Ellana Cosmetics

Ellana Cosmetics is a clean beauty brand specializing in vegan and cruelty-free skincare and makeup products tailored for diverse skin types. Founded in 2007 in Makati City, Philippines, Ellana Cosmetics offers a range of skincare and makeup solutions. The company underwent a pivotal transition to focus on clean and ethical beauty products. The CEO is Diego Buenaflor, with Theresa Carbonel as the founder.

Ellana Cosmetics raised USD 500,000 in Seed funding from SEAF on December 27, 2019, marking the only funding round to date, with a total amount raised of USD 500,000 and a current valuation of USD 5. 556 mn. Ellana Cosmetics specializes in clean, vegan, and cruelty-free skincare and makeup products designed for all skin types. The product line includes moisturizers, toners, serums, and cleansers that address various skin concerns.

Key products include the Stay Fresh Moisturizer and the Flower Power Toner essence. The brand prioritizes eco-friendly ingredients and caters to socially conscious consumers, primarily selling in the Philippines while expanding internationally. In 2023, Ellana Cosmetics reported a revenue of USD 0 mn and an EBITDA of USD -392. 2.

The company generates revenue through direct-to-consumer sales on its online platform, with strategies in place for larger order discounts to incentivize purchases, emphasizing accessibility while maintaining a premium appeal. Ellana Cosmetics plans to launch new skincare products and expand its market presence beyond the Philippines into other Southeast Asian countries by 2024. The recent Seed funding of USD 500,000 will support product development and marketing initiatives aimed at reaching these new markets, enhancing the brand’s visibility and customer base.