Ellure Featured by BreakIT for Revolutionizing the Beauty Industry

We’re excited to be featured by BreakIT for our efforts to tackle waste in the beauty industry through on-demand makeup production. The article highlights Ellure’s vision to solve the problem of overproduction, allowing customers to design their own liquid lipsticks and other products, which are then produced on-demand using our innovative technology.

Our co-founders, Selah Li and Marc van Almkerk, aim to transform the traditional cosmetics production chain by establishing a network of production machines worldwide. This method eliminates the need for large factories and reduces the waste caused by overproduction, which studies show can be as high as 40% in the beauty industry.

At Ellure, we believe this shift toward agile, scalable, and customizable production will help create more sustainable and inclusive beauty brands, aligning consumer needs with environmentally responsible manufacturing practices.

To learn more about how Ellure is rethinking the future of beauty production, read the full BreakIT article here.