Eleanor Pendleton From Haléau
After nearly two decades in beauty as an editor, Eleanor Pendleton debuts Haléau—a beauty brand that pairs luxury with responsibility, grounded in integrity
Photos EMILY ABAY & CHRIS FLAXMAN
Haléau’s first product, the keepsake Pearl Baume Illuminating Highlighter.
Haléau director and founder, Eleanor Pendleton. Photo: Chris Flaxman
“When you use Haléau, I hope it feels like a breath out; a reminder that beauty can be both mindful and magnificent.”
‘I wanted to create something that honoured the earth as much as it honoured women’s lives and that’s where Haléau began.’ Photo: Chris Flaxman
‘We’re not in a rush to expand; I’d rather launch three extraordinary products over three years than thirty in one.’
Hello Eleanor—can you introduce yourself to our readers?
Eleanor: I’m Eleanor Pendleton—a beauty editor turned founder, mother of two (soon to be three), and the creator of Haléau, a clean cosmetics brand crafted to celebrate skin, light and the ritual of slowing down. I’ve spent over 18 years immersed in the beauty industry, first as a journalist and editor, then as the founder of Gritty Pretty, Australia’s first digital beauty magazine. Today, I’ve channelled everything I’ve learned about beauty, business and women into Haléau: a line of refillable, slow-batch cosmetics designed to be as considered for your skin as they are for the planet.
Since launching Haléau (very recently!), it’s had an immediate cult following, with sales exceeding your wildest dreams… what surprised you most about the response, and what have you learned already?
I was completely overwhelmed in the best way. We sold over 500 units within the first 24 hours. But beyond the numbers, what’s moved me most has been the emotional response. People have connected deeply to Haléau’s purpose—that makeup can be both luxurious and responsible, radiant and real.
The biggest lesson? That transparency and community are everything. Sharing the entire process via Haléau’s ‘Open Book’ Substack—from formulation and packaging to pricing and production—invited people into the story. It reminded me that modern consumers don’t just want to buy a product; they want to believe in it.
How do you describe the brand’s purpose, and the feeling you want people to take away after using your products?
Haléau exists to reimagine what ‘glow’ means—not as a surface effect, but as something that begins with care and intention. Every product you will see come to market is created to support the skin first, while celebrating the ritual and artistry of makeup, beauty and wellbeing.
I want people to feel calm, confident and connected; to themselves, to nature, and to a slower rhythm. When you use Haléau, I hope it feels like a breath out; a reminder that beauty can be both mindful and magnificent.
Was there a particular spark moment that shifted you into building a beauty brand?
It was less a single spark and more a slow burn. After a decade of interviewing founders and testing thousands of products, I began to notice a disconnect between high-performance makeup and formulas that truly cared for the skin. There were incredible skincare brands and incredible makeup brands but very few that lived at the intersection of both.
At the same time, becoming a mother deepened my relationship with time, waste and purpose. I wanted to create something that honoured the earth as much as it honoured women’s lives and that’s where Haléau began.
The name ‘Haléau’: where did it come from, and how does it inform the brand’s values?
Haléau (pronounced hay-lo) is a fusion of two words: halé, meaning sun-kissed, and eau, the French word for water. Together, they embody the essence of light and fluidity—two forces that shape everything we do.
The name speaks to the balance I wanted Haléau to represent: warmth and depth, radiance and calm. It’s about that luminous, sunlit feeling you get by the sea at dawn or dusk – when you feel most alive, most connected to yourself and the natural world. That energy is at the heart of every product we create.
We absolutely love the keepsake refillable packaging for the Pearl Baume Illuminating Highlighter–why did you decide to launch Haléau with this product in particular?
Light felt like the perfect first expression of Haléau. A highlighter is universal it enhances rather than masks—and symbolically, it felt like an invitation to glow from within.
Launching with one product also allowed us to slow down and refine every detail: from the skincare-first formula (infused with sustainably harvested pearl powder, Kakadu plum and bakuchiol) to the refillable gold compact designed to be treasured, not tossed. It’s an object you’ll want to keep on your vanity forever.
