What Elleebana does

Elleebana, operating under the Australian private entity Ex-Import Pty Ltd (founded 1995, headquartered at Burleigh Heads on the Gold Coast), develops, manufactures, and distributes professional lash and brow enhancement products and delivers an associated global education curriculum. The company serves professional beauty technicians, salons and spas, beauty educators, and a network of authorised distributors, exporting products and training to over 60 countries. Its product portfolio centers on three core systems: the Elleebana Lash Lift (a cysteamine-based perming/lifting system), Elleeplex Profusion (a CHC-based, thioglycolate-free lash and brow lamination system), and eyelash extension products, supported by colouration systems (Belmacil tinting, Helyx Hybrid Dye with Kera-Veg 18 vegan keratin clinically shown to strengthen brow hair up to 21%), styling tools, and aftercare products such as Elleeplex ReGEN and Elleevate mascara.

The company's technical differentiation rests on proprietary chemistries and named techniques rather than software—cysteamine-based lifting, CHC-based lamination, the Korean Lash Lift technique, and founder Otto Mitter's Monofusion technique. Its education program, described as an industry-benchmark, multi-award-winning curriculum, is a central intangible asset that competitors reportedly emulate.

Elleebana monetizes through multiple streams: product sales of lash lift solutions, adhesives, tools, colouration systems, extensions, and aftercare; education and certification courses (online and face-to-face); a fee-based Recognition of Prior Learning pathway ($180 AUD per application via a partnered RTO); and paid webinars and pre-recorded content. Go-to-market combines a global authorised distributor and certified-technician network with direct-to-consumer e-commerce (House of Elleebana), a dedicated USA operation (elleebana-usa.com), and event- and community-led motions including trade shows, educator symposiums, salon discovery/support sessions, and the Elleebana World Cup competition. Most product pricing is not publicly disclosed.

Name

Elleebana

Legal name

Ex-Import Pty Ltd

Website

https://elleebana.com

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

51–100 employees

Short description

Elleebana is an Australian cosmetic manufacturer producing professional lash and brow enhancement products—lash lifts, lamination, tinting, and extensions—paired with a global education and certification curriculum, serving beauty technicians, salons, and distributors across 60+ countries.

Ownership category

akta.pro rank

Product category

Professional Lash & Brow Beauty Products

NAICS

Toilet Preparation Manufacturing (325620), Hair, Nail, and Skin Care Services (81211)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Eyelash Lift / Lash Perm Services (HSALAIAI)

akta.pro secondary industries

Brow & Lash Correction / Removal Services (PMU Removal/Color Correction) (HSALAIAL), Brow & Lash Growth Treatments / Conditioning (Serums/In-Salon) (HSALAIAK), Eyebrow Shaping & Design Services (HSALAIAC)

Keywords

• Lash lift systems
• Brow lamination products
• Professional beauty education
• Eyelash extension supplies
• Lash brow tinting

Headquarters

HQ city

Gold Coast

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D

Revenue model

1. Product Sales: Sale of professional lash and brow enhancement products including lash lift solutions, adhesives, styling tools (rods, shields, tweezers), colouration systems, eyelash extensions, and aftercare products. Distributed through authorised distributors globally and direct e-commerce.
2. Education and Certification Courses: Revenue from training courses including online and face-to-face delivery. Courses cover lash lifting, brow lamination, eyelash extensions, and specialised techniques. Includes kit bundled with training, case study assessments, and certification.
3. RPL (Recognition of Prior Learning): Accredited qualification pathway for Australian residents who have completed Elleebana's Classic Lash Extensions Foundation Course. Students submit evidence items and receive Statement of Attainment from partner RTO. Fee-based service at $180 per application.
4. Webinars and Pre-recorded Content: Online educational content available for purchase through houseofelleebana.com, including pre-recorded webinars and live event sessions.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels9 records

Core offering

Elleebana produces and manufactures professional lash and brow enhancement products including lash lift systems, brow and lash lamination, tinting and hybrid dye colour systems, eyelash extensions, styling tools, and aftercare products. The company also delivers a globally recognised education and certification curriculum covering lash lifting, brow lamination, eyelash extensions, and advanced techniques such as Korean Lash Lift, offered through online and face-to-face training. Products are sold to certified beauty professionals and salons worldwide through authorised distributors and the House of Elleebana e-commerce store.

Product overview

Elleebana is a multi-award-winning Australian beauty brand specializing in lash and brow enhancement products and professional education. The product portfolio centers on three core systems: the Elleebana Lash Lift (traditional perming/lifting), Elleeplex Profusion (CHC-based lash and brow lamination), and eyelash extension products. Supporting these are comprehensive colouration systems (Belmacil tinting, Helyx Hybrid Dye with Kera-Veg 18), professional styling tools (Flex Rods, Shields, Tweezers), and aftercare products (ReGEN bond builder, Advanced Aftercare, Elleevate mascara, ElleeFix wax). The company also offers an extensive global education curriculum covering lash lifting, Korean lash techniques, brow lamination, and lash extensions, available through online and face-to-face training delivered by certified educators. Elleebana operates through a network of authorized distributors serving 60+ countries worldwide, with headquarters at Gold Coast, Australia.

