lighter skin tones need a neutral-based tone, medium tones need a more yellow/olive, and darker skin tones more golden.
BYRDIE: How do you recommend the everyday girl use the products in your line?
LC: If she doesn’t wear makeup, then she can just use The Glow Enhancer alone for its skin benefits and a glowy effect. If her skin is dry, she can add a few extra drops of The Glow Enhancer in her foundation to give it an extra boost of hydration.
BYRDIE: We hear there’s a primer coming out soon. Can you tell us what we can expect?
LC: Water-based primers are great and hydrating, but they don’t look as smooth as silicone-based. My primer has a very small amount of a silica-like ingredient to help smooth out the fine lines and wrinkles while hydrating skin and absorbing oil. It creates a soft-focus effect that looks great in pictures. It leaves the skin feeling matte but looking glowy, too.
BYRDIE: Is there a fourth product in the works you can tell us about?
LC: I am not quite done with the skin yet, so there are several items still in my hat that I can’t wait to show you guys!
Have you tried any of the Elcie Cosmetics products? Tell us what you thought in the comments!