Elleebana

Elleebana is an Australian professional lash and brow brand founded in 1995 on the Gold Coast by cosmetic chemist Otto Mitter [1][6]. It specialises in lash lifting, lash and brow lamination, tinting and eyelash extensions, supplying treatment systems, tools and training to salon professionals rather than selling chiefly to consumers. The company is the trading name of Ex-Import Pty Ltd, of which Mitter is managing director [7], and remains active: in November 2025 it marked its 30th year in the beauty industry [6].

The brand's distinctive spelling reflects its focus. According to the company, the name derives from an Australian Indigenous word for peace, tranquillity and beauty, while the doubled letters stand for lash lifting and eyelash extensions. From its base at Burleigh Heads, Elleebana distributes through head distributors and a network of trainers reported across more than 60 countries.

Otto Mitter, a qualified cosmetic chemist, was introduced to the beauty industry early through his mother, who the company says established one of Australia's pioneering beauty clinics and helped shape the country's first competency-based beauty therapy training [7]. He studied makeup artistry, beauty therapy and lash and brow work in the Gold Coast before moving into cosmetic formulation. Mitter founded Elleebana in 1995 and has led product development and education since. Family involvement continues in management, with Zoe Mitter handling business administration and finance.

Elleebana's range centres on professional treatment systems. Its best-known product is the Elleebana One Shot Lash Lift, which the company describes as a single-application lifting system; the trade publication Lip Gloss and Aftershave dates the One Shot system to 2004 and credits it with introducing single-use sachets in place of glass ampoules and pump bottles, a format it says became "the benchmark for many brands around the world" [8].

A later line is Elleeplex Profusion, a lash and brow lamination system the company markets as vegan friendly. It uses a cysteamine HCL active and, the brand states, contains no thioglycolate, with results said to last six to eight weeks [5]. Elleebana also produces a tinting range, the Elleeplex Profusion Colour System, alongside eyelash extension supplies and styling tools such as rods, shields and tweezers. The company attaches efficacy figures to some formulas — its lash-lift material claims the treatment strengthens hairs by 21 percent and elasticity by 18 percent — though these figures are not independently verified [3].

The brand frames product integrity, innovation and education as the basis of its business, and operates an extensive training program, with the company reporting more than 300 trainers worldwide.

Elleebana lists more than 21 industry awards in recent years. Among them are the ASCP Skin Readers' Choice award for lash lift and brow lamination in 2024 and 2025, a Dermascope award for best lash lift in 2023, an Australian Beauty Industry Award for business performance in 2022, and the National Association of Lash Artists' Product Integrity Award in 2019 and 2020 [1]. In a 2025 feature on the brand's 30 years, Lip Gloss and Aftershave described Elleebana as having grown "from an Aussie gem to an international lash and brow powerhouse" and called it "the most influential brand in lash lifting and lamination" [8].

The company manufactures in a facility in Queensland that it states is certified to the ISO 22716 cosmetics good-manufacturing-practice standard [1]. It positions the Elleeplex Profusion colour system as "as kind to the planet as it is to lashes and brows," though detailed environmental commitments beyond this are not documented in the available sources.

Elleebana is active. Its most recent visible milestones are its 30-year anniversary in November 2025 and a 2025 ASCP Skin Readers' Choice award, with a current product range and education program [6]. The company states it is present in over 60 countries through established distributors [1]; an earlier figure of "40 plus countries" appeared in the 2025 trade feature [8], and the more recent brand-stated figure of 60-plus is the larger of the two.