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Elli J. Beauty is a small, yet impactful, female-owned independent makeup and skincare company, whose mission is to provide more inclusivity, acceptance, and creativity for others through top-quality and high-performing products.
I strive to produce products that cater to all beauty-lovers, of all skin types, ethnicities, ages, genders, budgets, skill levels, and lifestyles. Trying to appeal to everyone while having products that don’t necessarily work for everyone, leaves those who don’t fit into the “majority” feeling excluded.
Inclusion is needed, diversity is needed, highlighting ALL people within the beauty space is needed. How do we bring change that is so desperately needed in one of the biggest industries in the world? We talk less and listen more. We search for the biggest gaps, and we fill them. We find the consumers who feel like they’re being missed, ignored, or simply unheard, and we validate them with CHANGE.
My name is Nikki and I am the sole owner & operator of Elli J. Beauty. I am a wife to the most talented artist, and an incredibly blessed mother to the best two human beings on the planet...(Elli J. is named after my daughter, Elliana Jewell - an absolute icon in my eyes)...and a dog mom to that lil dude.
I have been in the beauty industry for over 17 years. I have worked within the beauty space as a professional makeup artist, esthetician, nail technician, beauty retail manager, freelance artist, beauty sales/marketing, and beauty content creation. I've seen the highs and the lows. I've seen trends come and go. I've seen the rise, and the divide, of beauty on social media. At the end of the day though, makeup saved me from some of my darkest moments, and I chose to use my experience, knowledge, and passion to do the same for others.
My amazing kiddos are both autistic and have ADHD. I myself struggle with OCD, ADHD, PTSD & have spent almost a decade, learning about our spicy brains, and other spicy brains, while passionately advocating for autism acceptance and mental health awareness.
I have raised my babies to be unapologetically themselves, to love and appreciate every part of themselves, and to be accepting of others, no matter how different. In a world where we are constantly told we are "too much" or "not enough", I have seen the brightest lights be dimmed by negativity and judgement - sometimes just for merely existing.
I don't want my children growing up in a world of dim, and hate. So I teach them kindness, compassion, and that being different is beautiful. That being yourself is beautiful. That you are enough. And I lead this brand with the same outlook.