Today we joined global entrepreneur and fashion/beauty influencer Camila Coelho for a virtual party to celebrate the launch of her brand-new luxury beauty brand, Elaluz!

With more than 15 million followers across her social platforms, Coelho is one of the world’s top digital personalities who ha been featured on Forbes’ 30 Under 30 List. The Brazilian-American entrepreneur is also the founder of Camila Coelho Collection, her wildly successful namesake fashion label.

Portuguese for “She is light,” Elaluz is designed to help capture the energy, warmth, and confidence that comes from each person’s individual light and shine it out to the world. The lifestyle brand encompasses skin care, makeup, hair care, and more—all driven by key products that Coelho carries with her. Perfect for the gal on-the-go, Elaluz products are designed to fit effortlessly into your daily routine.

Elaluz is dedicated to making conscious high-performance clean ingredients, formula, and packaging choices in order to deliver maximum impact with little effort. The products are also cruelty-free, gluten-free, vegan, EWG certified, and Leaping Bunny certified. They are free of parabens, sulfates, and phthalates as well.

Currently, Elaluz features two key products:

• Lip & Cheek Stain ($34): Infused with coconut water, this lightweight multi-tasking stain adds the perfect hint of natural color to lips and cheeks. It contains a luscious blend of Brazilian guarana and prickly pear extracts that hydrate and smooth, while creating sheer, buildable coverage.

• 24K Lip Therapy ($28): This luxurious hydrating lip treatment is formulated with a transformative blend of 24K gold, cupuacu butter, and four nourishing oils (papaya seed, acai berry, grape seed, and Buriti fruit). It has a soft, gel-like texture that melts on contact, leaving behind pure 24K gold flakes on lips.

“No beauty customer shops from only one brand, so I didn’t feel like I needed to create a full line,” says Coelho. “Instead, I focused on my must-haves that I really believe in, the ones that help me bring my beauty from the inside out.”

For more information and to shop, visit elaluz.com and follow on Instagram: @elaluz

[Images courtesy of Elaluz/Camila Coelho]

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