BY ELP was born from the belief that beauty isn’t about changing who you are—it’s about celebrating and enhancing your natural beauty. After university, I began my career in HR with one of the UK’s largest hair and beauty salon groups, where I was given the opportunity to train in beauty therapy—something I had always been passionate about. Life then took me on a different path, and I spent over a decade building a successful career in operations, executive support, and Chief of Staff roles, helping others grow their businesses and achieve their goals. 

After years of supporting everyone else’s vision, I finally found the courage to pursue my own. BY ELP combines semi-permanent makeup, fine line tattooing, and skincare treatments designed to help you feel confident, comfortable, and effortlessly yourself. Whether you’re a stay-at-home parent, a business owner, a CEO, or somewhere in between, you deserve to invest in yourself. 

My philosophy is simple: you are already beautiful. The purpose of BY ELP is to enhance your natural features, simplify your daily routine, and help you feel like the best version of yourself—without filters, unrealistic beauty standards, or expectations. Beauty belongs to everyone, regardless of age, size, shape, skin tone, gender, or background. 

Inspired by brands and movements that celebrate individuality and diversity, BY ELP is a space where every person is welcomed, valued, and seen. Because confidence isn’t about becoming someone else—it’s about recognizing the beauty that has always been yours. 

Naturally you, beautifully enhanced.

With love, 

Emma-Lynn Perry, Owner and Founder