ABOUT US

Our story

Eluora begins with a word: elu. Estonian for life.

We chose it because it says exactly what this is for us — a new life, a new chapter, built together.

We're Jethro and Karina. Jethro grew up with farms, mountains and countryside around him in South Africa — open land, quiet space, the same kind of world. Different corners of the globe, but the same instinct — a deep respect for nature and what it gives back.

Karina grew up in Estonia, where nature isn't a backdrop, it's simply part of everyday life — forests, bogs, quiet countryside, and a respect for the land that gets passed down without anyone needing to explain it.

Then life took us both into the opposite world entirely: luxury hospitality, fast-paced, high-end, always moving. That's where we found each other — two people from quiet places, thriving in the city.

Eluora is what happens when those two worlds meet.

We wanted to bring the pace, the polish, and the standards of luxury we know so well, and pair them with the thing we never stopped valuing — nature, real and unhurried, doing what it's always done.

Estonian peat bogs, formed over long periods of time, became the natural place to start.

Building Eluora together has meant building our relationship and our business at the same time — the two aren't separate for us, they're the same story.

That's the part we're most excited about, and it's exactly what elu means to us: life, built together, on our own terms.

What we are creating

We create high-performance hair, scalp and body care inspired by one of nature's most distinctive materials: Nordic peat.

Our formulations combine carefully selected ingredients with thoughtfully developed cosmetic formulations, designed to cleanse, condition and care for hair, scalp and skin.

Depending on the product, our formulations are designed to provide:

• Cleansing and freshness

• Hydration and conditioning

• Softness and smoothness

• Healthy-looking hair and skin

• Care for the scalp and skin

• A refined, comfortable feeling after use

ELUORA products are designed for modern beauty routines, including routines shaped by demanding environments such as heat, dry air, sun exposure, salt and urban pollution.

Why we created ELUORA

Modern beauty can often feel complicated.

ELUORA was created to take a more considered approach — combining carefully selected ingredients, thoughtful formulations and the simplicity of a Nordic-inspired beauty ritual.

At the heart of our brand is peat — a naturally formed material created over long periods in wet, oxygen-limited environments. Layers of plants, mosses and other organic matter slowly decompose, forming peat naturally containing mineral compounds.

This distinctive Nordic material became the foundation for our approach to beauty: simple, considered and connected to nature.

We believe beauty should be:

• Effective, not aggressive

• Clean, not complicated

• Luxurious, not excessive

ELUORA exists to bring the character of Nordic nature into modern self-care — creating considered rituals for hair, scalp and skin that leave you feeling clean, refreshed and cared for.