An effervescent soul with a big heart, Melodie Reynolds is filled with equal parts passion and purpose. Melodie is the Founder and CEO of Elate Cosmetics, a natural and clean cosmetic brand based out of Victoria, BC. Elate Cosmetics’ purpose is to transform the everyday routine of putting on makeup into a conscious ritual, one filled with joy, integrity and self-care.
Each Elate Cosmetics product is created with intention — from how ingredients are sourced to the way products are marketed, every decision is made with love, consideration and soulfulness in mind. Melodie is a babe because she is creating the space for people to feel beautiful, confident and powerful, one lipstick and powder at a time.
What does #babessupportingbabes mean to you?
I have always loved collaboration. When I started Elate Cosmetics, it was always centred on the idea of creating a culture of collaboration. The beauty industry is huge and everyone wants a piece of it, and everywhere you look there are so many people and companies doing incredible things. This is why I don’t believe in competition — I believe in collaboration.
I believe we rise by lifting others, and there are a ton of other cosmetic brands and entrepreneurs that I regularly chat with — we trade industry tips, talk about entrepreneurship, and just connect. No one understands the challenges and unique privileges of running a business better than someone who is in the same industry, and it’s been such a joy to connect, collaborate and form friendships with my peers.
What is something you wish you could’ve told yourself in your first year of business?
There are so many things I wish I could’ve told myself. A little rhyme my husband says all the time is, “grow at a rate, you can keep it great”. When I hired my first full-time person, it was at a time when I was trying to do everything all at once. While it felt like a luxury to hire someone, I realized that if I wanted Elate Cosmetics to grow at its current rate and still be great, I needed the help.
Another thing I wish I could’ve told myself when I was starting out is that when I stay true to my core values, everything else works out. Every bump I’ve experienced has been when I’m out of flow with my values. I actually prefer flow to balance — I think being in ‘flow’ actually has more impact on my overall well-being than how busy I am (e.g. what some people would call balance). Sometimes I’m busy and in perfect flow, and I feel fantastic.
Who are some of your mentors and what have they taught you?
I am constantly looking for someone to mentor me — I am a lifelong learner and always want more guidance and knowledge! Someone in Victoria who has been a tremendous help to me is Carolyne Taylor with Victoria Yoga Conference. She is generous with her time, an amazing community connector, and someone who has been a huge advocate for me and many of my peers. Another person that comes to mind is my first “beauty boss” Lorraine — she owned her own hair salon and really showed me what it took to run a successful business, and I still use what she taught me every single day. My dream mentor would be Rosemarie Swift with RMS Beauty. I think her brand and personal story is incredible and inspiring.
What is most trusted news source? Do you seek out the news, or do you let it find you?
Each morning, I read Beauty Independent — it keeps me up to date with everything going on in my industry. I also have an app on my phone that aggregates all of my news — I have tailored it over the years to focus on topics I’m passionate about. I also love the CBC, and I’m a podcast junkie. I also try to regularly read about topics that I don’t agree with or something that I’m re-learning. A book I read recently that really captivated me was The Missionary Position: Mother Theresa in Theory and Practice by Christopher Hitchens. From a values perspective, there were parts I was in total alignment with and other aspects I found so challenging. I love it when a book compels me to think and contemplate my belief systems.
What are five things we would find on your desk?
A computer, a bottle of water, a paper planner (I’m old school!), a copy of The Courage To Be Disliked by Nicholas Epley, and a deck of tarot cards — my favourite deck is Uusi’s “The Pagan Otherworld Tarot”. I often pull a card to start my day and determine where I need to focus my energy.
If you could travel to any city or place tomorrow, where would you go?
Bordeaux, no question. In the centre of town, there is this beautiful, quaint fountain, and beside it, there is a cafe where you can have coffee or wine and all of the town folk bring their children to play at this fountain. It is pure magic and I can’t wait to go back.
What is your karaoke song?
Don’t Stop Believin by Journey. Cheesy but true.
What would you consider your superpower, a.k.a. the one thing you do better than anyone else?
My superpower is that I’m totally and completely average. That probably sounds confusing — let me explain. What I mean by ‘average’ is that I am a woman, with 40 years of life experience, and while I know and appreciate my own experience, I also recognize that every person has their own unique experience. I believe my superpower is in understanding exactly who I am in this world, recognizing what I have to contribute, and also recognizing everyone else has something unique about them. I guess you could call my superpower perspective.
When you were a kid, was there an artist, movie or album that had a profound effect on you?
Rumours by Fleetwood Mac was and is the soundtrack of my life.
What celebrity would play you in a movie about your life?
Jessica Chastain! I just love her.
Are you a work-by-yourself kind of person, or a person who loves working surrounded by people?
I get more done when I’m by myself, but I feel more fulfilled when I’m part of a team. I feel like I want to be with the team, checking in and being ‘in it’ with them. I also get a deep sense of satisfaction from alone time. Luckily, with my work, I get to do both, which is wonderful.
What three items would you take with you to a deserted island?
A book to read — maybe something substantial, like East of Eden by John Steinbeck. I’d also bring a shovel and a bar of soap. I’d like to say an Elate Cosmetics lipstick, but the shovel is probably more practical!
At the end of your career, what one word do you hope people use to describe your business?
That I was kind.
Keep up with Melodie on Instagram @melodieelated and @elatecosmetics.
Introduction written by Alexis Sheridan.
Photography by Karen McNeil.