Eco Tales: Stories Behind the Brands - Interview with Margherita, founder of ELELÙ Beauty.
inspiring stories | eco-responsible tips
may 2025 "The true revolution isn’t about adding more, but about returning to the essence."
Sustainability in beauty is more than a trend—it’s a shift toward deeper consciousness, ethical choices, and meaningful impact. In this edition of Eco-Tales, I’m excited to introduce Margherita Sette, founder of Elelù Beauty, a brand that redefines self-care by blending nature, science, and sustainability.
Born from a personal transformation, Elelù is more than skincare: it’s an invitation to slow down, reconnect, and embrace beauty as a mindful ritual. From upcycled ingredients to thoughtfully designed packaging, every detail reflects Margherita’s commitment to a better future.
Join me as we explore her journey, how a background in marketing evolved into a purpose-driven brand, the challenges she overcame, and what it truly means to build a sustainable beauty business.
Let’s dive in! ✨
A moment of connection between skin and nature. Elelù’s “Re-Freshing & Go” face mist, infused with upcycled botanicals, delivers toning and moisturizing benefits in one elegant step—capturing the essence of clean beauty, sensorial rituals, and mindful skincare. - © Clarissa Ceci
Behind the Brand
Margherita, I'm so excited to chat with you. For those who don’t know you yet, could you tell us a bit about yourself and what you do?
I hold a degree in International Relations, which provided me with a strong cultural foundation and a global perspective. Later, I expanded my economic knowledge by pursuing an MBA in European Business at a business school in Paris.
During my academic journey, I discovered a deep passion for marketing and the commercial sector—fields that fascinated me for their ability to create authentic connections and generate value through innovative ideas and strategies.
This passion turned into a career as a Trade Marketing Specialist, allowing me to work with prominent international companies and brands. These experiences taught me a great deal about strategy, communication, and the importance of building genuine relationships with customers.
I haven’t always worked in the beauty industry, but it emerged as a personal inspiration—a dream tied to my desire to create something that truly reflected my values and could make a meaningful difference in people's lives.
Elelù Beauty is the result of all of this: years of study, experiences, and determination. I wanted to create a brand that combines wellness and beauty to celebrate individuality. Every step of my journey, from my international studies to my professional experiences, has helped me develop an innovative approach that I now passionately apply to Elelù.
Margherita Sette, founder of Elelù Beauty - © Clarissa Ceci
The spark of Elelù Beauty
What sparked the dream of Elelù? Was there a moment when you just knew this was what you wanted to create?
Elelù Beauty is not just a brand—it’s a project that represents a major turning point in my life, born from the courage to listen to myself and the desire to share an authentic message of empowerment. Not an empowerment that demands extreme sacrifices, but one that celebrates self-awareness, slowness, and authenticity.
Elelù Beauty, rooted in simplicity, inspired by nature. - © Clarissa Ceci
The inspiration for Elelù came during a profound personal transformation: the birth of my twin daughters, Eleonora and Ludovica. That moment made me rediscover the essence of what truly matters—the value of authentic gestures and a deep connection with our surroundings. I felt the urge to create something that could encapsulate these emotions and turn them into a daily experience.
The name Elelù brings together the initials of my daughters' names and echoes the French verb élire, meaning “to choose.” It’s an invitation to make mindful choices—choices that honor ourselves and the environment.
"With Elelù, I wanted to create something that celebrates self-love through daily rituals—a kind of empowerment rooted in slowness and authenticity."
At its core, Elelù is an invitation to pause, reconnect with ourselves, and embrace nature. Each product is designed as a ritual to awaken the senses and emotions, evoking scents, colors, and sensations that transport me back to my childhood: the generosity of the earth, the soothing sound of the waves, and the simplicity of authentic moments.
With Elelù, my dream is that every woman can rediscover self-love through small, daily gestures—an empowering force that inspires a more conscious life, built on genuine connections with both people and nature.
Every brand has its journey, full of both exciting and challenging moments. Was there a particularly difficult episode in Elelù’s path? How did you overcome it?
One of the most challenging moments was the debut itself—introducing Elelù to the world, conveying our core values, and building an authentic connection with our community. It’s an exciting challenge, one we are tackling with dedication, by listening to people’s feedback and believing deeply in our vision.
Today, just four months after Elelù’s market launch, we look to the future with enthusiasm, knowing that every obstacle overcome is a crucial step toward growth and improvement. Every difficulty holds an opportunity, and for us, it means continuing to innovate, learn, and pursue our mission with even greater passion.
