When Kate Karlsson first landed in El Salvador, she had no plans to open a salon — and certainly not in her partner’s hometown. A successful stylist and entrepreneur based in Stockholm, Kate had spent years building two thriving salons in Sweden’s capital, combining her passion for beauty with a sharp business mindset.

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But as she got to know El Salvador — its culture, its warmth, and its people — something shifted. The small town of Ilobasco, where her partner grew up, slowly began to feel like home. And when she learned that the salon space once run by his mother was standing still, a spark was lit. With the family’s blessing, Kate decided to breathe new life into the space — and into a legacy.

“I see it as a deep honor,” Kate says. “To be entrusted with something so personal and to be able to carry it forward with love and purpose.”

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Kate isn’t just any stylist. As a professional hair and makeup stylist, she has worked with global artists such as Ava Max, David Guetta, Shawn Mendes, Bryan Adams, Nick Jonas, Westlife, Agnes Carlsson, Fletcher, Hailee Steinfeld, Sandro Cavazza and Daya. Her work has featured in music videos, photo shoots, Swedish Idol, Melodifestivalen, and campaigns for iconic brands like IKEA.

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As part of her career path, Kate also studied journalism — a background that shaped her storytelling, professionalism, and communication skills. And during a season of language studies in Paris, while learning French, the name ELLUI was born — a brand inspired by elegance, internationalism, and personal meaning.

Her slogan captures it all:
“Hair is my art. Business is my power.”

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Fluent in Swedish, English, and Spanish, Kate now divides her time between Stockholm and El Salvador. The climate, the pupusas, the kindness of the people, and the soulful pace of life captured her heart. She’s even rescued and cared for several street dogs — becoming part of the local fabric in ways she never expected.

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“This is where I’m meant to be right now,” Kate says. “I feel it every day when I open the salon doors.”

With one foot in Scandinavia and the other in Central America, Kate brings together two worlds — of style, soul, and self-care — into one inspiring journey...

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