For 30 years and counting, Elleebana has been a familiar face at Beauty Expo Australia.
Since 1996, Elleebana has continued to return to the event year after year, growing alongside the Australian beauty industry and connecting with generations of lash artists, brow artists, beauty professionals and educators.
But Elleebana’s connection to Beauty Expo Australia goes even deeper than simply exhibiting at the event.
A Family Connection to Beauty Expo Australia
In the early days of Elleebana, Otto Mitter’s mother, Suzette, played an important role in helping build and shape Beauty Expo Australia into the event it is today.
As Elleebana began establishing itself within the beauty industry, the team’s presence at Beauty Expo Australia continued to grow. From the early days of spreading the word about Elleebana eyelash perms, the brand has continued to evolve alongside the industry.
What began in 1996 has become a 30-year relationship with one of Australia’s most significant professional beauty events.
Over the years, the products, techniques and conversations may have changed, but one thing has remained the same: Elleebana’s commitment to education, innovation and the people who make up the beauty industry.
From Eyelash Perms to the Future of Lash and Brow Education
When Elleebana first began exhibiting at Beauty Expo Australia, the industry looked very different.
Eyelash perms were among the products being introduced to Australian beauty professionals. Today, Elleebana’s education and product portfolio has expanded significantly, with advanced lash lifting, Korean lash lifting techniques, brow lamination, colour science, bond repair and more forming part of the modern lash and brow conversation.
This year, visitors to the Elleebana stand will have the opportunity to see a range of techniques demonstrated live, including:
- Advanced Korean Lash Lift techniques
- The original Elleebana Lash Lift using the Elleebana’s One Shot Lash Lift System
- Brow Lamination’s with Elleeplex Profusion
- Helyx Hybrid Dye brow colouration with the first ever hybrid dye range infused with Keraveg-18.
These live demonstrations are an opportunity for artists to see techniques in action, ask questions and connect directly with the Elleebana team and educators.
Otto Mitter Brings the Monofusion Tour to Sydney
One of the major highlights of this year’s Beauty Expo Austarlia will be Otto Mitter’s presentation, Lift, Lock, Link & Tone: The Science of Monofusion.
As Elleebana Founder, Managing Director and Cosmetic Chemist, Otto has taken Monofusion around the world throughout 2026, presenting the education session in Athens, Slovenia, Japan, New York City, Guatemala and Las Vegas.
Now, the global tour is coming home to Sydney.
Monofusion explores the relationship between lash lifting, bond repair and colour science. The presentation looks at how tinting, setting and bond repair can work together in an intelligent phase, while exploring how changes to the hair structure can influence pigment uptake, tonal accuracy, depth and longevity.
The session combines cosmetic chemistry with practical application, giving lash and brow professionals a deeper understanding of how product chemistry, hair structure and technique work together to create more consistent and customised results.
It is a fitting presentation for an event that has been part of Elleebana’s history for three decades.
Looking Back: Kelley Baker’s Celebrity Brow Masterclass
Beauty Expo Australia has also been the setting for some of Elleebana’s most memorable educational moments.
In 2019, Elleebana hosted celebrity brow artist Kelley Baker as part of her Australian Celebrity Brow Master Class Tour.
Kelley Baker is renowned for creating some of the beauty industry’s most recognisable brows and has worked with celebrities including Khloé Kardashian, Kourtney Kardashian, Emma Chamberlain, Tate McRae and Zendaya, among many others.
Her Australian tour began at Beauty Expo Sydney before continuing to Melbourne and the Gold Coast, where she shared her renowned brow tips, tricks and techniques with beauty professionals.
For Elleebana, bringing international educators and industry leaders to Australia has always been about more than simply hosting an event. It is about creating opportunities for artists to learn, connect and be inspired.
A History of Recognition
Over the years, Elleebana and Otto Mitter have also been recognised for their contributions to education, innovation and the beauty industry.
Otto’s industry recognition includes winning the 2017 Australian Beauty Industry Award for Educator of the Year and the 2023 ABIA Humanitarian Award.
Elleebana has also been recognised as a finalist for Educator of the Year Organisation and Best Business Performance of the Year at the 2019 Australian Beauty Industry Awards. In 2022, Elleebana took home the ABIA Best Business Performance of the Year Award.
These recognitions are a reflection of the dedication that goes into the brand, from product development and education to supporting the broader beauty community.
An Investment in Relationships
Returning to Beauty Expo Australia year after year represents a significant investment.
There is the investment in the stand, the team, the demonstrations, the education, the travel and everything that goes into creating a meaningful experience for attendees.
But for Elleebana, that investment has always been about something much bigger than a tradeshow.
It is about investing in relationships.
For 30 years, Beauty Expo Australia has provided an opportunity for Elleebana to meet artists face-to-face, reconnect with long-standing customers, introduce new professionals to the brand, support educators and share knowledge with the industry.
Some relationships began in the early days of Elleebana eyelash perms. Others have developed through years of education, product innovation and events around Australia and the world.
Many of those relationships have continued for decades.
That is what makes returning to Beauty Expo Australia so meaningful for Elleebana. The event is not simply a place to showcase products. It is a place to connect with the people who have helped shape the brand and the industry alongside it.
30 Years Later, We’re Still Showing Up
From Suzette’s involvement in the early development of Beauty Expo Australia to Elleebana’s first appearances in 1996, and from the early days of eyelash perms and tinting to the latest advancements in Korean lash lifting and Monofusion, Elleebana’s journey has always been closely connected to the evolution of the beauty industry.
Now, 30 years later, Elleebana is returning once again.
With live lash lift and brow lamination demonstrations, Korean lash lift education, the original Elleebana One Shot Lash Lift System and Otto Mitter’s latest Monofusion presentation, Beauty Expo Australia will be another opportunity to learn, connect and celebrate the industry that Elleebana has been proud to be part of for three decades.
Because while the industry continues to evolve, one thing remains constant:
Elleebana will continue to invest in education, innovation and, most importantly, the relationships that make this industry so special.
