Earlier this month, the incubator launched a cosmetics company, One/Size, with Filipino beauty influencer Patrick Starrr. LBP unveils today Elaluz, a beauty and lifestyle company created in partnership with Brazilian influencer-entrepreneur Camila Coelho.
“I’ve been a makeup lover, a beauty lover since I was a little kid,” Coelho told Beauty Inc via phone. “I got that from my grandmother, who was always done up — even when she was in the kitchen cooking for us. She was the first person who gave me a red lipstick when I was only six years old.
“[Elaluz] is one of the smallest teams we have within the LBP world, but it’s OK because I’m versatile. I like to hire versatile people,” Maul said. “For me, it was who can understand luxury, who can understand product, the mindful luxury value — clean formulas, sustainable packaging, but still luxury — and digital because it was such a strong aspect of what we’re doing.”
“[Elaluz] has a lot of legs to be a really big brand because it’s not necessarily pigeon-holed in just one area,” Finger said. “It has a lot of capability.” Elaluz will release new products on the first Monday of every month. Forthcoming drops until the end of the year fall within the makeup, skin-care, hair-care and accessory categories.
Coelho said she was conscious of hiring women of color for her brand and campaigns. The design team is led by women, most of whom are women of color, she said, adding, “It’s part of our DNA — inclusivity, sustainability, transparency.”