We’re Elle and Tamara — Your Alignment Architects.
Proper Standard was built on one truth: alignment is the foundation for living well. We help individuals, families and organisations refine their health, environments and daily systems—ensuring that alignment isn’t just an idea, but a lived experience.
With backgrounds in brand-building, environmental design and holistic living, we’ve spent decades mastering the art of aligned living—distilling it into a structured, effective approach.
Meet the Founders
Proper Standard is the result of lived experience, meticulous refinement and an unshakeable belief in the power of alignment.
We’re Elle & Tamara—the driving force behind Proper Standard. This work is built from experience, refined through action and proven through results. We’ve navigated the complexities of health, business, identity and transformation—breaking patterns, refining environments and rebuilding from the ground up.
From launching a globally recognised wellness brand to studying nutrition, design and behavioural optimisation, every step has led us here. And through it all, we’ve learned that alignment isn’t about perfection—it’s about precision. It’s about knowing who you are, what you stand for and making decisions that match.
Proper Standard is the culmination of this work—a structured, results-driven approach to optimising health, environments and personal systems for long-term impact. It’s not about striving for something outside of you—it’s about stepping fully into what’s already within reach.
We’ve done it. Now we’re here to help you do the same.
You may have seen us at:
Elle Begely & Tamara Hansen
ELLE BEGELY
Visionary brand builder, business architect and entrepreneur. With a career built on challenging industry norms, Elle has pioneered in wellness, consumer behaviour and high-impact brand development. Her expertise in strategic frameworks, high-calibre living and optimisation shaped Proper Standard into a methodology-driven brand for those who expect more.
“Small, intentional shifts are the key to lasting change.”
TAMARA HANSEN
Spatial designer, systems architect and advocate for intentional living. With a background in environmental design, habit formation and wellness strategy, Tamara specialises in creating systems, spaces and structures that enhance wellbeing and longevity. Her expertise in behavioural environments and aligned design makes Proper Standard a truly holistic framework.
“Wellness begins in the details”
The Proper Standard Mission
We’re redefining aligned living for a modern world.
Our mission? Empower 100 million people to transform their health, homes and habits—elevating the global standard for living well.
At Proper Standard, alignment isn’t abstract—it’s structured, measurable and built to last.
This is just the beginning. We’re laying the foundation for a future where:
→ Science and soul merge seamlessly.
→ Technology enhances wellbeing.
→ Aligned living is not a privilege—it’s the standard.
Proper Standard isn’t just about teaching alignment—it’s about engineering a new standard for living.
The Future We’re Building
Join Us
Proper Standard is for those who:
→ Know that health is more than diet.
→ Understand that success is more than work.
→ Believe that wellbeing is a standard—not a luxury.
If you’re ready to elevate your standard, welcome.
