Elandra began in early 2005 and quickly gained acceptance and recognition within the cosmetic and skincare industry.  Elandra were the first to launch, in Australia, a pre-moistened collagen mask treatment for home use.  PM Cosmetics, the parent company of the Elandra Skin Care range are an Australian based, Australian owned company.

Karen Passingham, the creator of the Elandra Skin Care range, has been in the beauty industry for 20 years.  She owned her own salon and also worked within the beauty industry as a trainer and sales and marketing consultant.  She has long recognised what women and men are looking for in skincare and cosmetic products. Karen had spent 2 years prior to launching Elandra searching for the ultimate in ingredients and products to include in the range.

"It was important to me to get it right - I was not going to put my name behind something I believed wouldn't obtain outstanding results.  It had to be of the highest quality and contain ingredients that worked", said Karen.  From a successful launch on Mornings with Kerri-Anne in early 2005 to being accepted by TVSN shopping channel's very rigorous application, it was only a short while before the Company began moving products into the pharmacy arena.

In 2007 the Company created an extension to include the elandra all naturals range.  This new product was to include 100% all natural mineral make-up and natural skin care.  After feeling the frustrations of relying on retail outlets and untrained staff to recommend and sell their product, it was decided to launch these products via in-home demonstrations and workshops.  Karen pointed out, "we could have looked at many avenues for our new range including department stores and pharmacies, however in-home demonstrations provides an environment where people are relaxed and comfortable, can try before they buy and pick up many useful application tips.  It also provides the customer with a good quality product at affordable prices because overheads, such as expensive advertising costs, shopfront rentals and general marketing budgets are eliminated."

"In the end, in-home demonstrations became an easy decision to make, as there are so many advantages for customers and consultants alike" says Karen Passingham.