In November 2025, Elleebana will celebrate 30 years of excellence in the beauty industry. Since its inception in 1995, Elleebana has evolved from humble beginnings on Australia’s Gold Coast into a globally recognised leader in lash and brow enhancement, renowned for its innovative products, award-winning education, and unwavering community support.
Innovation
Elleebana’s commitment to innovation has been a cornerstone of its success. The brand revolutionised the beauty industry with the introduction of the Elleebana One Shot Lash Lift system, offering advanced formulations and swift processing times. Founder and Managing Director Otto Mitter, a qualified cosmetic chemist, has been instrumental in developing groundbreaking products such as the Elleeplex Profusion System, Elleeplex ReGEN, and Elleebana Brow Henna. His passion for product development and research continues to drive Elleebana’s innovation, setting new benchmarks in the beauty industry.
Influence and Awards
Over the past three decades, Elleebana’s influence has been recognised through numerous accolades. The brand has received over 21 awards for product innovation and excellence in education, including the prestigious Product Integrity Award from the National Association of Lash Artists in both 2019 and 2020. These honours reflect Elleebana’s unwavering commitment to quality and industry leadership.
Community Support and Global Events
Elleebana’s dedication to community support is evident through its active participation in global beauty events and charitable initiatives. The brand sponsors and supports numerous competitions and symposiums, such as the Elleevation Symposium, fostering collaboration and knowledge sharing among beauty professionals worldwide. In times of crisis, Elleebana has extended its support to communities in need. Following devastating floods in Spain, the brand donated 50 packs of their products to help affected salons rebuild their businesses. Additionally, during the Australian bushfires, Elleebana and its global distributors collectively contributed over $10,000 to support relief efforts, demonstrating a strong commitment to philanthropy and community welfare.
Excellence in Education and Support
As a multi-award-winning leader in education, Elleebana offers a comprehensive curriculum designed to elevate the skills of beauty professionals. With a network of elite trainers across over 60 countries, the brand ensures that practitioners receive top-tier training and ongoing support, setting industry benchmarks for excellence. Elleebana’s education program has been curated by an award-winning team, bringing almost three decades of combined experience to the lash and brow industry. Founder Otto Mitter has been making waves globally, delivering highly sought-after Lash Lift Mastery sessions to sold-out audiences at prestigious conferences like LashCon in California and beauty exhibitions in Los Angeles, Chicago, Miami, and Sydney. Through on-stage live demonstrations and educational sessions, he continues to inspire lash and brow artists, reshaping the future of the lash industry.
Dedication and Passion
The driving force behind Elleebana’s success is an unwavering dedication and passion for the beauty industry. Founder and Managing Director, Otto Mitter, exemplifies this commitment, leading the brand with a vision to innovate and inspire. His passion for continuing education and helping beauty professionals develop their careers is appreciated by his team and colleagues around the world. Under his visionary leadership, Elleebana has fostered a culture of creativity and pushed boundaries, revolutionising the lash industry and inspiring beauty professionals worldwide to reach new heights of success.
Equally integral to Elleebana’s achievements is CEO and CFO, Zoe Mitter. With a robust background in business administration and a strategic approach to product costing and financial management, Zoe has been pivotal in steering the company’s growth and operational excellence. Her early career in administration and subsequent studies in business have equipped her with a diverse skill set that has been instrumental in the company’s expansion and success. Together, Otto and Zoe have cultivated a family-oriented culture within Elleebana, where passion meets excellence in service and innovation in products.
As Elleebana approaches this remarkable 30-year milestone, the brand remains steadfast in its mission to empower beauty professionals and elevate industry standards. The journey doesn’t end here; exciting new reveals are on the horizon. Stay connected and be part of the next chapter by following @elleebana.