Natalia Elaydi Is Redefining Beauty Through Sustainability and Self-Discovery

A Dream, a One-Way Ticket, and an Unshakable Vision

When Natalia arrived in Vancouver from Russia at just 17, makeup wasn’t just a passion—it was a lifeline. “I didn’t speak English,” she recalls, “but I knew how to connect with people through artistry.” That connection led her to JCI, where she formally trained in makeup and began carving out a place for herself in an industry she’d one day reshape.

“I always loved makeup,” Natalia says. “My mom let me collect hers when I was young. I wasn’t allowed to wear it—just to keep it in a beautiful pouch. It was old and probably full of heavy metals,” she laughs. “But once a year, on New Year’s, I could use it. And you can imagine what I did—pink, blue, glitter, everything shiny I put on my face.”

From those early days of crafting eyeliner brushes out of cut-down art tools—long before YouTube tutorials—Natalia’s creativity and resourcefulness were clear. What wasn’t clear, at least then, was how far it would take her.

Learning the Language of Beauty

At JCI, Natalia found more than technical training—she found community, mentors, and the foundation for what would become a 20+ year career spanning retail, education, and eventually, the role of Creative Director at Poise Beverly Hills.

And yet, she never stopped questioning. “So much of the beauty industry is about trends, consumption, and waste. I started asking, what if makeup could be meaningful and sustainable? What if it could do less harm?”

Those questions led to her biggest leap yet: founding MILA, a sustainable packaging company named after her daughter. But the path wasn’t obvious, and it wasn’t easy.

“I never imagined starting a business,” Natalia admits. “But my mentor Eric saw something in me. He asked, ‘What would you do if fear wasn’t in the way?’ That changed everything.”

From Concept to Creation—With Zero Plastic

MILA’s hero product is a sleek, refillable bamboo palette—entirely plastic-free. Unlike many brands that adopt eco-aesthetics without deeper commitment, Natalia’s mission runs deep.

“There are bamboo palettes out there, but they still have plastic hinges or parts. I didn’t want that,” she says. “I wanted nothing plastic at all. I spent a year researching and flew to China to see the factory myself. I wanted to know every part of the process. It was an incredible experience to make sure everything met my standards.”

That dedication to detail sets MILA apart. “It’s not about competing with the multimillion-dollar plastic monsters. I don’t want to compete—I just want to show there’s another way.”

Natalia sees sustainability not as a marketing tactic, but a moral imperative. “You can’t just say one palette is bamboo and call yourself eco-friendly. If your lipstick tube still has plastic, or if you're taking someone’s word overseas that it's recycled—you need to check. You need to know.”

And yes, she knows her products may not look or feel like traditional packaging. “It’s never going to be as smooth or as thin as plastic,” she says. “You can’t put a window in it. But bamboo is a highly renewable source. It grows a meter overnight. It’s beautiful in its own way.”

Beauty That Enhances—Not Hides

Natalia’s approach to artistry mirrors her brand philosophy. “Makeup should enhance, not hide. I love working with what’s already there and helping people feel seen.”

She teaches clients how to use products in simple, expressive ways that last—not just in wear, but in impact. And that intentionality has resonated with both makeup artists and conscious consumers.

“People think, well, there are already so many makeup artists. But if you’re passionate, there’s always a place for you. There’s always a job for a makeup artist—you just have to stick to it.”

To the Next Generation of Creatives

For students navigating doubt or just beginning their path, Natalia offers both encouragement and realism. “You don’t have to have it all figured out. Just take the first step. If I could move across the world, not speaking the language, and start from scratch—you can too.”

She also urges students to fully engage with their education. “Show up. Ask questions. Say yes to every opportunity. The education is there—but it’s what you do with it that really counts.”

And to those thinking about sustainability in their own routines? She says, start small—but start intentionally. “It’s about showing people that there’s a choice. That beauty can exist in sustainability—not just in a shiny plastic container.”

What’s Next for Natalia—and MILA

Today, Natalia continues to grow MILA with care and conviction. She’s exploring new product innovations and collaborations, and looking to expand the brand’s reach without compromising her values.

“I still have hope in humanity,” she says. “I want to continue challenging the industry to do better. It’s not about creating more—it’s about creating better. Thoughtfully, beautifully, and with care.”

Her story—from a 17-year-old with a dream and a pouch of glittery makeup, to a founder reimagining beauty’s future—is proof that transformation begins with one step, one idea, and the courage to believe there’s another way.