A Case for Beauty.

It all started with a love for beauty and the ritual of getting ready.

FOUNDERS NOTE

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FOUNDERS NOTE

Hi I’m Michelle, founder of ÉTOILE.

We’ve been creating beauty accessories since 2016. I’ve always been obsessed with the idea of beauty and how it made me feel.

The transformation process; The ritual in routine. That self care means putting myself first; And the connection I found in community. The feelings you get when you’re getting ready, whether it’s calm or chaos, that is your beauty routine: it’s intimate, a little vulnerable, super transformative, and always personal.

Some of my most joyful memories are from the floor of my bedroom - deeply enamoured by how makeup could transform not just my look but my entire mood.

Over time, I built an army of products in my routine. But I was always frustrated by the disorganisation, and wanted to bring some calm to the chaos that was my beauty bag, bathroom counter, and drawers.

And this is why I created ÉTOILE, as a case for beauty - functional and fashionable. Almost a decade into the business, I’m still obsessed with the idea of how the objects around our beauty routine can influence our mood. For the beauty enthusiast, creator, and professional.

This is ÉTOILE. Make your case.

Michelle Hu

Founder & CEO

Michelle Hu

Founded in Melbourne, Australia.
After an ankle injury left Michelle confined to bed for the summer, she began designing custom makeup organisers for her own growing collection. What started as a personal project quickly became something bigger, with early orders arriving through Instagram DMs before the business officially had a website.

2019 marked a turning point for ÉTOILE.
After leaving investment banking and venture capital, Michelle committed to ÉTOILE full-time. The business moved out of the family home and into its first warehouse, marking the beginning of building ÉTOILE with long-term ambition.

2020 saw rapid expansion that brought new categories, new customers and new opportunities but also exposed what the brand wasn't. The year became less about growing bigger, and more about understanding what ÉTOILE should ultimately stand for.

2021 marked a shift from expansion to intention. The collection was refined, categories were streamlined, and a clearer design philosophy began to emerge: creating products that balance practical function with elevated design.

In December of 2021, Michelle made the decision to move to New York and launch ÉTOILE in the United States, setting the foundation for the brand's next chapter.

2022 saw a complete rebrand which marked the beginning of the ÉTOILE customers know today. The business launched on REVOLVE and began building an international customer base that would soon become its largest market.

As the brand gained international momentum, ÉTOILE appeared in leading publications, became a favourite among creators and celebrities, and expanded into premium retailers worldwide.

Also introduced ÉTOILE PRO for makeup artists and professionals, while investing more deeply into product development, design systems and category expansion beyond the hero Vanity Case range.

Building on nearly a decade of growth, ÉTOILE continues evolving into a broader design-led destination for beauty accessories, introducing new categories while remaining rooted in the ritual of getting ready.

Mini Vanity Case in Noir Croc

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