Brazilian It-girl Camila Coelho shares delight on ‘connecting with community’ in Saudi Arabia through clean beauty line

The Brazilian entrepreneur and social media star boasts over 8.9 million Instagram followers. Supplied
Short Url
Updated 02 May 2021
Follow

Brazilian It-girl Camila Coelho shares delight on ‘connecting with community’ in Saudi Arabia through clean beauty line

DUBAI:  The beauty industry has boomed in recent years, with consumers more willing than ever to part with their money for makeup and skincare – especially when the product is endorsed by a trusted influencer. So, it’s no surprise then that many successful social media bloggers and influencers have taken the steps to create their own beauty brands in recent years.




Brazilian entrepreneur Camila Coelho launched her beauty brand Elaluz in 2020. Supplied

“The dream of having my own beauty brand was always there,” said Brazilian influencer Camila Coelho, who has a stellar 9 million Instagram followers and recently launched her own clean cosmetics and lifestyle line Elaluz, which is available in Saudi Arabia via Net-A-Porter. "One of my favorite things about being a digital creator is connecting with a community from all over the world," said Coelho of her brand being available for purchase in the Kingdom. "My dream is to share the brand with as many people as possible, in as many places in the world as possible... Our mission is to make Elaluz available everywhere we have fans. I’m very happy to say that Elaluz is available to purchase in Saudi Arabia," she added.




Elaluz can be purchased online via a number of retailers, including Net-A-Porter. Supplied

The influencer, who closed out Ralph & Russo’s S/S18 couture show and is a mainstay on the high end fashion scene, spoke to Arab News about taking the leap and launching her own brand.

“Finally two-years-ago, I was like ‘okay I’m ready. I want to launch my brand and it's going to be a beautiful brand,’” she said of the big step.

Each of the eco-friendly skincare, haircare and makeup products in the brand are inspired by her vibrant home country of Brazil, down to the ingredient list. The Beauty Oil, for instance, is a mix of natural oils like cacay, buriti fruit and cupuacu that are native to Brazil. Even the name has personal resonance. “Elaluz” is Portuguese for “she is light.” 




Each of the products are inspired by her vibrant home country Brazil. Supplied

“I  believe that we are all born with a beautiful light shining inside of us,” shared Coelho. “Sometimes we may think that our light doesn’t shine as bright as other peoples’, but all it takes is for you to believe in yourself.”

The entrepreneur recalls the personal hardships she faced as a result of epilepsy, a neurological disorder, which is characterized by seizures caused by sudden surges of electrical activity in the brain,  after her diagnosis at age nine. “Growing up with epilepsy, I struggled with accepting myself and believing in myself when I was younger. My inner light has always been what made me strong and made me go after my dreams,” she said.




Today, Camila Coelho is a globally-known fashion and beauty influencer with over 8.9 million followers on Instagram. Supplied

The 32-year-old immigrated to the US at the age of 14 and started her career at a Dior makeup counter at her local Macy’s shortly after graduating high school. Today, she is a globally-known fashion and beauty influencer with over 8.9 million followers on Instagram, two successful YouTube pages offering beauty tutorials in English and Portuguese and numerous collaborations in addition to an eponymous clothing collection.

So, her own cosmetics line was the natural next step for the beauty mogul, who reveals that makeup has always been a huge part of her life. “Beauty has always been my passion,” she notes. “Since I was a little girl wearing red lipstick in my passport photo when I was six.”




Coelho tests each product herself before it is ready to hit shelves. Supplied

In addition to combining her passion for beauty and her love for her South American heritage, Elaluz, which is stocked online, is also committed to sustainability and mindfulness. The EWG verified brand uses recyclable, reusable materials and FSC-certified boxes for its packaging. Meanwhile, each eye cream, lip and cheek stain and finishing spray are formulated with ethically-sourced ingredients.

“I test every single thing,” she added. “It’s a huge responsibility to put a product out there. When I want to launch something, I need to love it. I need to be passionate about it. And I need to believe in that product.”


