Elate believes the makeup in our cosmetics case shouldn’t compromise the health of any person, animal or the planet. That’s why their products are 100% vegan and cruelty-free. They’re over 75% organic, but they always choose fair trade over organic when they can’t have both because it’s important that the farmers and their workers are paid fairly and operate safely. Organic certification is so expensive, farmers may compromise the integrity of their operation to achieve it—and that’s not okay.

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Elate believes beauty is for everyone. Period. Whatever your gender identity, age, ethnicity or body type, beauty is for you. They like to think the more diverse the concept of beauty, the more inclusive our world will be, and the more empowered we’ll feel in our bodies and lives. Of course, putting on mascara isn’t going to change the world—but it may change your perception of yourself so you can. And we’re all for changing the world. So, go forth and feel beautiful.