Photo: Emily Abay
‘Launching with one product allowed us to slow down and refine every detail: from the skincare-first formula (infused with sustainably harvested pearl powder, Kakadu plum and bakuchiol) to the refillable gold compact designed to be treasured, not tossed. It’s an object you’ll want to keep on your vanity forever.’ Photo: Emily Abay
“I’m fascinated by how beauty can engage all the senses the way something feels in your hand, glides on your skin, and sits in your space. For me, function and feeling must coexist.”
‘I’m most proud of building Haléau entirely independently, with no shortcuts. It’s been a true labour of love, created by a small team who believe in mindful beauty.’
The Pearl Baume Illuminating Highlighter is housed in a refillable gold compact designed to be treasured and reused. Photo: Emily Abay
Photo: Emily Abay
‘Our gold keepsake compacts are weighty and smooth—every undulating curve is intentional.’ Photo: Emily Abay
The highlighter is so tactile and sculptural, how do you approach sensorial design so products feel as considered as they function?
I’m fascinated by how beauty can engage all the senses the way something feels in your hand, glides on your skin, and sits in your space. For me, function and feeling must coexist.
Our gold keepsake compacts are weighty and smooth—every undulating curve is intentional. They’re meant to feel organic, grounding and intimate, like an heirloom you return to. Even the click of the magnetic closure was considered – that satisfying sound is part of the ritual. Every design choice is about deepening the connection between you and the product and of course, with the brand.
You’ve spent years working in the beauty industry. How did that vantage point teach you about what consumers actually want to purchase and how did it shape Haléau’s releases and philosophy?
Working as a journalist gave me a rare 360-degree view: I saw what resonated with readers, what failed to meet expectations, and how quickly trends can fade. What I learned is that people crave honesty and integrity – they can sense it instantly.
That’s why Haléau is built on transparency, craftsmanship and restraint. We release products slowly, only when they’re ready, and we’re upfront about everything – from pricing breakdowns to sustainability partnerships. Consumers are smarter than ever; they don’t want more products, they want better ones.
Proudest work moment so far?
Without a doubt, launch day. Seeing our first orders come through, reading messages from customers who felt seen by our story and even customers asking for jobs because the brand’s values aligned with their own… it was magic. But honestly, I’m most proud of building Haléau entirely independently, with no shortcuts. It’s been a true labour of love, created by a small team who believe in mindful beauty.
What’s the best piece of advice you would give to someone embarking on their own beauty brand journey?
Start small, but start with intention. Know your ‘why’ before your ‘what’. The beauty industry can be noisy and fast, but clarity cuts through that noise.
Also, be prepared to do the work—the unglamorous parts, the spreadsheets and setbacks. Building a brand is rarely linear, but if it’s built on purpose, it will endure.
What does ‘success’ look like to you?
My idea of success has changed over the years, most significantly since I had my first child almost six years ago. Success, to me, is peace. It’s waking up excited about what you’re creating, surrounded by people you love, and having enough time to actually enjoy it.
From a brand perspective, success is longevity—knowing that Haléau can sustain itself responsibly, that our community feels connected, and that we’re creating beauty with integrity.
What products can we expect to see from Haléau next?
I don’t want to give too much away, but we have developed a suite of complexion products: all refillable, all skin-first, across various textures. We’re also branching into some other categories such as body care because of the ritual element it encompasses. Each formula is crafted through the same slow-batch philosophy: skincare-powered formulas in keepsake packaging designed to last.
We’re not in a rush to expand; I’d rather launch three extraordinary products over three years than thirty in one.
When you’re not working, where do you go to ground yourself?
Home. We live by the ocean on the Central Coast, and I try to begin and end most days near the sea— it resets me.
Time with my husband, Mat, and our two little ones, Banjo and Rumi, brings me back to what matters most. It’s the simple rituals; bare feet on grass, coffee in the sun and watching the kids collect shells that make me feel whole again.
To stay up to date with Haléau, visit the website or follow @haleaubeauty on Instagram.
