Our Story

In the spring of 2006, after years of struggling with using traditional makeup for her sensitive skin,
Coney Avellana, then a Sales Manager, tried to find a solution to fulfill her needs to look presentable.
She went online and found out about the miracle of Mineral Makeup. Trying several brands on the
market proved to be costly, as most were still not suitable for the tropical climate, and only a few
offered shades for the Asian skin tone. She also discovered that she wasn’t alone and many shared
the same problem as hers. So she and her friend, Theresa Carbonel, then a cosmetic entrepreneur,  
embarked on the research and development of a brand of new mineral cosmetics line to capture
this niche market of affordable Mineral Makeup.

Pooling all their resources  and the help of family and friends, Coney and Theresa worked tirelessly
with their Filipino team with the thrust to achieve international quality standards, with regards to
being environment friendly with their packaging, and socially responsible by employing
mostly women and out of school youth.

The name Ellana means “light” or “bright” in Greek origin.
A perfect name for the what makeup should be - light and easy on the skin,
giving its users a sheer and natural glow.

Ellana Mineral Cosmetics are available presently online, and distributed through a
network of direct sellers and at 4 weekly SM Bazaar locations in Metro Manila.