Eleanor Pendleton, founder of Gritty Pretty and one of Australia’s most respected beauty editors, is expanding her influence in the industry with the launch of her new brand, Haléau Beauty. Set to debut in 2025, Haléau represents her next chapter - a curated collection of skincare and beauty essentials designed to combine luxury with integrity. With a background rooted in over a decade of beauty journalism, Eleanor brings her editorial eye and deep understanding of ingredients, efficacy, and consumer needs to the brand.
Define your brand
Haléau is a clean cosmetics house creating skin-first makeup in refillable keepsake packaging. Every product is designed to be luminous, considered and timeless — beauty that honours both skin and planet.
What sets your brand apart?
Our point of difference is the union of performance, sustainability and meaning. The formulas feel like skincare, the packaging is sculptural and refillable, and every detail is crafted with intention. We’re not chasing trends – we’re creating objects of beauty designed to be treasured.
We’re not chasing trends – we’re creating objects of beauty designed to be treasured.
What do you attribute your brand's success to?
Community and storytelling. From the start, I’ve shared the founder journey transparently through Open Book on Substack – the wins, the struggles, even the financials. That honesty has created trust and loyalty, which is the foundation of our success.
What is your key role today in the business? How has it evolved with time?
Right now, I wear almost every hat – founder, creative director, marketing director, product developer, storyteller. As we grow, I hope my role will evolve into one that’s less about doing everything myself and more about building a value-aligned team who can bring Haléau’s vision to life alongside me.
What is your Brand mantra?
Illuminate with intention.
Why has your brand made headway in such a competitive market?
Because we’re not trying to be everything to everyone. We’ve been very clear about our philosophy – slow-batch, refillable, skin-first makeup – and stayed true to that, even when it’s harder or more expensive. Consumers are smart; they recognise integrity and also quality when they see it.
What advice would you give to someone wanting to start their own business in the beauty arena?
Be very clear on your “why.” This industry is fast-moving, competitive and often unforgiving — if you don’t have a deep purpose guiding you, it’s easy to burn out. And don’t underestimate the financial reality. Build a buffer, be transparent with yourself about costs, and know that it will take longer and cost more than you think.
Be very clear on your “why.” This industry is fast-moving, competitive and often unforgiving — if you don’t have a deep purpose guiding you, it’s easy to burn out.
How do you stay ahead and keep your brand relevant in our digital world?
By being human online. Social media changes daily, but what doesn’t change is people wanting connection. Since announcing the launch of the brand, I have been sharing the behind-the-scenes of building Haléau, my family life, and the honest realities of being a founder. That authenticity keeps us relevant.
What can we look forward to seeing next from you, and the brand?
Our launch product, the Pearl Baume Illuminating Highlighter, is just the beginning. Next, you’ll see refillable powders, liquids, brushes, body products and supplements – all crafted with the same philosophy of slow-batch, skin-first beauty. Longer term, my dream is to create an entire ritual of keepsake cosmetics.
CEO QUICKFIRE
Coffee Order
Regular cappuccino extra hot, always. Or, an iced oat matcha with honey.
What’s inspiring you?
Honestly, right now it's Haléau's community. Before we even launch on October 1, the community has been so supportive, so invested and so encouraging – these women inspire me everyday.
Favourite business quote
“Build something you’d be proud to put your name on.”
Groundbreaking Brand
Emma Lewisham — she’s proving luxury and circularity can co-exist at scale and has been a friend and inspiration of mine.
Product you admire/wish you’d created!
Becca’s Shimmering Skin Perfector in Opal. It was truly iconic and set the standard for luminous, skin-enhancing makeup. Although it’s no longer in the market, it inspired the creation of our Pearl Baume Illuminating Highlighter, which I like to think takes that same radiance and reimagines it with a cleaner, more advanced formulation.
Find Haléau Beauty online and @haleaubeauty & Eleanor @EleanorPendleton
