Our Vision, Mission and Core Principles - Ellana Cosmetics

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Our Vision, Mission and Core Principles

Our Vision, Mission and Core Principles


A universe where Beauty does more. 
Redefine beauty. Do more with less. Be good, do good. Make impact beyond beauty.


We co-create life-changing, high value experiences driven by love for people and planet.


What we believe, that guides what we do and who/how we are.

PEOPLE COME FIRST. People are beautiful: inherently good, intrinsically valuable and worthy. We relate to, care and protect people as people. People have the power to make a beautiful universe.

WE LOVE THE UNIQUENESS OF EVERY INDIVIDUAL. We express genuine care for each person. Each person belongs, we are a family. All perspectives matter-no one person knows all.

WE CARE FOR ALL FORMS OF LIFE. Our products, processes and practices have an impact on the environment. As such, we seek and select the most viable, no impact or less impact option. We work with principled partners.

WE ARE HAPPY. We approach life with a sense of joy and laughter. We share this happiness with all: customers, team members, leaders, business partners...

WE VALUE COURAGE. It takes courage to take risks, to try new things, to speak up, to give way, to listen to the truth, and to take action. It takes courage to co-create with people. It takes courage to know yourself truly-to humbly seek guidance and support.

THE TRUTH IS DATA. We provide reliable information. We depend on data to make good decisions. We trust each to speak plainly, without embellishments or oversimplification.

WE PURSUE EXPONENTIAL GROWTH. We are brilliant at the basics and we strive to surpass the status quo. We support each other’s growth. We work towards a beautiful future for people and the planet.

WE CO-CREATE: DO THINGS TOGETHER. We work on win-wins. When we work together, we're 130%, all in. Together, goals are easy to achieve. The load is lighter. It's fun and we grow together.

WE DO GOOD AND CONTRIBUTE TO SOMETHING GREAT. We do what's right and what we promise. We focus our energy and resources on what is high impact, life-changing, and high value.


Love Balloon Photo by Mandy von Stahl on Unsplash


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