Our Story
Elusive Beauty began with Dianna Dwyer, a trailblazing founder who set out to redefine beauty standards by combining luxury experiences with high standards in education and product development. Elusive Beauty operates through two key branches: Elusive Beauty Studio, a sophisticated service studio in St. John’s, Newfoundland, and Elusive Beauty Brand, an online platform dedicated to training and certifying beauty artists who uphold the same integrity and expertise. Elusive Beauty Brand is also pioneering in product innovation, driven by a mission to elevate certification requirements and ensure clean, effective products.
Dianna’s journey started with a desire for change. As a young mother in an unhealthy relationship, she invested in one of Newfoundland's very first lash courses, which sparked a passion but also revealed serious gaps in industry standards. After completing the course, Dianna relocated to Nova Scotia with her mother’s support and pursued her degree in Health Sciences while refining her lashing skills at a local salon. During her visits home, clients sought her out for her handmade volume fans—a technique that was new, intricate, and yielded remarkable retention results.
After earning her degree in Hamilton, Ontario, and welcoming her daughter with her husband Christopher, Dianna returned to Newfoundland. In 2018, she opened the province’s first full-service lash studio, complete with a product line and education offerings. Within a year, she expanded to two locations and began advocating for improved standards in the beauty industry. She later launched an Alberta-based eCommerce business to supply high-quality lash products, solidifying her place as an industry leader.
Elusive Beauty, now a thriving brand 1.5 years strong, reflects Dianna's dedication to research and education. Her academic journey has been shaped by lash industry studies, from risk assessments in her Occupational Health and Safety diploma to toxicology reports during her Bachelor’s degree in Public Health, to her current Master’s in Cosmetic Science, which she’ll complete with a capstone focused on advancing lash industry standards. Dianna aims to complete a Ph.D., using her research to give back to an industry that has given her so much.
Elusive Beauty’s vision is to offer clients an experience that surpasses expectations. It’s about creating a moment that feels truly unique and attentive. Dianna hopes to continue developing the studio, expanding the brand, and formulating products right here in Newfoundland, with an emphasis on transparency and collaboration. Her dream includes establishing a cosmetic lab to work alongside local businesses, harnessing Newfoundland’s natural resources—seaweed, flowers, oils, and raw ingredients—and growing a locally-driven, world-class cosmetic industry.
Today, Dianna is a proud mother of two, supported by a loving husband and surrounded by an incredible team at Elusive Beauty. She brings passion and vision to everything she does, grateful for the journey that has brought her here and excited for the future of Elusive Beauty. Thank you for being a part of this journey with us.
Our Philosophy
At Elusive Beauty, integrity, high standards, and unwavering commitment define us. We put 100% into everything we do, always willing to go the extra mile to ensure our clients leave feeling their absolute best. Our client intake and assessment process is designed to go beyond the basics, grounded in the latest research and scientific advancements. Not only do we ask the right questions, but we are also prepared to address any concerns with precision and care, applying the most up-to-date techniques.
In an industry filled with options, we distinguish ourselves by specializing deeply in areas we excel at, believing true expertise comes from focus and dedication. Our team is deeply committed to continuous learning and academic achievement, making us leaders in Newfoundland and across Canada. At Elusive Beauty, we are proud to offer an experience that truly stands out, leaving each client feeling transformed and valued.
Join us in our efforts to cultivate a community of like-minded individuals dedicated to bringing genuine scientific advancements to the beauty industry. Let us engage in collaborative efforts to examine scientific journals and work towards comprehending and conveying this valuable information. With collective leadership and partnerships, our potential to achieve this goal is limitless.
