When Camila Coelho introduces a product, it’s not without some testing, anticipation and some solid self-editing.
“I’m so glad that we waited and perfected it,” the Elaluz founder shared with us earlier this summer regarding her sun-kissed Better for You Bronzing Collection—which launched with the Stick Bronzer with Camu Camu and Cali Queen Face Palette at the end of July—and includes some very close-to-Coelho’s-heart ingredients like the vitamin C–packed Amazonian fruit of camu camu, antioxidant-rich guarana and hydrating cupuacu.
The uncomplicated duo not only delivers good-for-your-skin superfoods and a believable level of radiance (think a blendable and buildable “glow” that’s easy to adjust, easy to remove, and can be used seamlessly on both the face and body), but also marks the brand’s first foray into Ulta.
And the fanfare doesn’t lie: The Stick Bronzer already sold out on the brand’s site (all three shades were gone in 38 hours), and the waitlist hit more than 2,000 that same week—with consumers completely depleting Ulta’s web stock meant for two-to-three months in the first day.
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