“This picture of us was taken on top of the Manhatten sky bar a week ago, enjoying our drink after winning the KTH Innovation New York pitch competition. This wasn’t an easy journey. Exactly two months ago, we were without any investors or funding and introspecting about the existence of our operation. Today we were recognised as one of the best companies to succeed in US markets along with a desk at the Swedish American Chamber of Commerce. Looking back it all seems worth it“.
Listening to this narrative from Selah, co-founder of Ellure was a “goosebumps” moment to me. Ellure delivers custom made environmental sustainable lipsticks in realtime using Ellure Lipstick Printer™ . It was one of the many successful companies preincubated at KTH Innovation and making its way into the KTH Innovation Brighter Program and winning the pitch competition in New York.
Today we talk to Selah about Ellure’s journey from Stockholm to NewYork and how Ellure is disrupting the cosmetics industry and provide personalised cosmetics to everyone around the planet.
What is Ellure?
Ellure gives people the power to their appearances. With our unique and precise device to fabricate personalised lipstick, we provide the freedom of expression and choice at an affordable price.
What does sustainability mean to Ellure?
Even though we are just starting up, we already have set up a sustainability strategy for ourselves. We believe that there is excessive waste produced in mass production with regard to fashion. We want to use technology to end this waste. At Ellure, we believe every step we take has an environmental footprint, from extraction of raw materials to delivery of final product and disposal. Hence, we want to reduce the environmental impact at each stage of our value chain.
These key values are already incorporated through our product development process, in which we emphasize on decentralised production to push the need for packaging to the latest stage of the product manufacturing process. Additionally, we plan to create different options in the packaging (e.g. normal packaging vs reusable packaging vs no-waste packaging [customers brings own container]).
How was your time at KTH Innovation?
At first, It was great to be here around people where everyone is entrepreneurial and are solving a problem of their own. We had a course on product innovation and design running parallelly which helped us focus on our project. KTH innovation helped us get in touch with investors, with the local ecosystem and the market. They helped us develop different competencies in the team and bought in a useful POV along with collaboration opportunities like with Estée Lauder.
KTH innovation helps students and researchers from KTH to nurture their idea and commercialising them. They provide guidance on the way forward for your idea. You can get to know more about KTH Innovation here.