Hey, we're Elusive! <3

Hey, we're Elusive! <3


At our company, we value individual autonomy and the power of community. We believe that beauty professionals should have access to higher education and we are dedicated to creating unique products that are both effective and sustainable. We strive to provide luxurious services that have a holistic approach and value your time. Our goal is to give you more than just a service - we want you to have a meaningful experience.


Dianna Dwyer is the founder and CEO of Elusive Beauty, Brand and Studio. With almost a decade of experience in the cosmetics industry, Dianna has become an expert in offering luxurious beauty services and has previously owned and operated two e-commerce websites and service studios. Passionate about helping others, Dianna focuses on program development and creating higher industry standards for artists and educators. Dianna is currently completing her Masters in Cosmetic Science which will allow her to incorporate raw ingredients from Newfoundland and Labrador into Elusive’s product formulations and further strengthen the beauty industry.


At Elusive Beauty Academy (EBA), our goal is to equip our students with the most comprehensive and up to date training and knowledge so they can be successful in the industry as quickly as possible. We put an emphasis on the combination of science-backed research and modern artistic trends to develop our course materials. Our experienced trainers have considerable training, education and experience in these specific fields and their mission is to ensure our students don’t develop any poor habits from natural reactions and correct them along the way. With the industry rapidly evolving, it’s imperative that our students are trained with the most up-to-date information so they can stay ahead of the game and gain an edge over the competition.


As the world becomes increasingly concerned with sustainability and the effects of cosmetic ingredients on our planet and bodies, it is more important than ever to incorporate new, eco-friendly materials into our beauty routines. That's why we're proud to introduce our newest research in cosmetic formulations for lashes, brows, and spray tans, incorporating raw ingredients from Newfoundland's stunning landscape to create products that are not only effective but also sustainable.

Our passion for clean ingredients and science-proven research has led us to the discovery of some truly groundbreaking formulations. For example, our lash and brow hydro prime contain birch water and dandelion harvested from the rugged shores of Newfoundland. These powerful ingredients work together to strengthen lashes and promote healthy hair growth, while also providing essential moisture and nutrients to nourish delicate skin around the eyes.

Our spray tan formulations have also undergone a major revamp, with new formulas featuring eco-certified DHA (dihydroxyacetone) derived from beetroot sugar and combined with nourishing ingredients like organic argan oil and shea butter. This results in a streak-free, natural-looking tan that not only makes you feel good but also helps to take care of our planet and its people.

But it's not just the ingredients that make our formulations so special. We're also committed to using sustainable packaging materials, minimizing waste, and promoting ethical sourcing and production methods. Every day, we strive to lead the way in the cosmetic industry by making small but meaningful changes that add up to big positive impacts on the world around us.

So whether you're looking for luscious lashes, bold brows, or a natural-looking tan, you can trust that our formulations will deliver results that are good for you and the planet. Because at the end of the day, taking care of ourselves and our world should be a top priority for us all.

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