Enter Elianto. Seeing that gap in the market, this 14-month-old Malaysian company has developed an extensive cosmetic line tailored to our varying shades of tropical Asian skin (like us, Malaysians are a diverse ethnic mix of Malays, Chinese and Indians living on the equator). That means light formulations with no unnecessary oils that make us break out; vibrant eye, lip and cheek colors that flatter our yellow-toned skin; and best of all, extremely reasonable prices that young Pinays who earn low to middle incomes can afford. Not to mention that it’s now available here in the Philippines.
Our group of beauty editors visited two Elianto stores in Malaysia – one in KL’s Berjaya Times Square mall and one in Genting Highlands up in the mountains – and both times left with baskets full of products. It was hard not to go into a shopping frenzy when there were so many fun colors to choose from at prices that took all the guilt out of impulse buying. Even after sating our (considerable) appetites for beauty, we product queens had enough money left over for more shopping. If that’s not sweet, I don’t know what is.
"The concept behind Elianto is natural ingredients at exceptionally reasonable prices," said Julie Wong, Elianto’s brand manager. "In Malaysia and Korea, they start using cosmetics at 13, and want to have more with paying less."
Elianto, which means "sunflower" in Italian, was chosen by lady boss Sylvia Lim because it was fun, young, and Lim happens to love flowers.
It’s also global-sounding, and Elianto wants to become the first and fastest-growing Malaysian cosmetic brand worldwide. They want Asian teenagers to start using it young and grow with the brand. They want to be a one-stop solution to all your beauty needs, hence their vast ranges of makeup, skincare, body care, and nail care.
Mother company Classic Bonita Sdn. Bhd. started by selling fashion accessories, but now Elianto is set to become their main profit contributor. "Elianto’s queens are young, urban women aged 18 to 28 who are preparing for the working world," said Wong. "They have no money for luxury brands yet, but they can buy complete ranges with their money. They are low- to middle-income earners who like to be seen, love to party, and are adventurous."
How does Elianto keep its prices so competitive? First, their skincare was formulated by Korean experts, who are considerably less expensive than their Japanese counterparts. Secondly, their packaging, while simple, is stylish and easy to use. Concept stores, which are set up like compact islands, maximize every square meter of mall space. The uniforms of the sales staff, which take off on the pristine white-and-apple-green color scheme, were designed by Khoon Hooi, a local talent named Most Dynamic Designer at the 2004 Malaysian International Fashion Awards. To cut down on packaging, Elianto employs a refill system where eye shadows are sold in pans that can easily be put in and taken out of reusable palettes.
All this Malaysian creativity has been justly recognized. Elianto has consistently ranked number one in sales per square foot (on its first day of operations alone, a 220-square-foot store raked in US$2,500). It was named Best New Concept Store last year by Genting Highlands, and Cleo, one of the top Malaysian magazines for young women, gave it two of its "Best of Beauty" awards: the Peppermint Shower Gel was named Best Gel Body Wash, while the Eye Blender Brush was named Best Makeup Brush.
Most of the products are made in Korea, but have an edge over Korean brands in that they’re designed for tropical skin, while Korean cosmetics are still made for four-season climates. And while rich moisturizers are absent, products like the oil-free foundations are boosted with vitamins and retinol to improve skin condition while hiding imperfections.
From the skincare range, my favorite products are the Cleansing Oil, which takes off long-wearing makeup with the same efficiency as designer brands but at a fraction of the price; the Lip & Eye Makeup Remover, which has two layers of oil and water that you shake together to wipe off even the most stubborn waterproof mascara; the Face Scrub, an abrasive-free clear gel that you leave on a few seconds before massaging – dirt and dead skin then start sloughing off like magic; the Cucumber Eye Pads, a stress-buster that soothes tired eyes puffy from lack of sleep; and the newly launched lip-care set, which has a Lip Refiner to buff off dead skin and a Lip Smooth to fill in and act as a base for amping up lip color.
From the bodycare line, I love the cooling, eye-opening Peppermint Shower Gel; the Sun Block Lotion SPF 50 for face; and the Sun Protection Body Spray SPF 23, a natural oil that is a cinch to apply. (Neither of the sun-care products will make you look too kabuki, by the way.)
Elianto’s "hero" products are their best-selling Shimmer Shadows and nail polishes, and it’s easy to see why. Choosing from 44 colors is like being a kid in a candy store, and though the selection has its share of trendy greens and blues, they’re highly pigmented and very wearable – not your mom’s chalky, retro greens and blues.
It’s the same with the Nail Care range. At 60-plus colors, every shade imaginable is here, from primary yellow and blue to pretty Pink Pearls to glam Deep Red and rocker Black. And to show they’re really serious about nail care, Elianto offers a complete line with cuticle oil, base coat, nail art, strengtheners and polish remover.
Then there is my pet product, the Oil-Free Foundation with SPF 15+. I’ve looked everywhere for a good one that costs less than a thousand, and this fits the bill nicely. It controls oil and shine the whole day, hides any blemishes and matches my skin tone perfectly, with no "Grand Canyon" or "moon over Miami" effect (when your foundation is darker or lighter than your neck, respectively).
The makeup brushes are another steal for the price, all made from pony hair with professional-looking long handles. The famous eye blender costs P169, while a large face brush costs P369. A black brush roll containing 12 makeup tools is around P588 – irresistible value for money.
Elianto is rapidly expanding throughout Asia and the Middle East, with 27 outlets at present and 33 slated by the end of this year. In the Philippines, they opened the first concept store in May 2006 and have since opened four stores in four months.
Coming soon are water-based brush-on, peel-off nail polishes; an in-house nail artist; Aqua Rich Whitening products with cooling effects; and Colour Studio, where you can create your own look and makeup palette with refillable eye shadows, blushes and compact powders.
I am so there already.