Showtime: The best television of 2025 

Updated 26 December 2025
Follow

Showtime: The best television of 2025 

  • From belly laughs to gut punches, here are the must-watch shows of the year 

‘Adolescence’ 

This harrowing drama consisted of four episodes, all shot in a single take. It told the story of 13-year-old Jamie Miller (the debut role for Owen Cooper, who deservedly won an Emmy for his faultless performance), who is accused of murdering a schoolmate, and the aftermath of that accusation for his family. “Adolescence” was the perfect blend of style and substance; you could marvel at the “balletic production processes that must have been involved,” as our reviewer noted, even while squirming in your seat at the painfully raw performances of the excellent ensemble cast. “It may be one of the most upsetting shows released this year,” our review concluded, “but it is also a remarkable work of art.” 

‘Severance’ S2 

Apple’s absorbing sci-fi comedy-drama expanded its universe in season two, as Mark S (Adam Scott) and his team of data refiners dealt with the fallout from their successful, if brief, escape from their ‘severed’ floor — where work and out-of-work memories and personalities are controlled and delineated by a chip embedded in their brains — at Lumon, during which they tried to alert the outside world to the cruelties of their working conditions. “Creator Dan Erickson and director Ben Stiller waste no time in rediscovering the subtle blend of tangible oddness and sinister dystopian creepiness that made the first season such an uncomfortable joy,” our reviewer wrote.  

‘Stranger Things’ S5 Vol. 1 

At the time of writing, we don’t know whether volume two of the final season of this epic Eighties-set sci-fi horror drama — out Dec. 26 — will be able to maintain the quality of this first volume, but all signs are good. As our reviewer wrote of volume one: “The Duffer Brothers lay down a compelling claim to be the current best-in-class when it comes to making thrilling mainstream TV. Is there anyone better at consistently building tension, releasing it a little through comedy, action, or both, then applying the pressure once again? The four episodes fly by.” There was edge-of-the-seat action and high-stakes jeopardy aplenty, but tempered by the moments of emotional interaction that have been crucial to the show’s success. 

‘Mo’ S2 

In Mo Amer’s semi-autobiographical comedy drama, he plays Mo Najjar, a Kuwait-born Palestinian refugee living in Houston, Texas, with his mother Yusra (the superb Farah Bsieso), and his older brother Sameer (Omar Elba), who’ve been waiting more than two decades to have their asylum case heard. In season two, our reviewer said, Amer continued to explore “incredibly complex and divisive topics — family, religion, imbalance of power, exile, mental health, parenthood, multiculturalism and much more — with an artful lightness of touch, without ever taking them lightly.”  

‘Andor’ S2 

The best of the multitude of TV spinoffs from “Star Wars,” “Andor” was only two seasons long, and the majority of viewers would already have known what was coming (spoiler: the events of “Rogue One” were coming). But its story of a population rising up against the erosion of their rights was both convincing and timely. “With ‘Andor,’ (creator Tony) Gilroy and (star Diego) Luna have truly set the gold standard for what future ‘Star Wars’ can be,” our reviewer wrote. “Not just a space opera, but real stories of transformation and beauty.” 

‘The Studio’ 

With “The Studio,” Seth Rogen and his co-creators manage both to skewer Hollywood and remind us why it’s still (sometimes) great (because it can still produce shows like ‘The Studio’). The star-studded comedy about a newly appointed Hollywood studio head, Matt Remick (Grogan), who believes himself to be a supporter of great art, but quickly discovers that he’ll have to park his principles and chase the money, was as sharp a satire as you could wish to see, confronting the inherent silliness of showbusiness but remaining entertaining throughout. 

‘Slow Horses’ S5 

The fifth season of this excellent, darkly humorous espionage drama wasn’t its strongest, but even so, it trumped most of the competition. British super-spy Jackson Lamb and his crew of misfit agents at Slough House were once again embroiled in high-level conspiracies when their resident tech nerd Roddy gets a glamorous new girlfriend who everyone — or, at least, everyone except for Roddy — can see is well out of his league. That led us into a plot covering Islamic extremism, the British far-right, and much more, all held together by Gary Oldman’s scene-stealing turn as Lamb. 

‘Last One Laughing’ 

Putting a group of 10 comedians in a room for six hours and telling them not to laugh isn’t the greatest premise on paper, but this UK adaptation of the Japanese show “Documental,” featuring a stellar lineup of some of Britain’s funniest people — and host Jimmy Carr — was an absolute joy. From Joe Wilkinson being eliminated by Lou Sanders’ whispered “Naughty tortie” to eventual winner Bob Mortimer’s whimsical flights of fancy, there was so much to love about this endearingly silly show. And credit to the casting directors — the mix of comics was central to its success.