Established in 1936 in Düsseldorf at Rosmarinstraße 12-18, "Ellocar" was founded by Carl and Elly Höppner, a married couple deeply rooted in the perfumery industry. Registered in the commercial directory on October 15, 1938 as "Ellocar Gesellschaft mit beschränkter Haftung Werkstätten für Parfümerie und Kosmetik," the brand symbolized the collaborative spirit between Elly and Carl through its name, derived from the first letters of their names. Having previously run "Carl Höppner K.G. Parfümeriefabrik" from 1924, catering affordable products to department stores, the couple aspired to position "Ellocar" as a premium brand in exclusive specialty stores. The success of their endeavor was attributed to the exceptional quality of their range, which included Ellocar Eau de Cologne, beauty care items, nail polish, lipsticks, face masks, and a hair growth tonic, along with strategic advertising placement. Although "Ellocar" departed the commercial registry on November 9, 1964, giving way to "Ellocar Cosmetic GmbH" until September 9, 1991, records suggest that the color cosmetics segment under the "Ellocar" label likely joined the portfolio of major global corporations.