Close-up of Elelù Beauty’s sustainable secondary packaging, featuring a custom-designed insert that protects the product while enhancing the unboxing experience. - © Clarissa Ceci
"Sustainability, to me, means finding balance—between effectiveness and respect for the planet, between innovation and tradition, between aesthetics and awareness."
Sustainable Essence
Sharing a focus on sustainability and building a mission-driven business is something very close to my heart. I’m elated to have your perspective on this. To start, I’d love to hear what sustainability in business means to you.
To me, building a sustainable brand means integrating ethics, innovation, and transparency into every stage of the production process. I strongly believe that running a business today comes with a tangible responsibility toward both the environment and people.
Elelù was founded with the goal of offering clean and conscious beauty, without compromises. We use natural, vegan, and cruelty-free ingredients, many of which are derived from food waste through upcycling processes.
"We chose to work with upcycled ingredients like Hydropom® and Regenine®—high-quality raw materials that would otherwise be discarded."
Our commitment to reducing environmental impact is evident in our packaging choices: we use reusable glass bottles, screen printing instead of plastic labels, and FSC-certified paper boxes. We produce in small batches to ensure freshness and quality while working with local suppliers to reduce CO2 emissions and maintain careful oversight of our supply chain.
But sustainability isn’t just about the environment—it’s also about transparency and authenticity. I believe it’s crucial to provide consumers with clear information, avoiding marketing tactics that create anxiety or confusion.
At Elelù, sustainability is about balance: between effectiveness and environmental respect, between innovation and tradition, between aesthetics and awareness. Every decision is driven by the desire to contribute to positive change—because beauty cannot exist without responsibility.
A snapshot of Elelù Beauty’s core collection, captured in nature. Featuring the Re-Freshing & Go Essence, Oill in One, and You’re So Glowly Peptide Rich Cream—each formulated with upcycled ingredients and housed in recyclable glass packaging. - © Clarissa Ceci
Elelù is much more than a beauty brand—it’s an invitation to mindfulness and simplicity. How do you convey this mission through your products and storytelling?
Elelù was born with a clear vision: to bring beauty back to its most authentic essence—rooted in mindfulness, simplicity, and quality. Each product is designed to be an essential act of self-care, formulated with natural and effective ingredients, but also an invitation to slow down and reconnect with yourself.
Elelù’s storytelling follows the same philosophy: we don’t just talk about cosmetics—we tell a way of living.
Our communication is centered around sharing stories of authenticity, of women rediscovering the joy of simplicity and time dedicated to themselves.
Our language is clean, transparent, and approachable—just like our formulas.
Even our packaging speaks the same language: minimalist, functional, and inclusive, with tactile details and Braille writing to ensure accessibility for all.
"The butterfly isn’t just our logo—it’s a visual manifesto of our mission: to facilitate transformation through beauty in a way that’s ethical, natural, and deeply human."
At Elelù, we want to inspire people to take care of themselves more consciously—choosing quality, honoring their own rhythm, and learning to see beauty in the little things. Because the true revolution isn’t about adding more, but about returning to the essence.
A closer look at Elelù Beauty’s reversible shipping box, designed in collaboration with Controversa. Featuring poetic text collages—'found poems'—printed inside, the box invites reuse while reflecting the brand’s sensory and mindful approach to eco-luxury skincare. Thoughtfully crafted for low-impact shipping and an elevated unboxing experience. - © Clarissa Ceci
Elelù Beauty’s reversible shipping box, repurposed as a keepsake. Designed in collaboration with Controversa, the box features poetic word collages and a minimalist aesthetic—inviting reuse as storage, décor, or a reminder of the brand’s sensory, sustainable ethos. A thoughtful touch in eco-luxury packaging design. - © Clarissa Ceci
Elelù combines science and nature in a unique way, thanks to the use of upcycled ingredients like Hydropom® and Regenine®. What has been the biggest challenge in embracing this philosophy in the creation of your products?
The biggest challenge has been merging innovation with ethics in an industry where sustainability is often perceived as a trade-off with performance.
We chose to work with upcycled ingredients like Hydropom® and Regenine®, transforming high-quality raw materials that would otherwise go to waste. This required extensive research, collaboration with experts, and a strong commitment to ensuring high performance without compromising our values.
We wanted to prove that beauty can be authentic, effective, and sustainable all at once. Every phase, from ingredient selection to responsible production, was carefully studied to respect the environment while offering a unique sensory experience. The journey wasn’t easy, but the positive feedback from those who consciously choose Elelù reassures us that we are on the right path.
