Elate stands for conscious beauty. What do we mean by Conscious beauty? Intentional, purposeful, ritual. For many of us, putting on makeup is an automatic act, a routine. At Elate Cosmetics, we believe everyday routine becomes ritual when the action is more meaningful than the out­come. We believe true beauty is in the ritual itself. The small measures of self-care we afford ourselves daily are the seeds of self-love we plant to grow more confident, more powerful and more beautiful then we could ever imagine. Elate is at the heart of the conscious beauty movement. We believe that no animal or person should ever should ever be harmed to create our products. The opposite of kindness is not cruelty, it's inattention; and we are paying attention. To the companies we partner with, the in­gredients we choose and the way our products are marketed. Always with kindness. Never with fear or shame. Know that you are a beautiful delightful being, and Elate is merely here to support your journey to a more intentional lifestyle, and conscious beauty bag.