Elle Ferguson on Building a Beauty Brand and the Confidence-Boosting Products She Loves

Whether you follow Elle Ferguson for her style, her beauty knowledge or her fitness tips — which, to be honest, we follow for all three —, it’s safe to say that there’s a lot to learn from the digital influencer and entrepreneur. While Ferguson got her start in fashion, the beauty world is where she is currently flourishing thanks to her business Elle Effect and as an ambassador for Olay.

Ferguson’s passion for all things beauty is evident when POPSUGAR Australia chatted to the Elle Effect founder. “I love that everyone can enjoy beauty, it’s fun and there are no boundaries,” Ferguson said.

When asked why she started a beauty venture, versus something in the fashion world, Ferguson said: “The funny thing is I knew nothing about how to start a beauty brand verse starting a fashion brand so I guess not knowing gave me the confidence to just do it and go for it!”

POPSUGAR Australia was lucky enough to catch up with Ferguson to chat all things beauty, what makes her feel confident and the products she reaches for again and again.

POPSUGAR: Hi Elle! Skincare can be tricky to decipher for newbies getting into products. What’s one tip you have for someone newly interested in investing in skincare?

EF: Listen to your skin, always remove your make up and hydrate!!

PS: Olay’s new Super Serums collection is all about creating a glow from within. Which product from the range is your favourite and why?

Elle Ferguson: I love the Vitamin C + Niacinamide Super Serum. For me, it’s all about GLOWING and that’s exactly what this serum does. It reduces dark spots and evens skin tone. It also gives your skin a boost of antioxidants which we all need.

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PS: Apart from the new range, what Olay product do you constantly come back to?

EF: The red jar is an absolute MUST for me. I love the Olay Regenerist Whips. It doubles as a makeup primer which I love and its super moisturising.

PS: What’s one thing (be it beauty, hair, makeup or skincare related) that you do that instantly lifts your mood?

EF: Elle Effect Self Tanner… It’s confidence in a bottle!

PS: How has your relationship with beauty changed over the years?

EF: it’s only become stronger. I have really learnt the lesson that beauty comes from within and sun damage lasts forever.

PS: When do you feel most like yourself, most beautiful?

EF: Fresh coat of Elle Effect, glowing skin and a wave in my hair.