Rooted in slow beauty and natural rhythms, the brand invites us to rediscover the power of everyday gestures. - © Clarissa Ceci
Elelù Beauty’s core collection—You’re So Glowly Peptide Rich Cream, Oill in One, and Re-Freshing & Go Essence - © Clarissa Ceci
A glimpse into the natural world that inspires Elelù Beauty—wild, grounding, and quietly powerful. - © Clarissa Ceci
Design and Eco-Consciousness
Choosing to work with me for your branding and sustainable packaging needs was a big decision. What made my studio stand out for you?
From the very beginning, I felt a natural connection between us. It’s essential for me to collaborate with people who share my vision and values, and you not only understood them but often anticipated them with remarkable precision.
I trusted your expertise in sustainable packaging, knowing that your creativity would bring my initial idea to life in the most authentic way. Giving you creative freedom was the best decision—I knew you would translate a concept into a visual reality that perfectly represents Elelù.
My intuition was right, as the final result is stunning. Thank you for making this journey a true team effort.
Designed for intentional skincare rituals, each formula blends natural ingredients with science, housed in recyclable glass for a truly sustainable beauty experience. - © Clarissa Ceci
The packaging of Elelù was designed with sustainability in mind, from glass bottles without labels to the reversible shipping box. What have been the most significant feedback points from your customers?
One of the aspects our customers appreciate most is the consistency between our sustainability message and the tangible choices we made for our packaging. For example, the label-free glass bottles surprised many, as they demonstrate a real commitment to reuse and recycling, avoiding unnecessary materials. Some customers have even shared how they repurpose the bottles for other uses, which is the best recognition we could receive.
Our Controversa reversible shipping box has also been well received—many people are surprised by its dual functionality and use it for storage or as gift packaging. This confirms that people don’t just appreciate sustainable design but are excited to actively participate in it.
Another highly praised element is the inclusion of Braille on our packaging, a detail that highlights our commitment to inclusivity as well as sustainability. Customers immediately recognized the care and thought behind every decision, appreciating the balance between aesthetics, functionality, and environmental impact.
Of course, we have also received constructive feedback—for example, some customers pointed out that completely eliminating plastic from components like dispensers is still a challenge. This pushes us to continuously improve and seek even more sustainable solutions without compromising product functionality.
"Our packaging speaks the same language as our formulas—minimalist, inclusive, and designed with care, down to the Braille lettering."
Designed for intentional skincare rituals, each formula blends natural ingredients with science, housed in recyclable glass for a truly sustainable beauty experience. - © Clarissa Ceci
Our collaboration was intense and full of research. How did you experience this process? Was there a moment when you felt Elelù’s branding was truly coming to life?
The process of creating Elelù’s branding was an immersive and engaging experience. Every phase was guided by meticulous research and the desire to translate my vision into an authentic and recognizable identity. I embraced this journey with enthusiasm but also with the awareness that finding the right balance between aesthetics, sustainability, and storytelling required time and dedication.
The moment I truly felt Elelù coming to life was when I saw the complete branding for the first time—the logo, colors, materials, and packaging all aligned in perfect harmony. It was an emotional moment because everything that had only been an idea until then finally took shape and coherence.
What made this journey even more special was the synergy with you. Your ability to listen, interpret, and transform abstract concepts into something tangible was extraordinary. The branding of Elelù is the result of this alignment—a collaboration where every choice was made with care, passion, and deep respect for the brand’s values.
Elelù Beauty’s complete skincare ritual: You’re So Glowly Peptide Rich Cream, Re-Freshing & Go Face Mist, and Oil in One Multifunctional Oil. Each formula is designed to support pro-age radiance and deep nourishment, housed in recyclable amber glass and paired with FSC-certified outer boxes. Where clean beauty meets high-performance design. - © Clarissa Ceci
Among all the design and packaging elements we developed together, is there one that you feel best represents the essence of Elelù?
Among all the design and packaging elements we created together, the one that I feel truly embodies the essence of Elelù is undoubtedly the butterfly symbol.
The butterfly encapsulates the heart of our vision: beauty, transformation, and connection with nature. It is not just an aesthetic element but a visual representation of Elelù Beauty’s philosophy. The mirrored “E” letters symbolize Eleonora and Ludovica, my daughters, who have been my deepest inspiration, but they also convey a broader concept—the balance between self-care and environmental responsibility.
"The butterfly isn’t just our logo—it’s a visual manifesto of our mission: to facilitate transformation through beauty in a way that’s ethical, natural, and deeply human."
