Do you know how ElleeBana turned
into a global leader?
Exclusively written and captured by MochaGroup’s General Manager: Jarred Stedman
From Local Roots to Global Impact: Otto Mitter’s 20-Year Beauty Industry Journey
In the ever-evolving beauty industry, innovation and passion are key ingredients for success. Otto Mitter, a second-generation beauty educator, has turned a local Australian brand into a global phenomenon, carving a niche in the competitive world of lash lifting and tinting. His journey—marked by dedication, innovation, and countless miles traveled—is a testament to the power of vision and perseverance.
MochaGroup’s General Manager Jarred Stedman got the opportunity to sit down with Otto over a game of Chess at the Head Office HQ to learn more about the journey and how it came to be.
The Early Days of Elleebana: Inspired by Family
Otto’s foray into the beauty industry was deeply influenced by his mother, a pioneer in Australian beauty education. “She really paved the way for beauty in Australia, and I was heavily influenced by her,” he recalls. Following years of study in cosmetic formulation and a focus on lashes and brows, Otto began building his brand step by step. The foundation laid by his mother, combined with his own passion and expertise, set the stage for what would become a global journey.
The Rise of Social Media: Expanding Horizons of Professional Last Lifts and Extensions
The explosion of social media platforms like Facebook and YouTube about 15 years ago presented new opportunities. Otto was quick to adapt, using these platforms to connect with audiences both locally and internationally. “I was doing YouTube videos and engaging with people overseas. It was a game-changer for us,” he shares. Social media provided a virtual stage, but Otto knew the importance of in-person networking. He jumped on planes, attending renowned exhibitions like Cosmoprof in Hong Kong and Bologna, where he showcased his expertise through live demonstrations.
Breaking the Mold: A Male Educator in a Female-Dominated Space
In the early days, Otto’s presence as a male educator in the lash industry was unconventional. “People would ask, ‘Who’s this guy from Australia, and what does he know about lashes?’” he laughs. But this distinction became his strength. Otto’s engaging demonstrations and in-depth knowledge quickly silenced skeptics and earned him a reputation as a trailblazer. “There were no other guys doing it at the time, and that really helped me stand out,” he notes.
Going Global: The Challenge and Triumph
Transforming an Australian brand into a global name wasn’t easy. Otto emphasizes the importance of commitment and investment. “It’s not just about social media,” he explains. “It’s about putting yourself out there, meeting people, and building trust.” His efforts paid off as he expanded into major markets like the United States and Europe. Today, the brand boasts over 80 educators in America alone, conducting masterclasses and workshops that continue to set industry standards.
Pioneering Lash Lifting: Timing and Innovation
One of Otto’s significant contributions has been popularizing lash lifting techniques. Early on, some questioned whether lash lifting was a passing trend. Otto’s response was confident: “Get ready. This is amazing.” His intuition proved right as lash lifting became a cornerstone of the beauty industry, with Australia leading the charge. “We’ve always been ahead in the cosmetic tattoo and lash extension spaces, and lash lifting was no different,” he says.
Staying True to Local Roots
Despite global success, Otto remains committed to preserving the brand’s local ethos. “It’s important to stay connected to the ground,” he says. By maintaining an active presence in the Australian market and continuously researching industry trends, Otto ensures that his products and techniques evolve alongside the needs of beauty therapists.
Pro Tips for Beauty Enthusiasts
For those seeking better results with lash lifts, Otto offers a simple yet effective tip: “Understanding lash texture is crucial. By testing the texture during the process, you can ensure the lotions are working and achieve great results.” This technique, among others, is a staple of the masterclasses he hosts, where beauty professionals can refine their skills and gain insider knowledge.
Looking Ahead: A Legacy of Excellence
After two decades in the industry, Otto’s journey is far from over. His commitment to innovation and education continues to drive the brand forward. “It’s not an overnight success story,” he reflects. “It’s 20 years of hard work, consistency, and a genuine love for what I do.” As Otto looks to the future, his mission remains clear: to empower beauty professionals worldwide with top-quality products and techniques that simplify their work and deliver exceptional results.
From a small Australian brand to a global leader, Otto’s story is a reminder that success in the beauty industry requires more than just skill—it demands vision, adaptability, and an unwavering dedication to excellence.
ElleeBana has been a proud and loyal supporter of Mocha Group’s Beauty Squad. A development and mentorship program supporting the industry by developing and connecting the younger generation with their mentors and icons.
Watch this video from the 2024 Beauty Squad House – where Otto Mitter generously gave up his time to invest in the industry and shared inspiration and wisdom.
