BOO BY ELLIN wasn't born in a marketing department or as a business project. It was born after 26 years of my work with women.
Throughout my career I kept seeing the same picture: the cosmetics market offered more and more products, promises and complicated solutions. New trends appeared every season, makeup bags grew heavier, and women kept searching for that one product that actually works.
Over my years as a makeup artist I tested thousands of cosmetic products. I worked with women of different ages, with different skin types and features, and ran training courses, masterclasses and marathons for hundreds of thousands of participants. And the more experience I gained, the more clearly I understood: most women don't need yet another pretty jar. They need products that work.
How it all began
Honestly, the story of BOO BY ELLIN began long before the first formula, the first packaging and the first product.
I was around 16. I loved looking through my mother's makeup, opening the beautiful jars and imagining what they could be. I remember once cutting my name out of paper and sticking it over my mum's powder. Back then it felt like a child's game, but today I understand: even then I loved the very idea of creating something of my own.
Years passed. I became a makeup artist. Then a teacher. Then I built the largest online makeup academy. By the age of 46 I had 26 years in the beauty industry behind me, my own academy, an audience of many thousands and, most importantly, an understanding of the kind of cosmetics women were really missing. That was the moment everything came together. And so BOO BY ELLIN was born.
The BOO BY ELLIN philosophy
I never believed in cosmetics for the sake of cosmetics. In 26 years of work I learned a simple thing: most women don't need huge makeup bags, dozens of near-identical shades and endless seasonal collections. Women need products that truly work.
That's why the BOO BY ELLIN philosophy is built on mindful minimalism. Every shade, every texture and every formula passes through one key question: "Would I use this myself, every day?"
Real luxury isn't a hundred jars on your dressing table. Real luxury is when a few perfectly working products are enough. Beauty shouldn't be complicated. Beauty should work for the woman.
Facts about the development
Developing the BOO BY ELLIN powder took almost 12 months. Over that time the formula was refined and improved again and again until it fully met the brand's standards. Testing was carried out not only on the brand's founder, but on women of different ages, with different skin types and features.
The formula was created using modern cosmetic ingredients and raw materials from suppliers in Italy and China. The packaging and individual components of the product were designed and produced in China together with leading manufacturers in the cosmetics industry. Particular attention was paid to the quality, purity and safety of the ingredients. The formula is talc-free.
The powder is designed to visually smooth the skin's texture, make pores less noticeable and keep a natural look without a mask effect. Each shade went through multi-stage testing before going into production.
About Ellin
Ellin Svyatimova is a makeup artist, entrepreneur and the creator of the BOO brand. Behind her are more than 26 years in the beauty industry, thousands of clients, tens of thousands of students and many years of teaching at international cosmetics companies.
Ellin holds two university degrees — in Finance & Credit and an MBA. She founded six makeup academies in Kazakhstan and the UAE, and in Dubai she was a lead trainer for the international brands Max Factor, Make Up For Ever and Kryolan. Ellin is not a formulation chemist — her expertise is built on more than two decades of daily, hands-on work with faces, cosmetics and the real needs of women.
With love,
Ellin Svyatimova
founder of BOO BY ELLIN