Inspired by the courage to start over and driven by a passion for beauty, Elusive Cosmetics was born to offer natural and effective products. More than a brand, we are a purpose: to transform hair care into an act of freedom, identity, and respect.
Elusive was born from the desire to create something greater than a company — a movement. We believe that caring for your hair is also an act of self-affirmation, identity, and freedom. Our purpose is to offer products that respect the diversity of hair and people, with effective formulas, natural ingredients, and a constant commitment to sustainability.
We want everyone to look in the mirror with pride — without having to change who they are to feel beautiful. That’s why we develop affordable, high-performance, cruelty-free cosmetics, designed for all hair types, all stories, and all choices. At Elusive, beauty begins with respect — for nature, for our roots, and for individuality.
Elusive Cosmetics is guided by a clear purpose and values that shape every choice — from the formula to the bottle, from the factory to the consumer. Discover the essence that drives everything we do.
Our mission is to help people achieve the hair they’ve always dreamed of — whether straight, wavy, curly, or coily. Every Elusive product exists to make that journey easier.
Without judgment, we support the freedom of choice. We’re a brand that partners with people to help them have the hair they desire.
Accessible professional quality: A Brazilian brand that values its roots, offering high-quality products made with natural ingredients.
For everyone: Inclusive of all — regardless of race, sexual orientation, or gender identity.
Premium products: Always with professional-grade quality.
We are a company committed to reducing negative environmental impact. At Elusive, we believe that sustainability must be present throughout the entire production chain — from sourcing raw materials to delivering the final product to consumers.
We’re proud to say that our products are not tested on animals. We work exclusively with alternative testing methods, and all our ingredients are carefully selected to ensure they are natural and cruelty-free.
We bring our products to new places across the globe, sharing the Elusive experience with the world. As a Brazilian brand offering premium-quality products, we remain true to our roots by using natural, locally sourced ingredients. Our dedicated team is ready to support exports and partnerships worldwide.
At Elusive, we believe that caring for your hair goes far beyond following trends or fitting into standards. It’s about looking in the mirror and recognizing your story, your texture, your truth.
We create formulas with soul: natural ingredients, smart technology, and purpose in every drop. Our products aren’t meant to change who you are — they’re designed to reveal what’s always been there: strength, beauty, and authenticity.
At Elusive, every product is designed to enhance your natural beauty, respecting the diversity of hair types while combining technology with plant-based ingredients. We don’t create generic formulas — we create transformative experiences.
Curly, straight, coily, wavy, or transitioning — our products are designed for every texture.
Conscious choices across the entire chain: from formula to packaging.
We respect animals and the planet. None of our products are tested on animals.
