Lilit Caradanian

Lilit Caradanian is the founder and CEO of Elcie Cosmetics, an award-winning cosmetics brand, as well as Elcientials, a clean skincare brand.1 She has established herself as a prominent figure in the beauty industry through her entrepreneurial journey and expertise in makeup artistry.

Career Journey

Lilit's path to success was not straightforward. She initially held regular 9-to-5 jobs, including a position at Disney that she considered her "dream job".1 However, after being laid off, she decided to pursue her passion for makeup, which she had been cultivating on the side.

Entrepreneurial Success

Taking a significant risk, Lilit opened her own makeup studio, which quickly became the top makeup school in Los Angeles within a year.1 Building on this success, she self-funded and launched Elcie Cosmetics. The brand gained significant traction when one of her foundation products went viral, leading to Lilit winning the Cosmopolitan Foundation of the Year Award in 2016.1

Brand Expansion

Leveraging the success of Elcie Cosmetics, Lilit recently expanded her business by launching Elcientials, a simplified, clean skincare brand.1 This move demonstrates her ability to identify market opportunities and diversify her product offerings.

Social Media Influence

Social media played a crucial role in raising awareness for Lilit's brand. Interestingly, despite having over 1 million followers on Instagram, she made the bold decision to delete her account, which had a direct impact on her business.1 This decision reflects her evolving relationship with social media and her focus on building meaningful connections.

Personal Background

Lilit grew up with limited economic resources, which has shaped her character and drive.1 As an entrepreneur, she has had to balance the challenges of supporting her family while pursuing her passion, often serving as the primary breadwinner.1

Lilit Caradanian's story is one of perseverance, risk-taking, and following one's passion. From a makeup enthusiast to a successful beauty entrepreneur, she has built a multi-million dollar business in the competitive cosmetics industry.