In 2020, Ellie Carlile set out to find a solution that would help heal her acne. Fast forward three years, By Ellie is a premium beauty brand loved by Gen Z and a constantly expanding online community that celebrates self-confidence. For this exclusive Disgraceful interview, we sat down with Ellie to find out how she successfully continues to grow her online business.
Hey Ellie, it’s great to have you here. Could you start by introducing yourself to our readers?
I’m Ellie, I’m 24, and I’m the founder of By Ellie, a beauty brand that I started in 2020. It’s grown a lot since then. We have a massive audience on TikTok and Instagram – building a strong community with creators has been crucial for me. It’s a creative space and the brand, which I started because I was having problems with my skin, highlights that personal makeup moment you get when putting on makeup. Whether you’re putting it on to make yourself feel more confident or to elevate your natural beauty, it’s such a personal thing and that’s what we celebrate with By Ellie.
How did you come up with the idea for By Ellie? Where did it all start?
It started naturally during COVID. I had bad skin due to stress and a breakup. Accutane worsened it, especially my lips. A breastfeeding cream helped, and I thought, “Why isn’t there a product like this?” So, I investigated, sampled, and being business minded, I made one for myself. It all started with lip balms.
That’s fascinating. And I’ve tried your lip balm; it’s one of the best I’ve used. It’s so versatile and literally lasts all day. So, looking at where you are now, is it just you? Do you have a team?
I have a team of four now, which is really fun. I love doing everything and being hands-on. I’m learning every single day, obviously being young, being a woman, there are just loads of other hurdles, but I don’t really care. I’m very like strong headed and I just get going and get stuck into it.
What has been your biggest hurdle so far?
There have been many, like ordering lip balms without realising the regulatory aspects. I spent all my savings and then realised I couldn’t sell them. So, I had to get new labels made and get them regulated. Another significant hurdle was getting a new warehouse, figuring out where to start and who to ask for help. I’ve often found myself wondering “Who do you ask?” or “Where’s the instruction manual?”. Hiring staff was relatively smooth. I wanted to find positive, uplifting people, and I did. I really appreciate everyone’s ideas and a good workspace. I think work culture is really, really important. I love working and I love being at work. So being around people that are really enjoying their job, is important – and they’ll do it better too.
On the flip side, what’s your biggest achievement so far?
Selling out three times is a big one. Also, getting my warehouse, which has been on my vision board for ages. Seeing my parents proud and involved in the journey is a massive achievement too.
Incredible. Before the business, what did you do? Is your background in marketing?
No, not at all. I’ve worked in various roles, from Harrods to health clubs, as a cleaner, lifeguard, and even with horses. I’ll do anything. I don’t care. As long as I’m earning money. My parents are in the building industry, but I love running a business. I feel like I’m a very active person. I like getting stuff done. So, building my own brand is my favourite thing. I mean, I always said I would; I want to work for myself just because I’m so headstrong and creative
So, when you became your own boss, was it a sudden realisation that you had built this thing or was it a planned move?
It happened completely organically. I had to go with the flow.
Did you find it daunting, stepping out on your own?
I didn’t think much about it at the time. I was fully committed, working on the side, putting all my savings into the business, handling everything from customer service to photography, just to make the brand visible. I did the PR, too. I wanted as many people to know about the brand as possible.
And how are you finding the current climate, especially with the challenges like COVID and the cost of living crisis?
I feel like it’s hard because obviously my prices rise all the time with shipping, logistics, paying staff, making sure I pay myself, paying for the building – all of those sorts of things. They go up a lot. But I can’t just start changing the prices of my products and I would never do that anyway. I want it to be an accessible price point, like all the products we have, I make sure they are as luxury as possible – with the packaging, the whole experience. I want someone to open their box and feel like they’ve really treated themselves, but it hasn’t cost them an arm and a leg.
What encourages you to keep going and growing?
Great feedback and achieving small goals. The adrenaline from hitting a goal is addictive, and it makes me want to keep going.
Where do you see yourself in the next five years?
Hopefully expanding into retail, especially in the U.S. or Europe, and focusing on the U.S. market. I want to continue growing personally, sharing business tips, and networking. I love meeting other people that have got businesses as well and brands.
That’s impressive. What inspires you the most?
Being independent, proving that women are independent, and my hardworking parents inspire me. I’m around people who work hard, and their work ethic motivates me, too. It just inspires me to work really hard for what I want to have in my life.
Have you faced gender discrimination as a female business owner?
Yes, especially when I got my new office. Being the youngest, they didn’t believe I was the owner and questioned me persistently. It actually took me nearly 40 minutes to get this man to give me the keys. And he was wearing a suit, and I was wearing a crop top, cargos and trainers running around, getting all my stuff, carrying everything, building everything myself. And I think they just thought I was making art.
He kept saying, “Who do you work for though? Who owns the business?” I said, “Me. I just need the keys to open the door”. Just because I’m standing here, not in a suit, not a hundred years old, and I’m not a man, doesn’t mean you can’t take me seriously.
Do you think society is taking women in business more seriously?
It’s better, but there’s still work to do. I go out of my way to be independent and make a point to be heard and seen. But I think you do have to work harder and you have to be more vibrant and louder and more prominent in the room to stand out.
Any advice for those wanting to follow in your footsteps?
Be confident, believe in yourself, and manifest your goals.
If you could go back and tell your younger self three things, what would they be?
Don’t worry about others’ opinions, embrace your natural beauty, and believe in yourself more.
And lastly, how can readers support you going forward?
Any support is appreciated, whether it’s following, liking, commenting, sharing, leaving reviews, or buying. I’m also open to messages, and I’m focusing on giving back as the brand grows.
You can follow Ellie on Instagram here.
Disgraceful Magazine 