Our take
Why We Trust This Brand
The cap table is documented and founder-controlled (80% founder, the rest to two insiders, zero outside investors), and B Corp status is third-party audited. The "Eluma umbrella" is the founder's own holding company, not a private-equity roll-up.
What's inside
Ingredients & Safety
The refillable Pressed Foundation is a mica and zinc-oxide base with bentonite clay, jojoba oil, silica, and botanicals, colored with titanium dioxide and iron oxides — talc-free, fragrance-free, and vegan.
Certifications
We read every line on this label. Nothing here is on our watch or caution list — no synthetic fragrance, no flagged chemicals.
Full Ingredient List
- Mica (CI 77019)
- Zinc Oxide also listed as Non-Nano Zinc Oxide, CI 77947
- Bentonite
- Simmondsia Chinensis (Jojoba) Seed Oil
- Caprylic/Capric Triglyceride also listed as Fractionated Coconut Oil, MCT
- Silica also listed as Silica, E551
- Boron Nitride
- Bambusa Arundinacea (Bamboo) Stem Extract
- Vitis Vinifera (Grapeseed) Extract
- Argania Spinosa (Argan) Shell Powder
- Cocos Nucifera (Coconut) Shell Extract
- Titanium Dioxide (CI 77891)
- Iron Oxides (CI 77492, CI 77499)
- Ultramarines (CI 77007)
Who owns it
Ownership & Independence
Founded in 2014 by Melodie Reynolds; trade press documents self-funding with Reynolds at about 80% ownership, and that she formed Eluma Beauty Inc. as her own umbrella — founder-built, not an external acquirer.
Where to buy
Key Products
- Pressed Foundation (bamboo refill) View on Amazon →
- Universal Crème View on Amazon →
- Essential Mascara View on Amazon →
- Pressed Blush View on Amazon →
- Sheer Lipstick View on Amazon →
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