Our Journey to Proper Standard
Life isn’t just about surviving—it’s about thriving. But thriving doesn’t come from quick fixes or surface-level solutions. It requires alignment—within ourselves, with our surroundings, and in how we move through the world. That belief brought us together and sparked what would become Proper Standard.
From Individual Journeys to a Shared Vision
We’re Elle and Tamara, co-founders of Proper Standard. Before this venture, our paths were shaped by our unique experiences, yet always guided by a similar thread: a desire to create something meaningful and transformative.
Elle’s journey began in the beauty industry, where she co-founded 10+CO, a skincare brand dedicated to creating clean, innovative products for pre and postnatal women. While the mission was clear, the road wasn’t easy. Despite pitching to investors worldwide and pioneering a niche category, the brand faced significant challenges. These experiences shaped Elle’s resilience and her belief in raising the standard for wellness—not just for mothers, but for everyone.
Tamara’s path has been equally dynamic. As a co-founder of 10+CO, she shared in the vision of creating innovative skincare solutions while also bringing her unique expertise as a qualified interior designer to the table. Her ability to create intentional spaces wasn’t just about aesthetics; it was about energy. Tamara understood that our environments deeply influence our mental clarity and wellbeing. This insight became a cornerstone of Proper Standard, emphasising the connection between external and internal alignment.
The Moment of Alignment
The idea for Proper Standard didn’t happen overnight. It was born from countless conversations, shared frustrations, and a collective desire to redefine what “clean” and “aligned” living truly mean. We realized that our individual passions—for clean beauty, intentional design, and holistic health—could come together to create something far greater.
But what does it mean to set a proper standard? For us, it’s about living with intention. It’s about creating frameworks that empower people to transform their health, homes, and habits—not through perfection, but through clarity and small, actionable steps.
Facing Setbacks, Finding Clarity
Our journey hasn’t been without its challenges. In fact, the setbacks have been some of our greatest teachers. From struggling to secure funding in our previous ventures to navigating the complexities of creating a brand that stands for something deeper, we’ve learned that alignment starts with truth. You have to face what isn’t working, feel the discomfort of change, and heal through intentional action.
Through this process, we realised that alignment isn’t just a concept—it’s something you have to live, breathe, and commit to every single day. We didn’t just clean up our businesses; we cleaned up our bodies, minds, and environments. We healed chronic inflammation, released over 50kg naturally, and built the kind of endurance that would carry us through both marathons and the toughest moments of our lives. And part of that was making the choice—again and again—to stay present. To go alcohol-free. To show up, fully, even when it would’ve been easier to numb out. This wasn’t just about health; it was about becoming the kind of women who could stand behind Proper Standard without hesitation.
The Mission That Drives Us
At its core, Proper Standard is about creating a cleaner, more aligned way of living—for everyone. We’re here to raise the bar, not just for products and practices, but for how we approach life.
And we learned that alignment isn’t just about what you put in your body or the space you live in—it’s about the way you communicate, the way you handle hard conversations, the way you own your words. Clean communication became just as important as clean living. We practiced de-escalating conflict, taking accountability, and making sure that honesty never came at the cost of kindness. Because words shape reality. And just like our bodies and environments, misalignment in communication leaves wounds.
We redesigned the way we live, too. Not just metaphorically—physically. The spaces we move through, the energy we curate in our homes, the environments that either deplete us or restore us. Because everything is connected. And when you start living with intention in one area, it demands integrity in all the rest.
Proper Standard: A Living, Breathing Evolution
We created Proper Standard because we believe in sustainable, real-world transformation. Not quick fixes. Not fleeting trends. But a way of living that supports who you are and who you’re becoming. Every framework, every protocol, every piece of guidance we share is rooted in what we’ve actually lived. We don’t just teach this—we are this.
An Invitation to Join Us
As we continue this journey, we’re inviting you to join us. Proper Standard isn’t just our story; it’s yours too. It’s for anyone who’s ready to embrace change, honour their truth and live in alignment. We’re proud to stand as the founders of this movement, but even more, we’re honoured to stand beside you as you create your own path to clarity and growth.
Welcome to Proper Standard—where alignment meets action.
