One look at Brazilian bombshell Camila Coelho and you want to know all of her beauty secrets. But the 32-year-old is so much more than a pretty face: she’s an entrepreneur, a fashion designer, a social media influencer, a fitness enthusiast, and a former Forbes “30 Under 30” honoree. Today, Coelho launches her new clean beauty brand Elaluz—new products will be dropping every month—and we’ve got the inside scoop from the founder herself.
What inspired you to create your own brand?
I have loved beauty for as long as I can remember. As a little girl, my favorite thing was playing with makeup, and as I grew up, I worked at a makeup counter and eventually as a makeup artist. I was able to see the power of beauty firsthand, and how it can transform you from the inside out and empower you. From that moment on, I knew I wanted my very own beauty line, and I am so excited Elaluz is finally here.
What does Elaluz mean?
Elaluz means “she is light” in my native language, Portuguese. It is designed to capture the energy, warmth and confidence that comes from individual light, and amplify it outward.
What products are you launching with, and what do you plan to add to the collection down the line?
Elaluz is first launching with my lip products, which are the Lip & Cheek Stain and the 24K Lip Therapy. The Lip & Cheek stain is a lightweight, coconut-infused stain that gives lips and cheeks a natural flush. The 24K Lip Therapy is a hydrating treatment that leaves my lips looking and feeling softer, smoother and healthier. Both contain rich, hydrating ingredients from Brazil—we’ll be using Brazilian ingredients throughout the whole collection. I will eventually be launching products in the makeup [Coelho teased that a lip liner is in the works!], skin care and hair categories!
Have you always been obsessed with beauty products?
Yes! I have been obsessed with beauty products ever since I was a little girl when I would play with my Grandmother’s makeup. She gave me my first bold, red lipstick right before I took my passport photo at 6 years old (and I really wore it in my passport photo!). I remember getting in the car as a girl, putting makeup on and asking my mom if my lipstick was still on right before we got to where we were going. I would barely move my lips when I asked her because I didn’t want to mess anything up.
What beauty products (aside from your own) are you loving right now?
I am LOVING the Shiseido Synchro Skin Self Refreshing Concealer because it feels so lightweight and natural, and I only put it on areas that I feel need coverage. I pair it with my Lip and Cheek Stain to give me a natural look. It covers well, blends amazing and is perfect when you don’t want a full face. I also love the NeoStrata Gel Plus for my skin. I find that it has helped control the texture of my skin and keeps my pores tight. The Mizani Edge Control Taming Gel is the best product for styling my sleek, low bun. I get a lot of questions on my Instagram about how to style my sleek, low bun, and this taming gel is my secret trick. The Retinol Infused Eye Mask from KNC Beauty is great for my dark circles and spots. Fun tip: I put it in the freezer before use when I need extra help with depuffing!
Who are your beauty icons?
My number-one beauty icon is my Grandmother. She was always done up and had the best energy that she shared with everyone around her—she really taught me the importance of beauty from within. Diane Von Furstenberg is also so effortless in her beauty, and I find that to be inspiring. I believe beauty is natural, and she is the type of woman who owns her natural beauty. She has a bold, inner strength that translates into her confidence, and I have always admired that about her.
You’ve been really open about your nose job, which we really appreciate! Why did you want the procedure, and how was your experience?
For me, I didn’t like the shadow in my nose and it bothered me for years, so I made a subtle change. It was important to me that I still felt like I was keeping my genes and not completely transforming my face. I contemplated the decision for over three years because I wanted to feel like I had really thought it out and knew it was the right choice for myself. My experience was great—I was comfortable with the decision, my doctor understood exactly what I was hoping for, and I then was able to be transparent in sharing this part of my journey with my followers. It was important for me to be honest in opening up about my experience online, and the feedback was so positive.
Have COVID and stay-at-home orders changed the way you think about beauty in general?
Yes! Throughout the years, my makeup journey has changed. I wore a lot of makeup in my 20s. During quarantine, I find that I am wearing less and less because I don’t need a full face every day while I am at home. I use concealer and my lip tint, and I am camera-ready. This time has made me more practical with my makeup look rather than seeking out perfection with a full face of makeup. Less is more! When things go back to normal, I don’t think we will need to get done up every day how we once did.
Have you made any adjustments to your other routines?
I used to travel so much and never was able to truly prioritize my sleep schedule—and the one thing I love is sleep. During this time, I’ve been able to focus on my sleep and ways to be more mindful, maintain a routine and prevent myself from becoming overwhelmed. I think I will travel less than I did before and reconsider whether I have to leave the house for meetings if they can be done virtually. Of course, I love the face-to-face interaction, but I am realizing that we can all save more time and added stress if some meetings adjust to virtual meetings.
I’ve also been doing virtual workouts with my trainer Danny on my IGTV. I love all of the various series: legs, abs, glutes, arms, you name it.