With Camila Coelho Collection she had to take design risks that weren’t readily received at first. As a clean brand, Elaluz faced limitations and setbacks especially as the original launch was set in the height of the pandemic. Each time I’ve followed my heart, I’ve been happy with the results, and the moments where I didn’t, I ended up failing.”Ĭoelho didn’t have to go to college to learn about entrepreneurship as she has learned it first hand building Camila Coelho Collection and Elaluz. The biggest lesson I’ve learned trust myself and follow my heart. I had to work hard especially not going to college. I always felt insecure saying, but today I’m proud of my story and everything I've accomplished. Now looking back Coelho is glad she trusted herself to pursue her dreams instead of going the traditional route, “I felt insecure to say until like a few years ago that I didn't go to college. Over the last decade Coelho has gone from the makeup counter to content creator to CEO. The brand launched with a lip & cheek stain, 24k lip stain along with its newest addition of a beauty water and oil. Instead, I focused on my must-haves that I really believe in, the ones that help me bring my beauty from the inside out,” she says. “No beauty customer shops from only one brand, so I didn’t feel like I needed to create a full line. Each product is designed to be a partner in the daily hustle, making life a little easier for that powerful, confident, independent person on the go. Elaluz is a lifestyle brand that encompasses skincare, makeup, haircare and more, driven by key products Camila carries with her as a global entrepreneur. The name Elaluz, which means “she is light,” in Camila’s native language of Portuguese, is is inspired by recognizing your own unique light from within and believing in yourself, your individuality. Simultaneously during the pandemic, Coelho launched her beauty brand Elaluz. ![]() I've always been a beauty lover, but working at the Dior counter showed me how much beauty is transformative and impactful it can be.” That would make my day every single day which is what made me want to become a makeup artist. You know people from different backgrounds with different needs that would come to the counter and I would give them a tip here and there then they would all leave with a smile on their faces. “The one thing I loved about that job was the connection that I had with other people. But I looked at her in the eye and I said, ‘Mom I promise you that I am going to make you proud’ and I get chills saying that because I kept that in my mind since that day my biggest wish was to do something that was going to make my mom proud,” Coelho explained on the ‘I Suck At Life’ podcast. ![]() She was devastated as she wanted me to go to college right away to secure something for my future. “After high school, I remember having this really hard conversation with my mom and saying to her I needed a little bit more time, at least six months, to kind of figure out a little more what I wanted to do.
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