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Inside Lindsay Ellingson’s Journey: From Supermodel to Wander Beauty Co-Founder

Discover how Lindsay Ellingson turned her love of travel and beauty into a multitasking global brand that’s redefining ‘on-the-go’ routines.

By Medha deb

Created on Sep 30, 2025

Lindsay Ellingson: Supermodel Turned Beauty Entrepreneur

Lindsay Ellingson, once a familiar face on international runways, has seamlessly transitioned from the world of high fashion to become a trailblazing entrepreneur. As the co-founder and creative driver behind Wander Beauty, Ellingson has helped reimagine how women approach beauty, especially those with busy, travel-filled lives.

This is the inside story of how Lindsay’s modeling career, passion for travel, and keen sense for what modern women want in their routines blended into the DNA of Wander Beauty.

The Origin Story: Meeting of the Minds

The genesis of Wander Beauty started in 2014 when Lindsay Ellingson met entrepreneur Divya Gugnani at a vibrant salon opening in New York City. Both women came from different worlds—Lindsay from fashion and modeling, Divya from business and investment—but their bond was immediate and their shared experiences uncanny.

They quickly uncovered a gap in the beauty market: there was no line that truly spoke to the woman always on the go. Lindsay, used to dashing between photo shoots, and Divya, balancing motherhood and business, realized they both were seeking streamlined, multitasking products that didn’t sacrifice efficacy or indulgence.

They polled hundreds of women, confirming the need for easy, portable, high-performance beauty solutions.
Their vision crystalized: bring effortless, clean, and globally inspired products to everyday women navigating busy lives.

The Brand Philosophy: Effort, Elegance, and Empowerment

Wander Beauty’s core principles have remained unchanged since its launch:

Effortless Essentials: Every product is designed to be simple, with a focus on multitasking and versatility.
On-the-Go Glamour: The brand’s name, ‘Wander,’ nods to travel, a passion of both founders. Whether traveling the world or commuting across town, products remain compact, durable, and always TSA-approved.
Diversity and Authenticity: Inspired by Divya’s Indian heritage and Lindsay’s globe-trotting, Wander Beauty champions beauty for all skin tones and lifestyles.

As Divya succinctly puts it: “We create tools for women like us—who wear their heritage like a crown and find beauty in exploring new paths.”

The Model to Mogul Transition: Lindsay’s Creative Vision

Prior to Wander Beauty, Lindsay was known for her work with elite brands such as Victoria’s Secret, Chanel, and Dolce & Gabbana. Her insider’s knowledge of photo shoots, lighting, and artistry became the backbone of the brand’s creative direction.

Lindsay moved from modeling products to developing, conceptualizing, and directing product launches.
She uses her global travels to source inspiration for packaging and ingredient selection.

Her supermodel status opened doors, but it was her work ethic, attention to detail, and collaborative approach that transformed a start-up into a global brand.

From Single Icon to Complete Collection: Key Product Launches

The launch of On-the-Glow Blush and Illuminator in 2015 was Wander Beauty’s statement to the industry. A dual-ended multitasker, the product could be used in at least ten different ways—as blush, highlighter, eye shadow, or even lip color. It remains a best-seller and cult favorite among makeup enthusiasts.

The dual-use, stick format set the tone for the line: functional, portable, and universally flattering.
The innovation didn’t stop there—Wander swiftly expanded with:
Mascaras for curl and longevity.
Eyeshadow palettes inspired by dreamy global locations.
Wanderlust Powder Foundation, a breakthrough formula that begins as a liquid and becomes a featherlight powder through proprietary technology.

Wander Beauty’s Commitment to Clean, Cruelty-Free Formulas

One of the standout features of the brand is its unwavering commitment to clean beauty. Lindsay and Divya personally vet every ingredient, ensuring products are:

Cruelty-free: Never tested on animals.
Globally sourced: Ingredients are selected from around the world for both performance and skin benefit.
Omission of harmful additives: No parabens, phthalates, or synthetic fragrances.

The formulas are created to work with your skin, not against it, accommodating even the most sensitive complexions.

Inclusivity: Beauty for Every Shade and Story

Diversity isn’t a buzzword at Wander Beauty—it’s built into the brand’s ethos. As an Indian-American, Divya grew up navigating limited shade ranges and products unsuitable for deeper skin tones.

