Hi loves! I heard about this brand new all-natural, straight to consumer shampoo and conditioner system and thought it was cool enough to share. What made me so interested in ELEVYNN is that it has complete transparency about the source and function of all the ingredients they use, and don’t include mineral oils, sulfates, silicones, parabens, or phthalates. They actually use my bae the EWG Skin Deep cosmetics database ratings to determine the harmfulness (or rather, harmLESSness) of all the ingredients they use. I’ll be trying it out on my hair in the next week or two, so make sure you come back and check for my review – in the meantime, here’s some more info about the brand!
We’re Troy and Santana, the co-founders of ELEVYNN! We are both 29 years old and work full-time in the finance and fashion industries in New York City, respectively. We are complete opposites in many ways, male vs. female, analytical vs. creative. But that helps us keep each other in check, which is exactly what you want a business partner to do.
Tell us about your business
We first got the idea for ELEVYNN after constantly hearing our friends and family complain that the best beauty products were often so expensive. From day one, we knew we wanted to create a quality product like you would find at a high-end beauty store, but with the price tag of a product you would find at a drug store.
We also were aware of the lack of transparency in the beauty industry where brands are virtually unregulated by the government, meaning they can put harmful ingredients in their products and then market them as “safe” or “natural.” Unlike other beauty brands, we define every ingredient we use and choose ingredients based solely on their safety. We are trying to bring transparency to the beauty industry because we truly believe people have the right to know exactly what they are putting on their bodies.
What does ELEVYNN mean?
Our name is a creative spin on the number eleven, which in numerology symbolizes the potential to elevate the human experience and spirit to its highest point. As a brand, we are trying to elevate those in our community and inspire them to live their fullest and healthiest lives. That’s why we are concerned with ingredient safety, why we donate a portion of all sales to a local charity that helps inner city youth, and why we have a blog called ELEVATIONS that spotlights inspiring people in our community.
Where do you find inspiration?
We were inspired by listening to our friends and family talk about what ingredients and qualities they liked most and least in certain products. As we develop more products, our community is going to be our go-to resource for deciding what to create next. We also knew that packaging was such a huge part of how people perceived your brand, so we also listened intently to what they had to say about the packaging characteristics that enticed them the most. A lot of natural products are granola-y, and we wanted to keep our products minimalist and chic.
What is your favorite product in the collection?
We currently only sell our Neroli jasmine Cleanser + Conditioner System, which is a two-part hair regimen…so that’s our favorite! It took us over one year to develop, and is made of rich ingredients like avocado oil, argan oil and amla. We decided to fragrance the formulas with neroli and jasmine essential oils because they are two of the most exotic and expensive oils in the world. The goal was to make our Cleanser and Conditioner something you could not find in stores.
What is one piece of advice you have for minority entrepreneurs who want to start their own businesses?
Don’t let lack of money be an excuse for not starting your business. The beauty industry is expensive to break into mainly because of research and development costs, but we were able find creative ways to raise the money we needed. We took up part-time evening and weekend jobs, sold personal belongings and stretched our disposable incomes. Eventually we were able to save enough to kick-start our business without going into debt.