Elle is the Australian-born Co-Founder, CEO & Alignment Architect of Proper Standard.
A woman who moves with intention, Elle has lived many lives—entrepreneur, seeker, creator, architect of aligned living.
But at her core, she is someone who believes in presence. In truth. In the idea that the way you live is the standard you set.
Her journey didn’t begin in boardrooms or business plans. It began with the things that made her feel most alive—food, connection, the quiet art of paying attention. She was raised in a home filled with love, where family wasn’t just close; it was woven into every part of life. Her grandparents, pastry chefs, taught her that food was more than sustenance—it was a language, a way to nurture, to connect. She grew up watching the rhythm of hospitality, working in the family business from childhood, learning that what we create and share with others defines the world we live in.
At 21, she started her first business—a jewellery label co-founded with Tamara, her best friend and the creative force with whom she would build every venture to come.
It was the first spark of entrepreneurship, but it wasn’t until they opened The Drop, a health and surf-inspired café, that she fell in love with creating something that truly changed lives. The café reconnected her to her roots, to the power of food as fuel, medicine and community.
In 2014, that passion evolved into 10+CO, a pioneering natural skincare brand that pushed beyond “clean beauty” and into deeper formulation, function and impact.
Here, Elle uncovered an undeniable truth—skin wasn’t separate from the body, and the body wasn’t separate from the environment. Wellness wasn’t singular; it was a system. A standard. A way of living.
She wanted to go deeper.
That pursuit led to the creation of Proper Standard.
A company, yes. But more than that—a movement. A new definition of what it means to live with Aligned Intelligence™—where body, mind, environment, and energy are not separate, but in conversation.
For most of her life, Elle felt misaligned. Like another life was waiting for her—if she could just face it, feel it, heal it. She did. And now, she helps others do the same.
Her work is an invitation to those who feel the pull toward something deeper—to step into presence, to create their own Proper Standard. She doesn’t teach from a pedestal. She teaches from experience. From the lived reality of what it means to stop running, to choose clarity over chaos, to refine the way we move through the world.
The Work She’s Here to Do
It is the blueprint, the conversation, the guide. And Elle stands at the helm, not as a guru, but as a woman who walks this path daily.
Because this is not just about wellness. It’s about life.
Proper Standard is the manifestation of that choice.
She finds it in the kitchen, in deep conversation, in the simple joy of being where her feet are.
As she expands Proper Standard, she is committed to guiding others toward a new way of being—one where clarity replaces chaos and life is built with intention.
Born in Australia, Elle’s journey has taken her across the world, but her greatest homecoming has been to herself.