Meet the Founder: A Conversation with Elaina Badro

As an artist myself, I have always embraced and respected true artistry.

I started in the beauty industry at a young age. I was the keyholder of a hair and makeup salon in Los Angeles when I was only 15. By 19, I was working at cosmetic counters and freelancing, while putting myself through university. I built a strong foundation in artistry, product knowledge, and client experience. I also learned to manage team dynamics and high-energy shows during Fashion Week. This all contributed to, not just the vision of Elaina Badro Beauty, but to myself as a young entrepreneur and businesswoman.

From there, my career evolved into working with celebrities on music videos, red carpets, and editorial campaigns. When I launched my brand by 2012, social media was still in its early stages, and I was the first to build a makeup brush brand on Instagram. Everything was incredibly grassroots. I didn't have the backing of investors or a large marketing budget—it was built through genuine relationships, word of mouth, and consistently sharing my work and expertise. That direct connection with celebrities and my community allowed the brand to grow organically, and it laid the foundation for what Elaina Badro has become today.

By the time I was 24, I had already been featured as an artist in Vogue Italia, and my brush line collection was featured in InStyle magazine. Defining moments like these early in my career gave me credibility, recognition, and invaluable insights into the industry. I was also part of the original beauty team that launched Gucci Cosmetics. This reaffirmed my interest not only in high fashion, but luxury beauty.

Those early years of my career were deeply rooted in high fashion, which is reflected throughout much of my early portfolio. Collaborating with some of the industry's most talented creatives and working in that environment had a profound influence on my artistic perspective. It sharpened my innate attention to detail, deepened my appreciation for timeless beauty, and elevated my commitment to exceptional artistry and production. Those experiences helped shape the aesthetic, caliber of quality, and creative standard that define Elaina Badro today.

Throughout my career, I’ve had the privilege of working with people from different backgrounds, skin tones, and cultures. Those experiences have shaped not only my artistry, but my belief that beauty is never limited. This has shaped what my brand is today. Representation in beauty isn’t a trend or a marketing statement; it’s a responsibility. Every complexion deserves to feel seen, considered, and celebrated with the same level of intention. Beauty is beauty.

Early on in my career, I noticed how consumers were willing to invest significantly in color cosmetics, but often overlooked the importance of beauty tools. The efficacy of a perfect application of makeup lies heavily in the makeup brushes, which is why I started my line this way.

Copper ferrules allow for longevity and durability. Copper is highly resistant to corrosion and tarnishing, making it one of the most durable options available. This ensures that your makeup brush ferrule remains intact and functional for years, even with regular use. It also grips the bristles tighter, which allows for less shedding. This is one of the most problematic issues with cheaper brushes. We are so appreciative and proud that we’ve had such a loyal clientele that respect and support the quality we bring to our line.

We initially focused on beauty tools, and now the brand has expanded to include talc-free cosmetics made in Italy. As an integrous entrepreneur and artist, I really took my time to create color cosmetics, focusing on ethical manufacturers and maintaining clean ingredients, without compromising high performance application.

I personally have thoroughly investigated the harms associated with talc and reviewed numerous lawsuits involving even some of the largest consumer brands. Because talc and asbestos are naturally occurring minerals, talc deposits can become contaminated with trace amounts of asbestos during extraction and processing. Asbestos exposure has been scientifically linked to serious health concerns, including respiratory diseases and cancers.

I simply do not believe this is a risk worth taking when it comes to the health and safety of my consumers. Protecting their well-being is my priority, and I have chosen to avoid talc in products for unnecessary exposure. I am aware that the majority of brands believe in profits over people, but that is not how we operate as a brand of integrity. We believe that a brand built on and committed to integrity must always put the trust and safety of its consumers first.

Hydration hydration hydration! As skin matures, it tends to lose collagen and elastin. When it comes to application of foundation for mature skin, "less is more.” Use products that include ingredients such as niacinamide, hyaluronic acid, and vitamin C. These ingredients can help to reduce inflammation, provide deep hydration, and can even help to brighten your complexion.

Marie Claire has always been one of the most respected publications in the beauty industry, so to have our collection named as the "Best Makeup Brush Set" was incredibly meaningful. As an artist and beauty entrepreneur, having our craftsmanship trusted and promoted by one of the top editorial voices is a tremendous recognition.

The beauty industry is more competitive than ever, so recognition like this carries a lot of weight. Awards and editorial features are never something you can manufacture—they have to be earned through consistently delivering quality. For me, moments like this reaffirm the importance of creating with intention, never compromising on craftsmanship, and staying true to the vision that inspired the brand from day one. I'm genuinely in awe for the recognition, and it motivates me to keep raising the bar.

Getting into Wynn & Encore was really personal for me, especially being a native from Los Angeles. So many of my favorite memories and milestone celebrations happened there. To see my name alongside one of the most prestigious names in hospitality—and to be the only other beauty brand there besides Tom Ford—was truly a “pinch me” moment. We've proudly been part of Wynn & Encore since 2020, and to continue growing there year after year is an honor I never take for granted.

I'm deeply grateful to the Wynn team for believing in my vision and for giving my brand a home in such an extraordinary place. Achievements like this remind me why I fell in love with creating in the first place and why I’m so grateful to be an artist and entrepreneur.