Elan Pure is a beauty and wellness brand founded by Paige Hope to create non-toxic products, starting with their flagship foam and lotion hybrid self-tanner, to help people reclaim their health, energy, and confidence. The company was inspired by the founder's sister's autoimmune disease diagnosis and her own hormone struggles, leading to the creation of products free from parabens, phthalates, synthetic fragrances, and dyes, using plant-based and organic ingredients like DHA and organic glycerin for a hydrating, streak-free tan that fades evenly.