Their complexion products, including foundation and concealer, are carefully developed to flatter a wide spectrum of skin tones.
Many of the formulas are inspired by heritage beauty rituals and natural botanicals from around the world.
“We wanted women of all backgrounds to see themselves reflected in our products and our campaigns,” says Lindsay.

Disrupting the Industry: Awards and Accolades

With over 30 beauty awards in just five years, Wander Beauty has solidified its reputation as an innovator in the crowded beauty landscape.

Allure Best of Beauty Awards
Multiple editor favorites across major publications
Celebrity fans including Heidi Klum, Emma Roberts, Hailey Bieber, Kerry Washington, and more

The accolades validate what fans already know: the products deliver real results and convenience.

Where to Find Wander Beauty

The brand’s reach extends far beyond their website. You can find Wander Beauty products at major retailers such as:

Nordstrom
Revolve
Dermstore
Shopbop
Macys.com and select Macy’s stores

Philanthropy and Future Vision

Wander Beauty’s mission doesn’t end at product innovation. The brand has given back through community-driven partnerships and women’s empowerment programs. Notably, the co-founders participated in collaborations like the Visible Women NFT project to promote gender equality and support women in technology spaces.

Lessons from Lindsay: Her Approach to Beauty & Life

Lindsay’s transition from supermodel to entrepreneur was built on both adaptability and lifelong learning. Here’s what she brings from her modeling years to her role today:

Quick Fixes: Backstage hacks inform product design—less fuss, more results.
Confidence: Real beauty is individuality. Marketing aims to celebrate the stories and journeys of women everywhere.
Balance: Like her audience, Lindsay still juggles multiple roles—mom, co-founder, creative director—and her routine reflects this realistic approach.

Table: Signature Wander Beauty Multitaskers and Their Uses

Product	Primary Function	Additional Uses
On-the-Glow Blush & Illuminator	Cheek color & Highlight	Lip color, Eye shadow, Contour
Mile High Club Mascara	Lengthening mascara	Natural brow tint
Wanderlust Powder Foundation	Skin-perfecting foundation	Shine control, On-the-go touch-up
Baggage Claim Eye Masks	De-puffing & Brightening	Pre-makeup prep

Wander Beauty’s Top Tips for Streamlined, Everyday Beauty

Invest in Multitaskers: Choose products that cut time and weight from your makeup bag.
Keep it Clean: Opt for formulas that support both skin health and wearability.
Think Beyond Office Hours: Designed for 12-hour wear, their products aren’t just for 9 to 5—they’re built for bustling days and spontaneous nights out.
Embrace Your Routine: Minimal steps, maximum confidence. Use what makes you feel good, not just what’s trending.

Frequently Asked Questions (FAQs)

What inspired Lindsay Ellingson to start Wander Beauty?

A blend of her modeling career, love for travel, and the desire for smarter, simpler beauty inspired Lindsay and her co-founder, Divya, to launch a brand tailored for women with on-the-go, multitasking needs.

How is Wander Beauty different from other beauty brands?

Wander focuses on clean, cruelty-free products designed for versatility, convenience, and effectiveness, targeting the needs of multitasking women everywhere—not just traditional beauty enthusiasts.

Which is the best-selling Wander Beauty product?

The On-the-Glow Blush and Illuminator is a constant favorite thanks to its dual use and universal shades.

Are Wander Beauty products suitable for sensitive skin?

Yes. All products are free from harsh chemicals, parabens, and synthetic fragrances, making them suitable for most skin types, including sensitive skin.

Where can I buy Wander Beauty products?

You can purchase them via WanderBeauty.com, as well as major retailers like Nordstrom, Revolve, Dermstore, and select Macy’s stores.

Final Thoughts: Lindsay Ellingson’s Enduring Vision

Lindsay Ellingson’s leap from the runway to business leader is a testament to the power of reinvention, collaboration, and purpose-driven innovation. Wander Beauty has grown into a beacon for busy, modern women seeking confidence and convenience—no matter where their journey leads.

References

Author

medha deb

Medha Deb is an editor with a master's degree in Applied Linguistics from the University of Hyderabad. She believes that her qualification has helped her develop a deep understanding of language and its application in various contexts.

Read full bio of medha deb