Our Story

The Founder

Joanna Silva is the founder of Elan and lives in Greenwich, London, with her family.

Before launching Elan in 2017, Joanna spent almost a decade working in the medical industry, specialising in wound care, infection prevention and skincare. Inspired by both science and nature, she created Elan with a simple belief: skincare should be honest, transparent and effective. Her goal was to create products that not only cared for the skin but also inspired confidence and a sense of wellbeing.

Over time, Joanna became increasingly interested in a broader question: why has looking after our health become so complicated?

As wellness exploded into a multi-billion-pound industry, she noticed a growing gap between information and understanding. Consumers were being presented with an endless stream of products, supplements, trends and expert opinions, often leaving them more confused than informed.

More products do not necessarily mean better health.

More information does not necessarily bring greater clarity.

Today, Elan is evolving beyond skincare into a wider conversation about wellbeing. Joanna’s mission is not to encourage people to buy more, but to help them make better decisions. Through carefully curated products, thoughtful education and a commitment to evidence over hype, she aims to help people navigate the noise of modern wellness with confidence and curiosity.

Whether discussing skincare, supplements or healthy ageing, Joanna believes the most powerful question is often the simplest one: why am I taking this, and how do I know it is helping?

Her philosophy is rooted in a belief that wellbeing should feel empowering rather than overwhelming. We do not need to optimise every aspect of our lives. We do not need overflowing bathroom cabinets or medicine cupboards. We need clarity, intention and a better understanding of what truly supports our health.

At its heart, Elan remains a brand created by a woman for women. It is for those balancing careers, families, responsibilities, ambitions and dreams. Joanna hopes to inspire women to care for themselves with the same thoughtfulness they give to everyone else, and to pursue their wellbeing with confidence, curiosity and common sense.