Ellie Carlile founded byellie in 2021 after struggling with skin breakouts and lip damage from acne treatment she received during the covid lockdown. Unable to find an effective solution, she invested 2k – the last of her savings – into creating a lip balm that healed and soothed her lips. Following the positive response she had from customers, Ellie went on to create other solution-based products. After launching ‘Brow Shape’, the brand grew, and went ‘viral’ across socials with videos reaching 30m views. The company’s products are now stocked in all UK Sephora stores, with plans to expand into retail across the US, EU and ME.