Ellis Brooklyn

About Ellis Brooklyn

Ellis Brooklyn is a luxury fragrance and body care company operating in the clean beauty market. The firm was established in June 2015 by Bee Shapiro, a longtime beauty columnist for The New York Times. The idea for the company originated in 2013 when Shapiro, pregnant at the time with her daughter Ellis and living in Brooklyn, identified a gap in the market for sophisticated fragrances made with clean and safe ingredients. This personal journey is reflected in the company's name.

Shapiro's extensive background in the beauty industry, where she reviewed countless products, provided her with a unique perspective on the fragrance world's lack of ingredient transparency. Leveraging her experience and her passion for storytelling through scent, she set out to create a brand that marries the art of fine perfumery with a commitment to sustainability and safety. The brand's products are developed in collaboration with renowned perfumers, such as Jérôme Epinette, who is known for his work with Byredo. The business model is centered on direct-to-consumer sales via its e-commerce website, which accounts for about 20% of revenues, and strategic partnerships with major beauty retailers like Sephora, Ulta Beauty, Credo, and Revolve. This multi-channel approach allows the company to reach a broad customer base, from niche beauty enthusiasts to mainstream consumers.

The company's product line includes eau de parfum, body mists, fragrance oils, and candles. A core tenet of the brand is its rigorous approach to formulation. Ellis Brooklyn adheres to standards stricter than those in the U.S., using the European Union's regulations, which ban over 1,300 ingredients, as a starting baseline. All products are PETA-certified cruelty-free and vegan, and free from phthalates and parabens. The company prioritizes sustainability in its packaging, utilizing recyclable, lead-free glass containers and minimizing the use of plastics. It also offsets its carbon footprint by contributing to the Carbon Fund and partners with FSC Certified suppliers. The scents are often inspired by modern American experiences, destinations, and stories, aiming to be beautiful and masterfully crafted for daily life rather than purely experimental.