From Elate:

Truth? The beauty industry wants you to feel bad about yourself. Because the worse you feel, the more you buy. It’s not kind, and we stand for kindness at Elate. We happen to think you deserve to feel beautiful just as you are—with and without makeup. By embracing diversity in ourselves and the beauty industry, we can enhance confidence, reduce waste and change the world.

And as for your beauty bag? We think less is more, especially with 30% of all waste accredited to cosmetics. Curating a capsule of beloved, reusable, and recyclable products not only saves you the energy and money of cluttering your cosmetics case with lipsticks you’ll never wear, it saves landfills from unnecessary waste. If you ask us, intention makes for elation.