Beauty Boss: Lilit Caradanian, Founder of Elcie Cosmetics and Elcientials Skincare
Lilit Caradanian.
Our latest Beauty Boss is Lilit Caradanian, Founder of Elcie Cosmetics and Elcientials Skincare. While she was working in the finance industry and as a professional makeup artist, Caradanian first launched Elcie Cosmetics to offer user-friendly makeup staples that worked for everyone, no matter their skill level.
As a beauty influencer who had tried countless products over the years, she discovered that her followers were overwhelmed by all of the skincare offerings on the market. Seven years later she developed Elcientials to simplify skincare routines and to provide clean and effective products that were beneficial for all skin types. Every product from Elcientials’ core line features essential and effective ingredients for skin, and beyond the core line are key products that provide additional benefits for a healthy and balanced microbiome.
We chatted with Caradanian who shared the inspiration behind the brand, secrets for success, beauty tips, and much more.
When were Elcie Cosmetics and Elcientials Skincare founded? What do the names mean?
Elcie Cosmetics launched in 2015, birthed from my initials “L.C.” Elcientials was born seven years later in 2022, with a spinoff of the original Elcie name, but incorporating the core of the brand story, “essentials”—hence, Elcientials.
What inspired the creation of the brands?
In 2013 when I started to create the cosmetics brand, I was a makeup artist for over 10 years at the time. I used every brand and product you can think of on my clients. However, I would customize the routine based on their skin type, age, and preference. Picking the right foundation for the client was the most important and most difficult part; as no single foundation worked for everyone.
Being a makeup artist for so many years taught me one thing: the base was the most important part of the makeup. If their skin looked good, their makeup looked good. Taking all the years of experience and experimenting, I created the one product I felt was missing in the market at the time: one foundation that worked for everyone. I created the Micro Silque Foundation, which is a satin/skin foundation with buildable coverage, lasts all day but still looks like skin. Our foundation is still our hero product so many years later.
After my foundation launch we launched our second product, The Glow Enhancer dry face oil, which was followed by The Pearl Radiance Primer. All my first few launches were targeted around perfecting the skin and this is what we then became known for. Our customers were asking for skincare from Elcie for many years because they knew and trusted the brand.
In 2022, after over three years of production, we launched Elcientials. I decided to separate the two brands so that our consumers knew we were serious about the focus solely on skincare. Our Elcientials launch was one of the best launches in our brand history.
Elcientials Skincare is the sister brand to Elcie Cosmetics and was created to simplify daily skincare routines.
Does each line have a hero product?
It’s hard to say because there are so many favorites and I am lucky to say we have several hero products! Our constant sell-out products are the Micro Silque Foundation, Lashfull Mascara, and the Velvet Sponge. From Elcientials, most of the products do similarly well; however, with sales, it is a toss-up between The Double Cleanser and The 7 Skins Essence.
What are your favorite products from your brands?
People always ask me this question and I always say it’s like picking between my kids! I worked so hard on every single product and I am so proud of my brand. However, as much as I love our lip products or blushes, I cannot live without the Lashfull Mascara, foundation, and The Minimalist Eyeshadow Palette.
From the skincare line, I truly believe our Essence is the most magical thing I have ever used. Being an influencer for so many years and receiving and playing with so much skincare, I have never used anything like The 7 Skins Essence before and now it is a must in my skincare routine.
Where are your products sold?
Our products are sold mainly online (we have been focused on being an e-commerce brand from the beginning); however, we are sold at Naimie’s Beauty Center in Sherman Oaks, CA. Naimies was the first and only beauty store I worked at many years ago and I have a strong loyalty to them. Not to mention, they are one of the best beauty stores out there and carry almost any beauty product you can think of!
Future plans for the brands?
We are currently sold only in the U.S. and I hope to one day to sell globally as well. We have a very big market in several countries in Europe, Australia, and Canada.
Each product from Elcientials is created with essential and effective ingredients that are good for all skin types.
Who inspires you?
Honestly, my customers. From the launch of my first product to every launch after that, my customers have let me know what their wants/needs/confusions are and I have worked to create exactly what they are looking for. I love hearing feedback from my customers because at the end of the day, their feedback is all that really matters. My customers' love for the brand and their support inspires me to continue to create and do what I love.
Secret to success?
I really believe you have to love what you do and have a purpose. I always loved doing makeup as I love the way it makes women feel. During my artistry days, I was known for makeup looks that enhance features vs. “transformative.” This really helped me make my mark in the industry. I became trusted for my love and skill as a makeup artist, which turned to the love and trust in my products.
Beauty secrets?
Less is more. Although I have created an extensive line of cosmetics, all the products are for the minimalist. One type of foundation that works for all skin types, an amazing mascara, a very popular eyeshadow palette with only five shades, to a handful of colors in my lipstick collection. Find the products that work for you and stick with them. Beyond that, beauty is all about what we consume internally.
Wellness tips?
Hydration. We all know eating healthy and drinking the best ingredients is the right thing to do. However, I also know how hard it is to stick to a routine on a daily basis. If there is one piece of advice I can give to anyone and everyone, it’s staying hydrated. My entire skincare is based on hydration—because this is, after all, the solution to a lot of skin conditions and also, if you think about it, “anti-aging.” As we age, our skin becomes more and more dehydrated and that’s when the fine lines and wrinkles begin. Moral of the story, drink plenty of water and take care of your skin!
Best advice?
Building a routine sounds like a task, but think of it more as a ritual. Enjoy the process of makeup and skincare and anything you’d consider self-care—it’s a moment to yourself for yourself. Whether you’re a mom, or have a demanding job, enjoy the process of taking care of yourself. As my friend Anush told me once, it's OK to be a little selfish sometimes. As a working mom, I am constantly overdoing it and tired. I learned that if I just spend a few minutes at the end of my day focusing on my skincare, reading one chapter in a book, waking up just five minutes early to have my coffee in silence really helps my mind body and soul balance and makes a big difference in my day. Don’t forget to remember yourself.
For more information, visit Elcie Cosmetics’ website and Elcientials Skincare’s website. Follow both on Instagram: @elciecosmetics @elcientials
[Images courtesy of Elcie Cosmetics]
Kamala Kirk is a University of Southern California graduate and has been an editor/writer for more than a decade. She has written for E! Online, Total Beauty, TravelAge West, Malibu Times Magazine, and many more. She resides in Los Angeles and is a proud pug mom. Follow her on Instagram: @kamalakirk