el8te: Aussie Entrepreneurs Set Sights On World Stage

By Henry Reith, - In Entrepreneurs

An image of the managing directors of el8te

Australia’s own el8te has established itself as a trustworthy skincare brand, offering premium product at an affordable price.

Certified Australian made and owned, el8te was founded by entrepreneurs Gen Reid, Jenny Price and Sally Glover – all of whom have 70 years of combined industry experience.

The three women met while working together at Fun Accessories, which is a leading Australian importer and wholesaler of women’s, men’s and children’s fashion accessories and jewellery.

In 1992 Gen, Jenny and Sally acquired equity in Fun and continued to drive creative innovation, profit and growth for the business, before experiencing a ‘light bulb’ moment in November 2014 and making the decision to branch out into skincare.

With extensive experience in the retail industry, el8te founder Gen Reid said the expansion into skincare felt like a natural fit.

“The world is constantly changing and working within the fashion field means you have to change with it – there’s a real need to diversify what you do and how you do it,” she said.

“It’s easy to become too comfortable when it comes to the business world and our field is a constant reminder that to truly be successful, you have to adapt and build a solid skillset that is transferrable business-to-business.”

Although el8te is new to the Australian market, Gen and her colleagues are wasting no time on expanding into the Asia-Pacific region, with works already underway in Malaysia and Singapore and future plans set in place for China.

“From the outset we knew that we wanted to be in the Asia-Pacific market and considered this in everything we did, from our marketing plans to packaging,” Gen said.

“We wanted to create a skincare range consumers could grow up with, and one that represented a distinctively Australian approach to beauty, which we knew would be welcomed by Asian consumers.”

“The decision to have gold on our packaging and the number ‘8’ in our name was purposeful – these are traditionally symbolic in the Chinese culture.”

The trio will even be attending international beauty expo Cosmoprof Asia later this year, in a bid to showcase el8te on a worldwide stage.

Cosmoprof is extremely exciting for us – it’s the perfect way to welcome our product to the Asia-Pacific market and will give us the exposure we need,” Gen said.

After being so instrumental in the success of Fun Accessories – with the company now turning over double-digit millions – Gen and her colleagues are excited to see where their business venture will take them.

“This has been a huge learning curve for us. Fun wasn’t built in a day – it took years of hard work and passion, and we are prepared to give just that to el8te,” she said.


Fridge Magazine Editor. WP Membership Plugin, Founder. "marketing is a commodity, process is priceless"