Where to Buy Fitglow Beauty
Elle and Willow is an authorized Fitglow Beauty retailer, carrying a curated selection of their clean skincare and makeup collection. Whether you're discovering Fitglow for the first time or restocking a favorite, you'll find their products here — authentically sourced and carefully chosen for our community.
About Fitglow Beauty
Founded in Canada in 2014 by Anna Buss, Fitglow Beauty was born out of a deeply personal mission. After experiencing rosacea and chronic skin sensitivities, Anna set out to create plant-powered, evidence-based formulas that actually target and treat the skin — from skincare through to makeup. Today, Fitglow remains an independent, women-owned business headquartered in Fort Lauderdale, FL, still guided by that original mission: make better products that genuinely improve skin health.
Their approach spans three pillars — biomimetic and evidence-based science, skincare-led beauty, and next-level clean — and every product is designed with sensitive and reactive skin at the center.
The Science Behind Fitglow
Fitglow's formulas are built on biomimetic beauty — a scientific approach that uses bioavailable ingredients naturally found in the skin to mimic its optimal function. Because biomimetic ingredients imitate the skin's own composition, they absorb easily and work gently across all skin types, replenishing the barrier and delivering real, visible results without triggering flare-ups or irritation.
This isn't guesswork skincare. Every formula is evidence-based and designed to target-correct specific skin concerns — premature aging, dehydration, sensitivity, and redness — at every step of the routine.
What makes Fitglow especially unique is their philosophy that skincare is the foundation of makeup. Every color cosmetic in their line originates as a target-treatment formula, with skin-enhancing color added as the final step. You're not just wearing makeup — you're treating your skin while you wear it.
Hero Ingredients
Cloudberry — The Nordic Skin Superfruit
Rubus chamaemorus, known as cloudberry, is a rare fruit native to the Scandinavian tundra and one of the most antioxidant-rich botanicals in modern skincare. Rich in Vitamin C, Vitamin E, beta-carotene, and omega-3 and omega-6 fatty acids, cloudberry shields skin from free radicals and UV-induced damage, bolsters the moisture barrier, brightens pigmentation, and improves cell turnover. Its ellagic tannins deliver additional antioxidant and skin-brightening benefits, while beta-carotene is converted by skin enzymes into a natural retinol-like effect — without the irritation.
Ceramides — Barrier Repair, Perfected
Fitglow's Cloud Ceramide formulas use Organic Micro Rice Ceramides to restore the skin's lipid barrier, lock in moisture, and defend against water loss. Paired with Plant Squalane and Hyaluronic Acid, their ceramide complex mimics the skin's ideal lipid ratio — deeply replenishing without heaviness.
Peptides — Targeted Anti-Aging
Fitglow's peptide-rich formulas support collagen synthesis, improve skin elasticity, and visibly reduce fine lines — delivering clinical-level results through plant-derived, skin-compatible actives.
Why Elle and Willow Carries Fitglow Beauty
Fitglow Beauty reflects everything we stand for at Elle and Willow — clean ingredients, transparent formulation, and products that perform for sensitive skin without compromise. Anna's founding story resonates deeply with our own values: real solutions for real skin, rooted in nature and backed by science. We're proud to be an authorized retailer bringing Fitglow's collection to our community.