Undefining the norms of beauty and creating a safe haven for each teenager to find their ‘makeup-unmade up’ space, Elitty, India’s first teen beauty brand makes an unapologetic place for itself in every teenager’s closet, a beautiful blessing from every Indian millennial parent to their teen.
Pranali Janbandhu, Co-Founder, Elitty
The teen makeup collection features a variety of teen products from Coloured Pop Eyeliners, quirky Nail Coats, and sheer Lip Glosses to Face Mist and Tinted BB Creams.
When did Elitty launch into the market and what was the idea behind launching it?
We started our primary research in Sept 2021 with our formulations, product assortment, packaging etc and we went live in August 2022.
The idea behind Elitty is very simple. It’s to give teenagers a brand of their own. Something that gives them relevant and safe makeup choices and at the same time gives them a sense of ownership.
What according to you is the definition of the ideal beauty for a teen? What is Elitty’s preference between skincare and makeup?
We believe that there is no ideal definition of beauty. It’s a very personal and emotional category for females. We are a “no norms” beauty brand. Unlike all the adult beauty brands present in the market, Elitty will not define or dictate the norms of beauty. We will be there as a friend and a confidante where we support and enable them enough so that they decide and explore their relationship with make-up.
What is your go-to product in Elitty that you would recommend to your esteemed customers?
Our best-selling pop eyeliners ( available in 10 shades and two textures – Matte & shimmer ) that’s infused with the goodness of witch hazel, almond oil and amla and are 100% vegan, cruelty-free and derma tested.
Elitty just launched its Teen Anthem Video in the beauty market. What is the inspiration behind this video for every Indian Teen watching the video?
It is to tell the teenagers that there’s a brand especially made and curated for them.
A brand that understands their needs and their life! It’s to celebrate the teen phase of life where they are just “figuring life out” and we are there to be their biggest confidante and supporters.
With teen beauty and makeup still being a taboo in India, how is Elitty breaking the stigma around endorsing teen products to its eminent customers?
Not addressing teen beauty needs, is like turning a blind eye to a very naïve & innocent problem. Girls, from a very young age, tend to have a very natural, childlike curiosity towards makeup. And when you don’t answer this curiosity is when the situation gets mishandled. If a teenager today doesn’t have the make-up choices that suit her lifestyle and needs, she isn’t going to stop, in fact, she will pick something that’s not for her. Something that will tell her (dictate to her) that putting on red lipstick will make you feel confident! Which is the last thing you would want to tell her.
We at Elitty, believe in keeping that childlike curiosity and fun alive with which she first picked her Mumma’s makeup products. Beauty is intrinsic to a woman. It's more inwards than outwards.