Leave it to Camila Coelho to successfully launch a beauty brand in the middle of a global pandemic. The Brazilian fashion and beauty star who has amassed over eight million followers on Instagram dropped her line Elaluz, which translates to “she is light,” in August and it has only gone uphill from there.
She first introduced a luxurious Lip and Cheek Stain, Lip Therapy featuring 24 karat gold, a plant-based Beauty Oil, and a hydrating All Day Beauty Water. Then, the mega-influencer followed the release with an instant volume Dry Texture Finishing Spray, a stunning Brazilian Goddess Eyeshadow Palette, and just in time for the holidays, a Lip Luxuries Set along with a Nourish & Glow Holiday set.
It’s incredible what’s she’s been able to accomplish in only a few months, but it all actually started two years ago. There were plenty of building blocks before Coelho had a full collection that she could share to the world. Whether it was diving into the Lancôme labs to get insight on how to develop products of her own to drawing classic beauty inspiration from her grandmother, Coelho managed to put all the different pieces of the puzzle to create the items her followers are enjoying today.
Despite being an incredible businesswoman, Coelho still learned so much from the process of creating a beauty brand. In her Forbes interview below, she shared everything that she went through including behind-the-scenes stories that made all the hard work worth it. The best part is, this is certainly only the beginning and you can expect more products to come in the future.
Isis Briones: Why exactly did you decide to launch Elaluz?
Camila Coelho: “I’ve been a beauty lover since I was a little girl and I mean very little girl. I’ve always been playing with makeup, overly brushing my hair. When I was six years old, I started putting on this red lipstick that my grandmother gave to me. Through the years as a teenager, I decided to get a job at a makeup counter selling makeup with Dior and it was then that I really found my passion of working with makeup and people, so I decided to become a makeup artist.
I realized how transformative and empowering beauty was. From being a makeup artist, that’s when I found YouTube and how I got into social media as a hobby to start, of course. Then, it became my career and I’ve been dreaming about my beauty brand for a long time. It was a matter of timing and getting more experience in the beauty world meaning I wanted to collaborate with certain brands first.
For instance, I worked with Lancôme and I was actually able to develop the products with them, which was the lipstick. I went to the lab and I had the full experience. I wanted to have that before actually doing my own. The dream started years