Brazilian Influencer and former makeup artist Camila Coelho has launched a new beauty line with Luxury Brand Partners called Elaluz, which translates to "she is light" in Portuguese, her native language.
Coelho has a few collaborations on her resume, including a lipstick launch with Lancôme and an eponymous clothing line with e-tailer Revolve. This, however, is her first beauty company. It's launched with a lip and cheek stain and a hydrating lip treatment. The products are formulated with guarana extract and cupuacu seed butter, a nod to Coelho’s Brazilian heritage, and all are free from parabens, sulfates, phthalates, PEGs, TEA, DEA, GMOs and artificial fragrances.
“I’ve been a makeup lover, a beauty lover since I was a little kid,” Coelho told WWD. “I got that from my grandmother, who was always done up — even when she was in the kitchen cooking for us. She was the first person who gave me a red lipstick when I was only six years old.”
“When you think of fashion, we say every girl should have an oversize blazer, perfect denim or a good, white button-down shirt,” Coelho said. “The products I’m creating in the beginning are products that throughout the years, I’ve worn over and over again. A lot of them men can wear, too. My husband is addicted to one of our products right now.”
Elaluz will release new products on the first Monday of every month, and future launches will be under the makeup, skincare, haircare and accessory categories.