Ellura Beauty

Ellura Beauty is here.

If you've known me as the woman behind the chair, this is what's been growing alongside that work — a botanical beauty brand rooted in where I come from. My grandmother still tends to her garden in St. Croix. My roots run through the U.S. Virgin Islands, Dominicia and the Gullah Geechee soil of Beaufort, South Carolina. Ellura Beauty carries all of it.

The name is an anagram of my middle name, Allure. It means an adviser who offers wise guidance - and that's exactly what I want this to be. As a licensed cosmetologist and cosmetic science student, I'm bringing the science and the tradition together, so beauty finally knows where it comes from.

I'd love for you to follow the journey. Full story on Substack (link in comments) — and thank you to everyone who's watched me get here.