Gertie Wilson, founder and creative director of Elevé Cosmetics, said she was inspired to launch her own cosmetics line after witnessing firsthand how makeup could elevate a person's self esteem.

"I grew up as a ballet dancer, which is where I fell in love with makeup," she said. "I loved seeing how it could transform a person and give them confidence."

After working as a makeup artist for many years, Wilson noticed many cosmetic brands touting all-natural ingredients were dull and ineffective. As a result, she wished to create a safe, non-toxic product for all skin types.

"[Elevé] means 'to rise,'" she said. "I wanted women to feel confident, to rise up and [to] feel like the best version of themselves."

Products from Elevé Cosmetics are paraben-free, non-toxic, cruelty-free and vegan-based, Wilson said, which means that approximately 85 percent of the line is made with vegan ingredients. Two Elevé products contain beeswax, she said.

The line is sold in salons and boutiques across Central Texas, Wilson said, but the 1,335-square-foot location in the upcoming Brodie Marketplace, currently under construction at 8916 Brodie Lane, Ste. 500, will be the brand's flagship store.

Wilson said she hopes to offer South Austin residents an amenity they would typically have to travel downtown to access.

"There is not much shopping in South Austin, but it's an up-and-coming area," Wilson said. "We really wanted to offer everybody in the area something different."

Slated to open in late fall, Elevé Cosmetics will offer a full line of retail products, as well as makeup application services, Wilson said.