Differentiator

Problem solved

Functional benefit

Brands

• Elleeplex Profusion: Lash and brow lamination product range
• Belmacil
• Helyx Hybrid Dye

Products and services

• Elleebana Lash Lift System Professional lash lifting and perming system with proprietary cysteamine-based solutions, lash lift adhesive, and styling tools (rods, shields) designed to deliver consistent, premium lash lift results for certified beauty professionals.
• Elleeplex Profusion Lash & Brow Lamination System Thioglycolate-free lash and brow lamination system formulated with CHC chemistry for healthier restructuring that maintains lash softness, flexibility, and long-term integrity. Includes Elleemix thickener for Korean Lash Lift emulsions.
• Belmacil Lash & Brow Tinting System Professional lash and brow tinting system for colour enhancement, distributed as part of the Belmacil registered brand identity.
• Helyx Hybrid Dye First hybrid brow dye infused with Kera-Veg 18 vegan keratin alternative, clinically proven to strengthen brow hair by up to 21%, offering true ash tones for precision color customisation.
• Eyelash Extensions Range Professional eyelash extension product range including premade volume fans, professional bonding adhesives, and dedicated application tweezers (Elleebana Tweezers, Pro Curved Tweezer) for certified lash technicians.
• Professional Lash & Brow Styling Tools Standalone professional styling tools for lash lift and brow treatments, including Flex Rods, Flex Shields, Flex Hybrid Shields, Ultra Flex Flat Shields, Lift Lockers, Precision Lifter Tool, Tree Tool, Brow Tweezers, Wonder Wands, Elleebrush, Elleepalette, and safety accessories (Protective Eye Guards, ElleeLUXE Foam Patches, Protective Balm, Makeup Remover).
• Elleeplex Advanced Aftercare & Retail Products Retail and aftercare product range including Elleevate mascara (lifted-lash compatible), Elleeplex Advanced Aftercare serum with keratin, amino acids and vitamins, ElleeFix brow styling wax with sunflower and argan oil, Hyaluronic Boost Serum, Elleebalm, and ELLEEPLEX ReGEN disulphide bond builder.
• Elleebana Education & Certification Courses Globally recognised certification-based education programs covering lash lifting, Elleeplex Profusion lamination, Helyx Hybrid Dye application, Korean Lash Lift techniques, classic and volume eyelash extensions, delivered online and face-to-face, often with a full-sized lash lift kit included for in-person attendees.
• Eyelash Extensions Recognition of Prior Learning (RPL) Accredited Recognition of Prior Learning pathway for Australian residents to convert the Elleebana Classic Lash Extensions Foundation Course into a nationally recognised Statement of Attainment for SHBBMUP008 Apply Eyelash Extensions, issued through partner RTO Advanced School of Beauty Therapy (RTO #7052).
• Elleebana Webinars and Pre-Recorded Educational Content Pre-recorded webinars and live event session recordings available for individual purchase through the House of Elleebana e-commerce store, supporting both pre-sale education and post-certification continued learning.

Quantifiable outcome

• Helyx Hybrid Dye clinically proven to strengthen brow hair by up to 21%
• +2 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

One partnership is on record.

• Advanced School of Beauty Therapy (RTO #7052)coreStrategic or Co-development PartnerRegistered Training Organisation partnership for delivering accredited Recognition of Prior Learning (RPL) for eyelash extensions. Elleebana has partnered with this RTO to allow students who complete the Elleebana Classic Lash Extensions Foundation Course to receive a Statement of Attainment for SHBBMUP008 Apply Eyelash Extensions under the Australian Government National Training Package in Beauty Therapy.

Scale indicators4 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• Sugarlash PRO: North American lash brand offering eyelash extension products and certified training programs. Competes with Elleebana for professional lash artist mindshare and education-led product sales.
• Novalash: US eyelash extension brand combining professional adhesives, application systems, and accredited training. Overlaps with Elleebana's extension and education proposition for lash professionals.
• Nouveau Lashes: UK-based professional lash and brow brand offering LVL lash lift, brow lamination, and lash extension training with global distribution. Closest direct competitor to Elleebana across both professional products and certified education.
• Xtreme Lashes: Established US eyelash extension brand with proprietary application techniques and a global certified-educator network. Direct competitor on lash extension products and certification-driven distribution.
• RefectoCil: Long-established professional brow and lash tint brand distributed globally through beauty salons and educators. Direct overlap with Elleebana's Belmacil and Helyx tinting systems in the colouration sub-category.
• Lash Perfect: UK-based professional lash brand offering extensions, lash lifts, and brow treatments with certified training. Comparable product-plus-education model targeting the same professional beauty channel.
• London Lash: Global supplier of professional lash extension products, adhesives, and training courses with a strong e-commerce and educator network. Comparable hybrid product-plus-education model serving lash artists worldwide.
• Billion Dollar Brows: Professional and consumer brow brand with tinting, shaping, and lamination products. Direct overlap with Elleebana's brow lamination and Belmacil/Helyx colouration systems.

Broad incumbents

• RevitaLash Cosmetics: Lash and brow health-focused beauty brand with serums and cosmetics sold through professionals and retail. Competes in adjacent lash/brow conditioning categories with broader consumer distribution.

Regional players

• Beautiful Brows and Lashes: Australian brow and lash professional brand with training and retail products. Operates in the same domestic market as Elleebana with overlapping brow-focused services and education.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/groups/947867498687236
• Instagraminstagram.com/elleebana
• Xx.com/ElleebanaGlobal

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Elleebana