Turning 30 is a big deal. It’s the age when you’ve finally nailed down your style, learned from your mistakes (looking at you, overplucked 90s brows), and have a solid reputation. And if you’re lucky, you’ve also changed the world—which is exactly what Elleebana has done!
Thanks to Elleebana for sponsoring this content.
Founded in 1995 by the industry rockstar and legend Otto Mitter, Elleebana has gone from an Aussie gem to an international lash and brow powerhouse. It has won awards, shaped beauty standards, and redefined the lash lift game—all while keeping the beauty industry on its toes (or should we say, on its lashes?).
Barry Eichner and Jenni Nagle of L+A have both had Elleebana treatments and let’s just say—they’re obsessed. Jenni is a superfan, and for good reason: the brand’s commitment to innovation, community, and education is what makes it one of the most influential names in the beauty world today.
So, how did Elleebana build this empire? What keeps them ahead of the game? Grab your favorite lash wand, and let’s take a deep dive into the three-decade journey of lash domination!
5 Secret to Elleebana’s Success
What keeps Elleebana thriving after 30 years? A relentless dedication to:
- Innovation
Pioneering new products like One Shot Lash Lift and Elleeplex Profusion. - Influence
Shaping the beauty industry through education and advocacy. - Community
Supporting salons, artists, and distributors worldwide. - Excellence in Education
Offering top-tier training and resources. - Dedication & Passion
Continually improving the lash & brow industry.
From humble beginnings in Australia to becoming the most influential brand in lash lifting and lamination, Elleebana has left a permanent mark on the beauty industry. If you’re ready to be part of what’s next, discover the Elleebana difference here.
Cheers to 30 years of bold innovation, beautiful lashes, and a future that’s only getting brighter!
The First 10 Years: Where It All Began
Innovation didn’t just improve the lash lift process—it set a new industry standard. By focusing on efficiency, performance, and education, Elleebana quickly became the go-to brand for lash artists everywhere.
One Shot, One Game-Changer
Barry asked: “Otto, it seems that over the years, Elleebana became a global brand by leveraging innovation and outside-the-box thinking. This all began with your first game-changing product, One Shot! Can you tell us about how this revolutionary product came about?”
Otto Mitter answered:
“The One Shot Lash Lift System was one of the first in the industry to develop single-use sachets, and we invented this back in 2004! At the time, eyelash perms were available, but they came in glass ampoules or pump bottles that had oxidation issues, affecting their performance. We created a rapid activation process that reduced treatment time for salon owners—what used to take over an hour was suddenly a fast, reliable, and game-changing service. Our system became the benchmark for many brands around the world today.”
The 2nd Decade: From Local Darling to Global Powerhouse
By 2014, Otto was a globe-trotting educator, introducing beauty professionals to Elleebana and expanding its reach worldwide. Between 2016 and 2017, the beauty industry fully embraced lash lifts, and Elleebana became the undisputed leader.
How YouTube and Social Media Built a Lash Empire
Barry asked:
“Can you tell me about how YouTube helped create a global demand? What was it like on those first trips to Europe, USA, and Asia? What do you think was the defining aspect of Elleebana that drove this global demand?”
Otto Mitter answered:
“I remember when we had to make our first website—back when websites were just becoming a thing! I actually went and studied HTML coding and built our first website myself. Like many things at Elleebana, I had to do it all myself—from product development and marketing to packing and invoicing. When YouTube and social media started gaining traction, we saw the potential to use education as our driving force.
I started filming educational videos showcasing lash assessment, lotion process theory, lash placement, lash separation, and even lash lift reversals. At the time, lash extensions were king, and barely anyone was talking about lash lifts. I traveled the world—speaking for free at industry events in London, Russia, Italy, and the USA—just to introduce lash lifts to artists. Before long, the demand grew, and so did Elleebana.”
30 Years Strong: How Elleebana Continues to Innovate
The launch of Elleeplex Profusion—a vegan-friendly lash and brow lamination system—set a new standard for safety, efficiency, and lash health. Meanwhile, the USA expansion reinforced Elleebana’s commitment to global excellence.
The Pandemic Didn’t Slow Them Down—It Fueled a Revolution
Barry asked: “Tell us about launching an all-new product and establishing a USA headquarters during the pandemic. How did that experience shape your vision for the future of Elleebana?”
Otto Mitter answered:
“The pandemic taught us a lot about resilience and adaptability. We had been working on Elleeplex Profusion for years before we released it, and it just so happened to launch during the pandemic. This product inspired the lash community, showing that great innovation can happen under pressure.
We also set up a USA headquarters to directly serve our American community. Before, operations weren’t being handled well, and we needed to improve service and logistics. Setting up our own HQ was the best decision we ever made—it allowed us to build a stronger community, improve distribution, and expand our influence.”
