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Joanna Ellner

@joannaellner_

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Founder @officialreome
BSc TCM + Biology | Ex. Beauty Director
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@joannaellner_ is impressive. An award-winning beauty editor (Stylist, The Sunday Times) with a Bachelor of Sciences, she is also qualified TCM practitioner. With this perfect combination of skills, it makes sense that she would also launch a biotech skincare brand, @officialreome and that it would be exceptional. In fact it is part of the REOME DNA that “to launch a brand in a crowded market, the products would need to be superlative in every way.” And they are. Naturally we wanted to see exactly what a person with all those qualifications actually uses every day, so here is her girl mess. “The product I reach for the most is Nars Radiant Creamy Concealer. I also love the Kosas concealer for a spot-touch over foundation. I rarely deviate, but when I do, nothing quite hits the same.” “The most budget thing in my mess is the gua sha comb — it is resin-based and costs around £2. I prefer a quartz or obsidian gua sha but I’ve managed to drop and smash too many. This one is also great for dispelling stagnation around a stiff neck.” “The wildcard is the NYX brow pen. I’ve tried a lot, some are too watery, some too red-toned. I’ve been using this one for around four years.” 1. @officialbyredo Suede Hand Lotion: I hate the feeling of dry hands. I have hand creams all over my house. Smells clean, non-greasy texture. 2. @exnihiloparis Fleur Narcotique: A rush of florals, instantly mood-lifting. 3. @fredericmalle Musc Ravageur Hair Mist: I am a disciple of Frederic’s scents, but the hair mists are perfect for subtle.everyday scent, this one smells fresh and powdery. 4. @officialreome Biogenic Melting Cream: I work a small amount in my fingertips and submerge into skin where I need most – turns skin to silk. 5. Gua Sha Comb: Great for de-puffing, in upward motions, and circling around the cheekbones, brings blood flow to skin. 6. @victoriabeckhambeauty by @augustinusbader Foundation Drops: I only picked this up last week, I’ve been loyal to Armani foundation for years but was curious. It gives immaculate coverage without flattening my skin’s naturalglow. 7. @officialreome Hydra-Plasma Veil: If I have extra time, I’ll apply this for 15mins before getting ready t
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⭐ REOME (@officialreome): NEXT50 2026 “Trust the long game. Authority built slowly and organically is worth more than any shortcut." - Joanna Ellner (@joannaellner_), Founder + CEO Tap the link in our bio to read more, and join REOME and the entire cohort of 2026 NEXT50 brands at our NEXT50 Summit in LA this October. #NEXT50 #TheNEXT50Summit #BestInSkincare #BeautyTrends #BeautyBrands
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New podcast cover, new season of @thebeautysessions is here. Sixteen years in beauty, brands and marketing. Thirty-one episodes. And still, every guest teaches me something new. Next up: @jennyyleiii, founder of @frejanyc, on taking the brand to 8 figures, good taste, and building something from scratch. To every guest and every team behind them — thank you for making @thebeautysessions podcast what it is and I cannot wait to share what’s to come for the rest of the year!
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For this edition of FIELD-NOTES, @joannaellner_ writes from her first US trip of the year: a stretch of investor meetings, retail conversations, and the official launch of REOME at Raf’s on Elizabeth Street. Captured on her film camera between Los Angeles and New York, she reflects on the tools that sustain her on the road, the conversations shaping REOME’s American chapter, and the considered, brick-by-brick approach behind building a luxury brand on its own terms. Read in this week’s REOME PAPER — at REOME.com
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“Beauty should be about revealing, not masking.” After 18 years in the industry, @joannaellner_ , founder of @officialreome , still comes back to the same belief: the healthiest skin is rarely the result of doing more. It’s about consistency, protection and giving skin what it actually needs. Her other lesson? A healthy dose of self-belief may be one of the most powerful beauty tools there is.
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@OFFICIALREOME CELEBRATES THE ARRIVAL OF REOME IN THE UNITED STATES, GUESTS JOINED FOUNDER, JOANNA ELLNER, FOR AN INTIMATE BREAKFAST AT @RAFSNEWYORK. REOME FORMULAS ARE NOW AVAILABLE IN THE US — AT REOME.COM AND SELECTED RETAILERS. EVENT | GUEST RELATIONS
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To celebrate the arrival of REOME in the United States, guests joined Founder, Joanna Ellner, for an initmate breakfast at Raf’s, New York. REOME formulas are now available in the US — at REOME.com and selected retailers. Photos: @reyreyfernandez
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Putting this carousel of recent moments in my camera roll together I just realised it’s mostly a cake/pastry diary 🍰
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Introducing SKIN-STUDY, a new REOME journal series exploring the science, systems, and cultural forces shaping how we understand skin. The first essay, Why Skincare Efficacy is a Feminist Issue, sees REOME founder Joanna Ellner examine the gap between promise and performance in the skincare industry. Drawing on nearly two decades spent as a beauty editor and brand consultant, she reflects on what “science-backed” skincare really delivers, and why efficacy should be considered a matter of respect for the women who sustain the category. Read the essay at the link above and at – REOME.com Photos: @natashawray
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Last night Style celebrated the launch of beauty director-at-large @sarahjossel’s new book, Diary of a Beauty Editor, with a dinner in partnership with @spacenk. Hosted at Mayfair’s hottest new Greek restaurant @mazamayfair, swipe to see guests including @AJOdudu, @LauraJackson and @TrinnyWoodall. Guests sipped tzatziki martinis before tucking into spicy feta, tuna crudo with sun-dried Mediterranean ponzu and grilled octopus. Cheers! Photography by @darren_gerrish
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Founder of @officialreome, Joanna Ellner, shares her ultimate Mother’s Day gifting tip with us: the Biogenic Melting Cream, a next-generation face cream that helps strengthen and revitalise the skin. The formula, powered by biotechnology and bio-fermented minerals, supports the skin barrier and microbiome and contributes to deep hydration. The whipped, buttery texture melts on application and leaves skin feeling supple, resilient and radiant. Celebrate Mother’s Day with Reome! #Reome #meltingcream
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It’s been a little over 8 months since the birth of @thebeautysessions and I’m reflecting on how these conversations have connected me with the most inspiring visionaries reshaping beauty and wellness. It’s reinforced what I’ve always believed: the most compelling brands are built on authentic stories and strategic clarity. Each week on @thebeautysessions, we’ll continue to explore the nuanced strategies and cultural shifts defining the future of beauty—because the founders, creatives and visionaries changing this industry understand that building a brand is so much more than just selling a product. New episodes weekly on Spotify and Apple Podcasts.​​​​​​​​​​​​​​​​ With Love, Your Host @sophieblowfield
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