Formulation Philosophy

More Than Skin Deep

L’ÉLU’s gentle, yet effective Ayurvedic formulations cater to the needs of those with melanated skin and hair, by carefully selecting heritage botanicals that provide efficacy and synergy to safely care for people of colour.

Our Core Elements at L'ÉLU

· Transparency · Inclusivity · Efficacy · Synergy ·

We believe in Transparency

Looking after melanin-rich skin & textured hair, we continuously strive to educate our community on the dynamic results of our ingredients and formulations.

This in turn translates to building trust and guiding our community to make informed choices that serve them to their highest well-being.

Full ingredient disclosure & transparency is available on both our product labels and Ingredient Spotlight.

Inclusivity – We embody Gender-Neutral x Melanin-Rich Skin & Hair Care

Our formulations cater to melanin-rich skin & hair – having specific needs, we aim to bridge the gap, by providing and attending to the functionality of melanocytes at their core.

Our selected botanicals are mindfully chosen to protect and prevent common concerns experienced by melanin-rich skin & hair.

Efficacy – We do not compromise on Performance

The delivery system of our selected botanicals is as important as safety. Our formulations undergo various testing stages before approval to ensure performance, delivery & safety of use on skin & hair.

Our process to achieving efficacy involves meticulous attention to the quality of our botanicals, the quantity used, the formulation itself, and the traditional process/technique we opt for.

Synergy – We treat formulating as an Art & Skill.

With carefully selected botanicals specific to melanin-rich skin & hair we have ensured to take a combined approach, whereby our chosen ingredients mutually enhance efficacy than in their singular form.

Our trajectory focuses on pairing efficacious ingredients in specific formulations and utilizing the correct process to achieve performance, safety, and synergy.

Rooted in Ayurveda x Powered by Modern-Day Alchemy

Approach

We take a rigorous and thoughtful approach to developing high-quality, high-performance, and safe products. With us, safety is expected and is a given.

Formula

Our products are formulated with 4 core principles which enable us to create elixirs that are as rich in wisdom, technique and tradition, as they are in transparency, inclusivity, efficacy, and synergy.

Ayurveda

Rooted in Ayurveda, our formulations take a traditional practice, whilst honouring ancient wellness principles and indigenous knowledge.

Powered by Modern-Day Alchemy, our thoroughly researched ingredients give way to merging traditional Ayurvedic wisdom and modern research.

Ingredients

Harvesting our ingredients at the peak of their potency, our methods involve taking a mindful & slow approach to preserve the efficacy each ingredient holds, to achieve a healthy equilibrium of high-performance and gentle delivery to both our skin and hair. Our artisanal techniques are intentional and powerful.

All formulations are created by our founder.