Global investment management group Small Enterprise Assistance Funds (SEAF) has announced its first investment in the Philippines–Ellana Cosmetics Pte Ltd (Ellana Cosmetics), a fast-growing skin first cosmetics brand established by founder-formulator, Theresa Buenaflor, as a leading homegrown mineral cosmetics brand.
Ellana Cosmetics creates and distributes non-toxic, hypoallergenic, and non-comedogenic products specifically catering to the requirements of Filipina and Southeast Asian skin types.
From humble beginnings, Ellana Cosmetics started with foundation and primer products sold at a counter at a weekend bazaar in 2009. Today, the company has developed into a makeup brand that sells over 200 SKUs, including products distributed in more than 70 outlets.
Ellana Cosmetics puts customers at the heart of its products and customer experience. Through its digitally-focused campaigns, the company cultivated direct relationships with consumers, fostering conversations both online and offline to gather insights on their needs and challenges. Ellana then used this consumer feedback to develop and refine its product offerings and formulations. With this consumer-centric approach, Ellana has developed a strong and growing customer base.
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