Detail of Elelù Beauty’s Oill in One outer box, featuring an embossed butterfly symbol and tactile Braille lettering. Printed on FSC-certified paper, the packaging reflects Elelù’s commitment to inclusive, sustainable, and sensorial design in eco-luxury skincare. - © Clarissa Ceci
With its open wings, the butterfly evokes the journey of change and growth that every woman experiences in her life. It is an invitation to rediscover oneself, to practice self-care mindfully, and to celebrate one’s natural beauty without compromise.
Additionally, it is an homage to lightness and delicacy—qualities I want to express through both the formulation of our products and their aesthetics.
When we worked on the design and packaging, I immediately felt that this symbol would be the perfect ambassador of our identity. Every detail, from the choice of soft shapes to their harmony, was designed to communicate a sense of authenticity and refined simplicity.
Ultimately, the Elelù butterfly is not just a logo but a true visual manifesto of our mission: to facilitate transformation through beauty in an ethical, natural, and deeply human way.
Close-up of Elelù Beauty’s Oil in One box, highlighting the Braille application, subtle butterfly embossing, and ingredient callout. Printed with soft-touch FSC paper and infused with active botanicals like Revinage® and Vitamin E, the design reflects Elelù’s commitment to clean, inclusive, and elevated skincare packaging. - © Clarissa Ceci
Detail of Elelù Beauty’s outer box showcasing the tactile richness of uncoated FSC-certified paper. The embossed butterfly logo and Braille typography embody the brand’s commitment to inclusive, sensorial, and sustainable packaging design—inviting touch and connection through every detail. - © Clarissa Ceci
Looking back at the creation of your brand, what advice would you give to someone who wants to embark on a similar path, focusing on sustainable design and packaging?
Margherita Sette, founder of Elelù Beauty - © Clarissa Ceci
"Collaborating with someone who shared my vision—who often anticipated my thoughts—made all the difference. It turned an idea into a living brand."
Looking back at the creation of Elelù Beauty, my advice to anyone starting a similar journey is to see sustainability as an evolving process, not an immediate destination. At first, it may seem difficult to balance design, sustainable materials, and cost-efficiency—especially for an emerging brand with limited resources.
The key is to start with mindful yet realistic choices: choose suppliers who share your values, explore innovative materials without compromising functionality, and design packaging that is beautiful but also practical and reusable.
Collaborating with experienced professionals like Giada was essential for me—working with a designer specializing in sustainable packaging helped me balance aesthetics, sustainability, and economic feasibility.
Lastly, I recommend communicating your sustainability journey with transparency. You don’t need to be perfect from the start, but showing concrete and continuous commitment is what truly matters.
Visions for Tomorrow
What is your big dream for Elelù? Are there any upcoming projects that particularly excite you?
The future of Elelù Beauty is promising and full of exciting projects. We are planning new collaborations, both online and offline, after the success of our two February pop-ups in Milan. We will be expanding to new cities in Italy soon.
Additionally, we are working on expanding and refining our product offerings, closely listening to our community’s needs and following market trends with passion.
One of our key goals is to highlight Italy’s natural resources, collaborating with local raw material suppliers and farmers who preserve endangered traditions and crops. Italy offers an extraordinary agricultural heritage—an endless source of inspiration and innovation for our brand.
Finally, we are excited about our upcoming initiative: our merchandise will soon be produced in Italian prison workshops, providing incarcerated women with a real opportunity for rehabilitation through work.
Designed for intentional skincare rituals, each formula blends natural ingredients with science, housed in recyclable glass for a truly sustainable beauty experience. - © Clarissa Ceci
Where can we find Elelù?
Elelù is available at the artistic perfumery Odè in Cesenatico, and on the online platforms Terrra Sustainable Living and Closette.
In the spring, Elelù will also be available at the Little Sartoria store in Ostuni and Dida e Camillo in Monopoli.
I am working on expanding the distribution network, which will bring Elelù to more locations in Italy and abroad in the coming months. It’s a work in progress that will take shape before summer—I’ll keep you updated! ;)
Thank you for reading!
Margherita’s journey with Elelù is a testament to how deep values, intentional design, and sustainability can shape a brand that truly makes an impact. Her story reminds us that every choice—every ingredient, every material, every decision—can be a step toward a more conscious and authentic business.
What part of her journey resonated most with you? 🌿 Have you faced challenges in aligning your brand with your values? I’d love to hear your thoughts—share them in the comments below!
If you’re a brand owner looking to build something meaningful and sustainable, let’s connect! I’d love to help bring your vision to life. Reach out to me, follow along on Instagram, or stay in touch through my newsletter for more Eco-Tales and insights on mindful branding.
Until next time, let’s keep creating brands that inspire and make a difference! 🌎💚
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