A’Lei Beauty was created by British makeup artist, Elle.

first starting at 17, she hit the ground running when she became an assistant to Clare Eluka, first job was on a film set.

11 years, 5 retail jobs and several celeb clients later, she created A’Lei Beauty.

Why? Because black women had to make an extra effort making shades "pop” on their skin. Because everyday was another science experiment when looking for the perfect nude shadow. Because, there weren’t any black owned cosmetics companies.

Elle is the guinea pig behind A’Lei Beauty. Not a single product makes it to the website without her seal of approval, if it doesn’t work on her skin, she ain’t selling it.