In 2024, Arai Zhuzzhasarova Berikkyzy founded an original cosmetic brand developed on the basis of Kazakhstan’s manufacturing facilities. Her interest in the beauty industry and passion for makeup artistry inspired her to choose this field. In addition, Arai is a professional chemical engineer-technologist, and since her student years she had been involved in cosmetic development while dreaming of creating her own brand.

Thus, in 2025, the cosmetic brand “ELLAY” entered the market. The brand was built by Arai entirely from scratch. During the product development process, she worked closely with designers and technology specialists. The cosmetics are fully produced in Kazakhstan and comply with all required quality standards. Furthermore, the products are certified in accordance with “HALAL” requirements.

One of the key features of ELLAY products is the harmonious combination of the “Nature + Science” concept. The formulations include both natural extracts and highly concentrated active ingredients with proven effectiveness.

At the initial stage, it was not easy for the company to introduce a completely new and unknown brand to the market. Arai built open and sincere communication with her audience, sharing the stages of the production process and telling the story behind the creation of the products. As a result, consumer trust gradually increased: customers began purchasing the products, were satisfied with the quality, and recommended the brand to others. Thanks to this, awareness of the brand spread quickly, and sales started showing steady monthly growth. As demand increased, the company actively expanded its product range.

At the beginning of this year, in order to further develop the business, Arai applied for financing from «Halyk Bank of Kazakhstan» JSC as well as government support from «Damu Entrepreneurship Development Fund» JSC. As a result, the entrepreneur received the necessary funding along with an 85% collateral guarantee under the “Guarantee Fund 1” program.

Today, the company’s products are becoming increasingly recognized, and the product range continues to expand. However, Arai has no intention of stopping there. Her future plans include scaling the domestic cosmetic brand and building a partnership network throughout Kazakhstan.

Contact: +7 708 395 49 72
Instagram: @ellay.kz