This profile is part of the Glossy Pop Guide to Influencer-Founded Brands, covering the fashion, beauty and wellness companies started by people who built their careers on social media. More from the series →
Camila Coehlho’s love for beauty stemmed from her upbringing in Brazil. The energy of her home country also inspired her to begin creating content. Coelho launched her YouTube channel in 2010 as a way to share makeup tutorials with friends. To her surprise, her following grew quickly; Coelho now has more than a million subscribers. Since working at Dior’s makeup counter, Coelho had dreamed of creating her own makeup brand. In 2020, her dream became a reality with Elaluz. Elaluz’s mindfully luxurious products include a tanning face oil, a self-tanning mousse, a beauty oil and a bronzer, among others. Its stick bronzer with camu camu won an Allure Best of Beauty Award in 2021.
Who: Camila Coelho (Elaluz)
Platform: Instagram
What are you known for & how did you get your start?
My career as a content creator stemmed from a deep love of beauty that started when I was growing up in lively, energetic Brazil. I followed my passion and became a makeup artist and began creating YouTube makeup tutorials for friends, which is where my following began to grow. From there, I began to work with incredible beauty and fashion brands and developed the platform I have today!
What’s the brand: All things beauty — makeup, skin care, hair products and more
Find it: Elaluz.com, Ulta Beauty, Revolve.com, Net-a-porter.com, Saks.com
Why did you decide to bring a brand into this crowded marketplace?
I’ve spent 10+ years trying every brand on the market, narrowing in on my all-time favorites for the warm, glowy look that I love, but I didn’t feel like the current market had nailed it just yet. I wanted to create a collection of products hyper-focused on giving that glow vis-à-vis skin care AND makeup! We brought to life this idea of a full-spectrum bronze that could warm and light up the skin in a dimensional way — more than just a flat-toned compact. That’s where the brand is heading, and we’re so excited!
What makes the brand different?
The Brazilian ingredients thoughtfully woven throughout every single product are definitely a highlight. These ingredients boost every product to help achieve glowing skin, from the Beauty Oil to the Liquid Bronzer.
Best seller: Stick Bronzer with Camu Camu
To read the rest of The Glossy Pop guide to influencer-founded brands, click here.
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