This Clean Beauty Spotlight features Elle of NEWT by elle, a beauty brand that focuses on 100% natural ingredients, sustainability, and affordable luxury skincare. Read on to discover Elle's journey starting this brand, why it shares its name with a semi-amphibian, and how she's achieved that unreal glowy skin.
What values do you have that you believe you carried into your brand and company?
Research, writing, and volunteering in sectors of environmental sustainability, social justice, development, and fair trade have always been of importance and values of mine as an individual. The experiences of being active in these sectors have definitely impacted and helped to shape the brand NEWT by elle, from sourcing organic/fairtrade ingredients with low environmental impact to working with local artists, and designing biodegradable/recyclable/reusable packaging.
What inspired NEWT by elle?
The quality of natural ingredients we consume or put on our skin has always been an interest and priority of mine. When starting NEWT by elle, we wanted to create a product that was versatile, natural, but still very luxurious.
In my mid-twenties, it was brought to my attention that I had some severe sun damage from not looking after my skin when I was younger. Treatment was quite expensive and invasive. We came across Marula Oil, which has a high concentration of Vitamin E, antioxidants, and omega fatty acids that help to repair the skin from sun damage and started mixing formulas.
Our final product (and still today our bestseller), the Marula Rosehip Gold Facial Oil is nourishing, luxurious, illuminating, and pure. The name NEWT by elle is inspired by the semi-aquatic amphibian, the newt. A newt creates a silky outer layer that helps to keep their skin moist and nourished but also doubles as a defensive mechanism making it hard for their predators to catch them. A newt’s variety of vibrant neon hues continues to inspire our photography and design.
What’s your favorite part of creating your products?
To put it simply, my favorite part of creating a product is everything. The process of designing and creating labels, packaging, photoshoots, web design, online marketing, meeting our customers - each creative element is so enjoyable and keeps our schedule constantly changing. Mixing and experimenting with new formulas has become a type of meditation for me, my alone time.
What has been your most exciting moment with NEWT by elle so far?
Really the most exciting moments are when we are with our customers and they are exploring our products, and trying them for the first time. The collection really speaks for itself, and when we are able to see the reaction first-hand, this really is a brilliant and exciting moment for both of us. I run the business with my partner and we do many shows and markets together, this is always a time we really enjoy because we do not have a store-front, this is our time to have that one-on-one interaction with our clients and community.
What was your biggest hurdle in creating your own skincare line?
I think the biggest hurdle of creating or starting your own skincare business or business in general - for us was the beginning stages we wanted to be working for NEWT full-time, as every extra hour we had apart from our full-time jobs we were dedicating to NEWT. Eventually, my partner and I decided to both go part-time at our existing jobs and dedicate the rest of our hours to the business. The skincare industry is also very competitive and saturated, we just wanted to be true to ourselves, and our product, and let the quality speak for itself.
What advice do you give to people wanting to start their own business?
The advice I would give to those starting their own business would be to not rush the process. There will be other companies creating similar products to you, but trust your ideas, and process, and creative path. Instead of looking at them as competitors, consider them community. Learn from them, collaborate with them, share your lessons, and struggles with them. Never compare your success to someone else’s success.
What is your favorite beauty ritual that leaves you looking and feeling naturally beautiful?
Nothing but NEWT! I am not being biased (hehe), but this is truly the best feeling. After I wash my face in the morning I will apply our Marula Rosehip Gold Facial Oil (which is my personal favorite), it absorbs quickly leaving the skin feeling supple and nourished with earthy energizing scents of sandalwood, grapefruit, juniper berry, and anise. If I am heading out somewhere I will mix our facial oil with Drunk Elephant’s d-bronzi Sunshine Drop, and perhaps a hint of Nudestix in the mix.
What’s coming up next for NEWT by elle?
Sepia! Our Illuminating Body Oil just launched and is the most fun I have ever had while creating a product. Sepia adds an instant shimmer and natural bronzer to your skin while in the sun or direct lighting. This product was made for days in the sun and warm nights out.
We’re featuring NEWT by elle’s 24K Marula Face Oil in the Summer box. What prompted the creation of this product?
This product was created with the idea of having a versatile oil that is so simple, natural, yet super luxurious. We have added 24k gold to this facial oil, gold is packed with antioxidants that will leave you with a natural glow.Find NEWT by elle on their website or on Instagram @newtbyelle.