Elite Formulas, Inc. is a family-owned and operated business created in 2015 by Doug and Mariam Denton, who have more than 60 years of combined experience in the professional salon haircare and personal care industry.

Doug has been a highly successful leader for over 25 years, as VP of Operations, Sourcing Specialist, Procurement Manager and Consultant.  He has worked with industry front-runners in distribution and branding, including: Sexy Hair, Neutrogena, Aveeno, Anastasia Beverly Hills, Innovative Skincare, Urban Decay, Hard Candy, Zegerelli Haircare, O.P. I., Jason Natural Products, Worldwide Cosmetics, and more. 

Doug’s background is unique in that he also has experience leading and working with Personal Care manufacturing compound/filling facilities, including: Complete Beauty, Color Factory, Cosmetic Group USA, Joar Labs, Cosway, KIK Custom Products, 220 Labs, Aware Products, Cosmetic Technologies, Cosmetic Enterprises and more. He has experience in the entire production process, from original concept through compounding and filling to the shipment of finished product.

Mariam has been a successful professional hairdresser for over 35 years, while developing an extensive network of clients/testers.  Besides overall product direction, Mariam specializes in product development and product testing.

Chelsie is in charge of marketing, sales, and customer service.  Zach lends a hand with production and shipping/receiving and Rosie and Riley are just really happy dogs!