From humble beginnings, Ella & Jo have created a skincare empire with a moment of self-care at its core. Founded by Make-up artist Charlene Flanagan and Skin Therapist Niamh Ryan, the duo saw a gap in the market for practical, accessible and fun skincare for women
After the success of the Squeaky Clean Brush Cleanser in 2017, Ella and Jo launched a handbag essential, the 3-in-1 Hyaluronic Skin Mist for hydration on the go, quickly building a cult following. Since then, the pair have built up a strong collection of skincare essentials that are not only easy to use but also encourage us to slow down and enjoy skincare as a ritual rather than a chore.
In this deep dive interview, Ella and Jo share the inspiration behind their brand, how they use their business to support other women and why skincare should always be a joyful experience.
Can you tell us a bit about how Ella & Jo started and what inspired its creation?
Ella & Jo started with one product, Squeaky Clean Brush Cleanser, a product that was designed not just to clean your makeup brushes but also to act as part of your skincare routine, reducing breakouts and skin congestion.
Niamh, Co-Founder of Ella & Jo, has run a professional skin clinic for over 12 years and found that clients were spending money on products and facials but neglecting to connect the dots between dirty makeup brushes and congested skin. Or that they found the process too long and too much effort.
There was nothing on the market that made brush cleansing easy or enjoyable for our customers at that time. So, from there, the goal of creating skincare has always come from listening to real women who wanted an easy, effective skincare routine, and we have made it more joyful for her.
What sets Ella & Jo apart from other cosmetics brands on the market?
We do it because we understand her. Our formulas are award-winning and high-quality, delivering incredible results and reviews. Our values make us go deeper; we understand our customers because we are those customers, too.

We understand what she needs for her skin, how she shops, how she feels, and what brings her joy, and our product range reflects the relationship we have built with our amazing community.
Self-care is a major theme in your brand’s philosophy. How does Ella & Jo integrate self-care into its products and messaging?
Self-care is at the core of what we do. We believe skincare should feel like a moment of joy, not another task on her to-do list. Our products are designed to make that moment special, whether it’s a quick spritz of our Ella & Jo 3in1 Hyaluronic Skin Mist throughout your busy day or Ella & Jo Melt the Day Away Cleansing Balm with an evening skincare ritual.
We use texture, scent and design while also spreading positive, empowering messages through all our marketing communication.
Can you share some ways that Ella & Jo supports women’s empowerment through its initiatives or products?
Empowering women is part of our DNA. We’ve supported women in business and entrepreneurship from the beginning, often collaborating with female-led companies. We also design products that help women feel they have given themselves a moment just for them in their busy day.
With beauty trends constantly evolving, what key trends are you noticing this year? How is Ella & Jo adapting to these trends?
We’re seeing a big shift toward skinimalism—fewer products, but higher quality. People want skincare that’s effective and efficient, which aligns perfectly with what we’ve always done.

We’re also noticing a growing demand for sustainability, so we’re continuing to innovate on that front with eco-friendly packaging and ingredients.
How does Ella & Jo stay ahead of the curve in a rapidly changing beauty industry?
By listening to our customers and staying true to our values. We’re constantly evolving, but our focus on quality and simplicity remains the same. We also keep an eye on emerging skincare science and trends, making sure we’re always offering the best possible products with the highest quality ingredients.
Social media has a huge influence on beauty standards. How do you think it has shaped consumer expectations and beauty norms?
For our consumer, she uses social media as an educational tool to guide her on ingredients, products and advice. Social media has made beauty much more inclusive, which is fantastic, but it’s also raised expectations for instant results.
Consumers are more informed and demand transparency, which we fully support. Brands have a responsibility, and we strive to show up on a platform aligned with our values of authenticity, wellness, positivity, and inspiration.
How does Ella & Jo approach the challenge of maintaining authentic beauty standards in the age of social media?
We focus on real skin and real results. Our messaging is all about celebrating joy. We steer clear of unrealistic expectations and encourage our community to embrace their own version of beauty.
Ella & Jo has had significant success, including partnerships and awards. What exciting plans or new developments can we expect from the brand in the near future?
We have some exciting product launches on the horizon, including some innovative skincare solutions that we can’t wait to share. We’re also expanding our international partnerships and exploring new ways to bring Ella & Jo to even more people around the world.
Are there any upcoming projects, collaborations, or product launches that you’re particularly excited about?
Yes! We’re currently working on a few exciting collaborations with new retailers and international travel, and we have some new products in the pipeline that we think our customers will absolutely love. Stay tuned!

As founders, what has been the most rewarding aspect of building Ella & Jo?
Without a doubt, seeing the impact our products have on people’s lives. Hearing how something we created has helped someone feel more confident or taken a little stress out of their day is incredibly fulfilling.
What advice would you give to aspiring entrepreneurs in the beauty industry?
Don’t be afraid to take risks, but always stay true to your vision. The beauty industry is competitive, but there’s room for everyone if you have a strong sense of purpose and are willing to work hard. Also, listen to your customers; they’re your best source of inspiration.
Our readers love to travel; what destination is at the top of your bucket list?
Charlene: Dubai is top of my list. I love interiors, glamour, and fashion, and I would love to explore Dubai and just people-watch (and shop).
Niamh: Vietnam is top of my list. I hope to visit in the next couple of years and tick that off the travel bucket list.
Where can people follow you and find out more?
You can follow us on Instagram and Facebook at @ellaandjo_, and of course, visit our website at www.ellaandjo.co.uk for all the latest updates and product info!