“I want women to be uplifted and to put amazing things on their skin that have high quality ingredients. Everybody should have that,” says Gertie Wilson at the launch party of her cosmetics line, Elevé. The event took place on Thursday at Valentines, an upscale boutique in the Kerbey Lane Village. Elevé’s launch was accompanied with two additional makeup artists sampling the products while guests enjoyed wine and browsed the elegant shop.

Story by Ethan Elkins and Itohan Osagie

Photos by Kathryn Guerra

Elevé Cosmetics derives its name from the literal meaning of “elevé,” which is to rise up. Wilson wants to inspire all who use her products to “rise up” and feel incredible. Originally a ballet dancer from a small town in West Texas, Wilson grew up fascinated with makeup’s ability to transform the appearances of dancers on and off the stage. She began working as a makeup artist, which sparked her interest to promote a positive self-image. Her passion eventually developed into her all-natural, vegan-based, GMO, gluten, paraben, sulfate, phthalate and cruelty free brand.

Wilson says the goal of her brand is to create a “skincare-makeup hybrid,” so each product contains ingredients that moisturize and repair the skin. This principle has inspired products such as the newly released eye serum, Eye-Luminate, made with active plant ingredients. “The active plant has the same effect as botox,” Wilson says. The plant extract aids in decreasing dark circles and brightening the eyes.

The brand’s bestselling signature product, Bombshell Beauty Balm, is filled with skin restoring peptides, multiple vitamins and natural SPF, while providing lightweight coverage. In addition to foundation, the line offers a scope of lip products ranging from green tea infused glosses to long-lasting stains, but Wilson’s go-to is the Lip LUV, which is a clear, peppermint-scented lip treatment that naturally leaves your lips plumped and moisturized.

Other favorites from the Elevé line include the new Cheek and Lip Rosé tint, a solution Wilson says, to the problem of applying blush in the morning and having it disappear by lunchtime. Also a self-proclaimed brow girl, she says the brand’s water resistant Brow Boss wax allows for smooth application with a powder finish.

As the cosmetic industry is gradually moving toward ethical production, local brands like Wilson’s are setting the example for other makeup and skincare brands.