Ellana Mineral Cosmetics: A Filipino Modern Solution to Local Makeup Problems

July 16, 2020

The beauty industry, as Forbes describes, is a continuous journey of exploration. Consumers are constantly looking for ways and brands to reinvent themselves. For the average Filipino makeup buyer, the options are either oily bases or ultra-pigmented colors and heavy formulations from international brands; none of which are ideal in this climate. The trademarked Ellana Mineral Cosmetics, one of the most popular local makeup brands currently, sought to address this prevalent issue by creating a makeup line by a Filipino for the Filipino. 

The brand’s journey began in 2007 when one of Ellana’s founders Theresa Carbonel-Buenaflor created their now-signature Ellana Loose Mineral Foundation for her friend Coney Avellana. Avellana needed makeup for her sensitive skin that could also withstand the metro’s weather. Usage of mineral makeup would have been ideal for this kind of skin, but in the country, that kind of cosmetics was expensive, not widely available, and offered a limited number of shades. The capitalization of this fact became the catalyst for the development of Ellana’s healthy mineral cosmetics. 

Eventually, the enterprise decided to protect its intellectual property rights in 2016 by trademarking their logo and their Mineral SkinShield formula. Ellana Mineral Cosmetics saw exponential growth in the past few years because of the power of digital marketing and e-commerce. The brand awareness that the internet paved for Ellana were both educational for its consumers and, of course, profitable for the enterprise. 

“Trademarking our brand and our other claims like Mineral SkinShield enables us to include these marks as part of the company’s tangible assets. It also allows us to protect our brands from copycats and sound-a-likes not only in the Philippines but globally as well,” Ms. Guita Gopalan, Ellana’s Chief Customer Experience and Revenue Officer, explained. “If you are serious about your business and growing it, you should trademark at least your logo.” 

Ellana Mineral Cosmetics offers makeup and skincare specially designed by their in-house research and development team to fit the Philippines’ tropical climate. Additionally, the brand utilizes colors that are Filipina hues; , keeping in mind the importance of blending and undertones while not forgetting sensitivity and even potential skin-clearing effects. Whether you are a person with kayumanggi skin or someone with a lighter and cooler tinge, Ellana has ensured the accommodation of Filipino skin colors.

“When we formulate products, we listen to our customers and seek to address problems they face when it comes to their skin’s needs,” Ms. Golapan explains. The incorporation of the Filipino value of malasakit, where the usage of skin-friendly, environmentally-friendly, and cruelty-free ingredients are at the core of the operations, she reveals. “We believe we can do more with cosmetics – make it better for customers and the environment. We believe our customers care about more than just the functionality of the product and care about its effects on themselves and the environment,” Ms. Gopalan adds, explaining the brand’s commitment to the “Ellana Promise."

Surprisingly, the maintenance of the brand’s formula is easy. The current challenge that the brand faces is the push towards more sustainable packaging. The application of this might result in higher prices; and Ellana, as a neutral customer would put it, is in the crossroads of affordability yet chic.  

Ellana Mineral Cosmetics is indeed the modern Filipino’s demand for affordable, reliable, and any-weather applicable makeup and skincare. One look at its peachy pastel and rose gold themes would immediately foster a sense of lightness and elegance. More than that, it has created something that not only took account of commercial possibilities, it took into account the constant battle of Filipinos in the face of heat – a clumped up and cakey base, oily finish, and less than appealing choice of colors. In this regard, careful understanding became a key to success.