Elan builds beauty businesses from a standing start. The formulation, the small‑batch UK manufacture, the identity on the box and the store it sells from — one house, everything made. We should know it works: we run our own brands on exactly the same machine.
Made in the UK
Elan owns and operates three brands of its own — Cult 51, the premium British anti‑ageing name behind the Original Night Cream; MIE Skincare; and the Elan hand‑care range — and sells them every day through stores, marketplaces and retail channels we built ourselves. That machine is the business. Work with Elan and it becomes yours.
Behind the house sits a dedicated UK manufacturing partnership: a specialist small‑batch factory with its own formulation laboratory, working to our brief. Nothing here is theoretical and nothing is passed to strangers — the lab, the filling lines and the commercial team are all one call away.
Take the lot, or take the piece you're missing. Every line below is delivered inside the house or by our dedicated manufacturing partner — never bought in from a directory.
A written brief becomes a formula in the laboratory: the texture, the scent, the skin feel, the price point. Sampled, refined and signed off by you before anything is made in volume.
Small‑batch production in the UK — first runs from 500 units per line, roughly four weeks from brief to finished goods, and reorders made in step with your sales, not a warehouse forecast.
Naming, brand, packaging and print, designed to hold its own beside the established names on the shelf — and built alongside the product, not bolted on at the end.
The store, the checkout, the subscriptions, the Amazon and marketplace listings. Designed, built and run by us, taking money from the day your first stock lands.
Pricing that leaves real margin, launch planning, retail and stockist conversations, distribution. The unglamorous commercial work that decides whether a brand lasts.
Content, social, email and PR — the same weekly engine that keeps our own brands selling, pointed at yours once it's live.
A finished product sitting in a warehouse is a cost. A finished product with a store, a checkout and an audience is a business. Most manufacturers stop at the pallet; Elan builds the selling machinery too — your own e‑commerce store, payments and subscriptions, Amazon and marketplace presence, and the content system that feeds your channels.
None of it is guesswork. It's the same digital operation our own brands trade on every day, proven with our own money before it touches yours.
An idea is not a business. A product you can hold, a name worth remembering and a way to sell it — that is a business.
— The house position
Premium British anti‑ageing skincare and home of the Original Night Cream. Owned, operated and sold by Elan — direct at cult51.com and through retail.
Trading now
Performance‑led skincare brought into the house and rebuilt — new storefront, new route to market, same relentless focus on visible results.
Trading now
The range that carries the house's own name: antibacterial hand care with argan oil and shea butter, made in Britain.
Trading now
The fourth cell is deliberately empty. Some brands we own; others we build for founders, creators and businesses who want the same machine behind them.
Start below ↓What you want to build, who buys it, what it must sell for. A conversation, not a form‑filling exercise.
The lab formulates, you approve real samples, and the first 500‑unit run goes through the factory.
Identity and packaging designed while your product is in production — the brand and the goods arrive together.
Store, checkout, marketplaces and content, tested and ready before the stock reaches you.
Launch, then compound: content, email, retail conversations and small reorders made as you sell.
An idea on a napkin, a half‑built brand, or a product that deserves better machinery behind it. One conversation is usually enough to tell you what it would take — we reply within one working day.