About us

Our Purpose

We exist for one reason, to give Indians makeup worthy of them: High-grade, High-performance, and safe for acne-prone skin. India has every skin tone and every climate, yet most international formulas weren’t built for our heat, humidity, and long days. At Elayne every product is designed to perform in real Indian conditions while staying non-comedogenic and inclusive of every tone, undertone, and texture. Because makeup should make you feel bold, empowered, and completely yourself, never like a compromise.

What we stand by

Elayne is built on values we don't negotiate on. Every ingredient we use is ethically sourced. Every product we make is non-comedogenic, cruelty-free, and carmine-free. We don't follow the market, we serve our community by solving real problems it has been ignoring for too long. Innovation isn't optional for us; it's the baseline. If a product doesn't solve something meaningful for indian skin, it doesn't make it to the shelf. We believe beauty should empower everyone who uses it and that starts with making sure what goes on your skin is something you can feel genuinely good about.

Non-comedogenic (acne safe)

As a founder, I spent years struggling with acne and searching for makeup that wouldn’t make it worse, especially at an affordable price in India. It didn’t exist, so I created Elayne. Every product we make is non-comedogenic and designed to avoid clogging pores or triggering breakouts. If you have acne-prone skin, this brand was built for you. If you don’t, you’re still getting makeup that’s cleaner, safer, and better for your skin.

- Shatakshi, Founder

High-Grade makeup

We take formulation seriously. Every ingredient in Elayne is consciously chosen and ethically sourced from trusted suppliers that meet high standards of quality and safety. We use premium materials, machines, and manufacturing partners to ensure every product performs exceptionally. This isn’t mass-produced makeup, it’s thoughtfully crafted from formula to finish, with genuine care in every detail.

Carmine free & Cruelty free

Carmine is a widely used red pigment derived from cochineal insects, something we at Elayne choose not to use. All our pigments are ethically sourced and free from animal-derived ingredients. Beyond that, Elayne is completely cruelty-free, from sourcing to manufacturing to testing, no animals are harmed at any stage. This isn’t a marketing claim; it’s a standard we commit to in everything we create.