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
No listed ingredient is currently on our watch or caution list. This finding applies only to the ingredient list shown below and may not cover every product, variant, market, or reformulation.
Ingredient List Reviewed
- 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)
Formula scope: the disclosed ingredient list captured for this review. Formulas can differ by product, scent, country, and date; compare the current package with this list before deciding.
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
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Check the exact formula, size, seller, and availability on Amazon. Search links show results that may include other brands. Links open in a new tab.
- Pressed Foundation (bamboo refill) Search on Amazon →
- Universal Crème Search on Amazon →
- Essential Mascara Search on Amazon →
- Pressed Blush Search on Amazon →
- Sheer Lipstick Search on Amazon →