ByEllie

ByEllie is the indie beauty brand that went from a kitchen idea to a viral sensation, founded by Ellie Carlile in 2021. Born out of Ellie's own struggle with skin and lip issues during lockdown, the brand started with a single lip balm and grew into a cult brow and beauty range with a following of over 100,000 across social media. Built on the belief that beauty should be simple, effective, and accessible, ByEllie creates solution-based products that slot effortlessly into any routine. Vegan and cruelty-free from day one, it's the brand redefining everyday beauty one viral product at a time.

ByEllie has earned its cult status through a tight edit of brilliant products. The Brow Texture Lightweight Defining Gel is a firm fan favourite, brushing through brows to create a natural, fluffy finish with flexible hold that lasts all day. For those who want more precision and definition, the Brow Tips Brow Liner lets you fill, sculpt, and shape with a fine tip for brow looks that look real rather than drawn on. The Brow Dust adds the finishing touch, setting and shading brows with a soft powder that builds seamlessly from natural to bold. Away from brows, the Lip Balm in Strawberry has quickly become a staple, combining serious hydration with a hint of colour and a scent that customers can't get enough of.

Both are bestsellers, but they create quite different finishes. Brow Shape is a firm-hold wax that slicks brows flat and upward for the full laminated, sculpted look, perfect if you want that sharp, defined result without a salon appointment. Brow Texture is a lighter, more flexible gel that adds volume and definition while keeping brows looking natural and fluffy.

Yes, ByEllie is cruelty-free, and most products are also vegan-friendly, meaning no animal testing happens anywhere in the process.