Theresa Buenaflor-Carbonel started Ellana Mineral Cosmetics as a side hustle. “I just turned 20, I had a baby, I was still in school and I needed money to buy milk,” she related.
As soon as her baby falls asleep Buenaflor-Carbonel would whip up formulations and prepare orders for next day delivery. In between breaks, she would rush to her suppliers in her school uniform to get more stocks to keep her side business moving.
“For me, it was always makeup from the beginning,” she said. “I am a makeup formulator. I started making lip balms, which I would sell to my classmates. On weekends I joined bazaars. Part of my earnings went to workshops and research, that’s how I started.”
Like most graduates, Buenaflor-Carbonel tried looking for a regular job. But considering the amount of time needed to develop her products and the money she made from bazaars and side selling, she realized that she could earn more if she pursued her passion, which she knew would also make her happy.
“My suppliers were ready to give a helping hand. I got access to world-renowned cosmetic innovators. They sent me to different countries to train,” she shared.
“Ellana is now 14 years old, and most of them are still my suppliers.”
Buenaflor-Carbonel also worked as a freelance makeup artist to understand the consumer’s mindset. “I wanted to know how people use makeup and how they interact with our products. I also want to know how I can inject my products into their lives.”
Ellana was founded because she wanted a makeup formulation for women with sensitive skin. “My friend (and reseller) is morena, and she has sensitive skin. Nagsimula ako sa mineral foundations to fit her needs. That’s how Ellana started, in September 2007,” she recalled.
Mineral-based cosmetics are made with natural ingredients that protect the skin. Titanium dioxide acts as a sunscreen and zinc oxide soothes acne and other skin irritations. Ellana also contains illite, a clay mineral that clears impurities and controls oil. These ingredients are made into fine particles that serve as the base of Ellana’s products.
Today, Buenaflor-Carbonel’s brand continues to respond to the needs of makeup lovers. Apart from the mineral-based formulations, the brand is also known for its primers and setting sprays among consumers who look for products that promise all day radiance, without the harmful effects.
The vegan, cruelty-free, and eco-conscious brand also has hair and body products and skincare sets which include a toner, moisturizer, mist, and powder. The Stay Fresh set is for oily and combination skin, while the Flower Power set is for dry to delicate skin. All products are available on Ellana’s website.
Buenaflor-Carbonel admits that most of her retail outlets are affected by the quarantine. Currently, save for a few stores open, most purchases are done online. But she remains optimistic having hurdled all kinds of challenges in the past.
“If you think it will work, then go for it. If you have an idea for a business, hanggang idea lang yan unless you execute, kahit on the side muna. When you decide to go for it, be open to feedback. ‘Pag hindi nagustuhan, ask why? In your own view, think of how it can improve,” she offered.
She also emphasized the importance of scaling up, especially if the sales look promising. “Ang saya talaga ‘pag maraming orders. Pero ‘pag nahihimatay ka na sa kaka-process ng orders hindi na ‘yun masaya. You need to decide if it’s time to scale up. If you want consistency, you have to professionalize and invest in systems and technology.”
This is when the side hustle becomes an enterprise, something which can no longer be done alone. “Find a partner who would share your values. The mission of an entrepreneur is to be able to create jobs so that you can share your passion with others.”