Melodie Reynolds was fed up with beauty waste – so she built her own brand

When Melodie Reynolds set out to restock her professional makeup kit, she didn’t expect it to spark an entrepreneurial journey.

But when she got home and saw a heap of packaging from her newly opened products on the kitchen table, she was taken aback.

“I actually teared up when I saw the amount of waste I had created,” she said. 

No stranger to the beauty industry, Reynolds had spent years working for a major makeup brand, but had recently left after growing disillusioned with its environmental impact and the message it sent to consumers.

“That moment was like a perfect storm,” she said, thinking back to that day in the kitchen.

“I realized the real problem wasn’t even just the waste,” she said. “It was the manipulation – this whole marketing machine that preys on our insecurities and convinces us that we’re not enough unless we buy something.”

That realization marked the beginning of what would grow into Elate, a beauty brand built around sustainability, ethical production, and a more intentional approach to makeup. 

Launched in 2014, Elate has built its brand on mindful consumption and responsible marketing.

“We’re saying to our customers that we want you to only buy what you need,” she said. “We don’t want to prey on your insecurities or make you feel less than so you buy more.”

Over 75 per cent of the brand’s packaging is reusable or recyclable. Powder products like foundation and eyeshadow can be refilled by slotting in new product pans into the brand’s bamboo compact. Mascara and lipgloss tubes are also made from glass, which makes them easy to recycle, while the silicone mascara wand can be washed and reused with your next refill. 

Elate is also completely vegan and cruelty-free and is working towards being 100 per cent organic. 

“I started in this industry because I wanted to help people feel better about themselves,” said Reynolds. “If we can pull it back to that place of using beauty and fashion as tools of empowerment and adornment, rather than as tools of oppression, then not only are we buying less, but we’re wasting less. 

“That’s really where the philosophy behind Elate came from.”

When disruption comes with a price

In the beauty world, “sustainable” is now a hot keyword. But a decade ago, Elate was considered a disruptor – an outsider with ideas about refills and reuse.

“We weren’t the first sustainable beauty brand,” she says, “but we were definitely one of the loudest.”

Between 2017 and 2021, Elate saw what Reynolds describes as “explosive growth,” prompting her to bring on new fulfillment partners to meet demand.

“The products are no longer made by me in my kitchen,” she laughed. “But everything is still made in Canada. It’s been the most joyful thing watching this brand grow so organically.” 

But growth didn’t come without its challenges.

The pandemic posed issues for Reynolds, and like many business owners she was faced with difficult decisions around downsizing.

Another hurdle came in 2024, when her pitch on Dragon’s Den didn’t unfold as she had hoped.

But, instead of leaving with a deal, Reynolds came out with a new sense of clarity and understanding of what success looks like for her.

“Afterwards, I struggled with the idea that you can’t grow a business rooted in values, because the ultimate goal in business is to make as much sales as possible,” she said. “And I realized my ultimate goal has been to leave a legacy of making the beauty industry better. 

“I’m so comfortable with where we are that if we never get any bigger, I’m totally cool with that. We have allowed other people to come behind us and even surpass us, but we are working together to push the boundaries of the industry for a better future.” 

Taking care for the future

As Elate enters its next decade of business, Reynolds brings many lessons learned along with her. 

“The biggest thing I keep coming back to is that you are only limited by yourself,” she said. “Whenever I’m doing well, my business does well. If I’m not doing well, then my business does not do well. You can’t pour from an empty cup.”

Looking back on the days of trying to scale the business with a toddler by her side is also a reminder of the importance of balance. Reynolds says she is now a consummate calendar blocker, and makes sure she has moments in the day for exercise or personal care, just like she would finance or marketing. 

“You have to take care of yourself, because no amount of your hard work is going to fix the problem in your company if that problem is you,” she added. 

So, where does Reynolds hope to see Elate beauty go in the next 10 years? 

“I just want to continue being able to do the work that we do,” she said. “Beauty is moving in the right direction, and I just want to continue bringing joy into people’s bathrooms every morning.” 

by Lisa Thibodeau

Lisa is a seasoned writer, content producer and is editor of The Honest Talk. With many years of journalism experience and a unique talent for digital content and media creation, she loves meeting new people and sharing stories.

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