In 2007, our founder Theresa Carbonel was approached by her good friend Coney with a challenge: create makeup that was intense in coverage, but gentle on skin. The result was the Ellana Loose Mineral Foundation, which uses mineral ingredients to create poreless perfection, while keeping the skin underneath comfortable and healthy.
Coney absolutely loved our Loose Mineral Foundation, and so did the women she shared it with. Soon, Theresa was fielding orders from online forums, blog sites, and bazaars. It was clear that women really needed--and wanted--a healthier makeup option that offered full, flawless coverage.
In response, Theresa would expand the line to embrace a wider array of makeup products, all featuring skincare actives. Today, the Ellana Cosmetics brand offers skincare-infused primers, setting sprays, and color cosmetics, as well as specialty products for makeup artists and enthusiasts (lash glues, brush cleaners, etc.).