The Elle Story

A Legacy of Natural Beauty and Innovation

In 1975, Elle was born, setting out to challenge everything we thought we knew about skincare. From the very beginning, Elle carved a unique path, blending exclusivity with high-quality products that spoke to those seeking more than just the usual beauty routine. It quickly became a symbol of natural beauty—an unwavering commitment to aging gracefully and embracing what’s real.

The vision behind Elle came from Felipe Gómez Valderrabano, a man whose career in the beauty industry led him to discover a game-changing truth: antioxidants were the key to protecting our skin from the damaging free radicals that cause aging. But Felipe didn’t stop there—he realized that nature itself held the answers. Fruits, with their rich abundance of antioxidants, could be the foundation for skincare that was as effective as it was natural.

With this groundbreaking idea, Felipe created Elle, a line of skincare products made from ingredients found in nature, specifically fruits. His goal was to create something truly different: a beauty line that could be used by people of all ages and genders, yet was 100% natural. It wasn’t long before Elle became a sensation, changing the way people looked at skincare. The brand grew quickly, spreading nationally through a multilevel wholesale model, with distributors and passionate customers who couldn't stop talking about the incredible results. Elle was on its way to transforming the beauty world.

But in 1999, the unexpected happened. Felipe passed away, and the brand took a brief pause. It was a moment of reflection, but not the end of the story.

Enter Giovanna, Felipe’s granddaughter. She had been surrounded by the world of beauty and business from a young age—her grandfather often took her to his office and factory, immersing her in the passion of the brand. By 1997, Giovanna officially joined Elle as an apprentice, learning the craft of mixing products, labeling bottles, and understanding every little detail that made Elle special.

By 2019, the next chapter of Elle’s journey began when Giovanna stepped up as the leader of the brand. With her deep connection to her grandfather’s vision, she brought a fresh perspective to Elle, while staying true to the legacy that had made the brand so beloved. Under her leadership, Elle introduced its iconic Collagen Moisturizer, a product that would define a new era of innovation for the brand. This moment marked the transition from Elle’s original groundbreaking ideas to a new phase of modern skincare—preserving the essence of the founder’s work while adapting to the evolving needs of today’s world.

With the launch of Elle’s e-commerce platform, the brand continued to expand, making its products accessible to a global audience. Today, Elle remains at the forefront of skincare innovation, committed to offering high-end, effective ingredients and maintaining the highest standards of safety and quality. We’ve embraced change, but we’ve never strayed from our roots.

As we look to the future, Giovanna’s leadership ensures that every decision we make is deeply entwined with Felipe’s original vision. Elle is not just a skincare brand—it’s a legacy, a story of family, passion, and a commitment to bringing out the natural beauty in everyone. And this story? It’s only just begun.