Elate Beauty Brings Kindness and Intention to Beauty
Photo: Elate Beauty
Elate Beauty was created around a simple belief: beauty should help you feel good, not pressured, overwhelmed or wasteful. Founded in 2014 by beauty industry veteran Melodie Reynolds, Elate set out to challenge the excess and unrealistic standards that dominate cosmetics.
By focusing on intention, inclusivity and low-waste design, Elate offers a more thoughtful approach to makeup, and that’s why they’re today’s Seeing Green Solutionist of the Day.
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What Elate offers
Elate’s product line is intentionally curated to support a simpler beauty routine. Instead of endless product launches and trend-driven must-haves, the brand encourages a capsule approach, with refillable and reusable makeup essentials designed to be used and loved over time. The goal isn’t to own more, but to choose better, creating a beauty bag that feels personal, practical and uncluttered. Elate also reframes everyday makeup routines as small rituals of self-care, emphasizing intention and confidence over perfection or performance.
Less waste starts with how we buy
A big part of Elate’s philosophy is mindful consumption. With cosmetics contributing significantly to global waste, Elate encourages customers to buy only what they need and replenish when products are truly finished. This approach helps reduce clutter, saves money and keeps unnecessary packaging out of landfills. It also reframes beauty as a routine built on care and intention rather than impulse.
Ingredients you can feel good about
Elate’s commitment to sustainability extends to what goes into its products. All Elate makeup is 100% vegan and cruelty-free, with more than 75% of ingredients certified organic. When organic certification isn’t possible, the brand prioritizes fair trade sourcing to support safe working conditions and fair pay for farmers. It’s an approach that balances environmental care with respect for the people behind the ingredients.
Packaging that doesn’t leave the work to you
One of Elate’s most distinctive features is how it handles packaging. Small cosmetic components often don’t get recycled, even when they’re technically recyclable. Elate takes responsibility for that challenge by designing packaging that’s reusable, recyclable or even plantable. Customers can also send empty packaging back to Elate for free, allowing the brand to refill or recycle it properly. The result is a system that makes low-waste beauty easier, not more confusing.
Why it matters
Beauty products may seem small, but together they add up, shaping both environmental impact and how people feel about themselves. As a certified B Corp with Leaping Bunny and Beauty Without Bunnies certifications, Elate shows that beauty can be inclusive, ethical and low-waste without losing its sense of joy or self-expression. By choosing kindness over excess and intention over impulse, Elate helps make everyday beauty routines part of a more sustainable future.