Over the years, e.l.f. has been responsible for creating some of our all-time favorite products at an affordable price point. The brand continues to innovate in the beauty space, releasing viral products (and campaigns) and growing its footprint by adding brands such as Keys Soulcare, Well People, and, most recently, Naturium—one of Target's fastest-growing skincare brands—to its portfolio. In honor of that news, we decided to take a closer look at the e.l.f. Cosmetics brand, and to share some of its products that we can't live without.
With a price point to satisfy even the most frugal beauty lover, e.l.f. (which stands for eyes.lips.face) made its mark on the beauty scene in 2004 with an arsenal of items that delivered major results. At the time of launch,everyproduct cost just $1, making it one of the only mass cosmetics companies to offer such low prices. Since then, the brand has expanded into a beauty empire spanning cosmetics, tools, and skincare.
E.l.f. was founded by father-son entrepreneurs Alan and Joey Shamah, who collectively spent over 30 years in the apparel business. Inspired by the success of fast fashion, the duo set out to recreate that industry's model—low prices, quick turnarounds, and trendy aesthetics—for the beauty world. But unlike fast fashion, the Shamahs vowed to disprove the notion that cheap products meant low-quality results. Instead, they created products that performed well above their price tags.
The brand says it can keep its cruelty-free products at a low price point thanks to its relationships with suppliers and manufacturers abroad. It also spends very little money on traditional advertising or celebrity endorsem*nts, instead relying heavily on social media exposure and crowdsourcing. e.l.f. prides itself on keeping its finger on the pulse of the customer's needs and wants via online reviews, in-store consumer feedback, and social media.
e.l.f. Cosmetics
Founded:Joseph Shamah and Scott Vincent Borba in 2004
Based In:California and New York
Pricing:$2-$50
Best Known For:High-quality vegan and cruelty-free beauty at minimal markups, disruptive social media presence
Most Popular Product:The Poreless Putty Primer, which the brand claims is the #1 bestselling primer in America
Fun Fact:On August 29, 2023, e.l.f. announced it would be acquiring Naturium
Other Brands You'll Love:Keys Soulcare, Well People, Naturium
"We (re)discovered that our target audience is any and every eye, lip, and face," Kory Marchisotto, chief marketing officer, tells Byrdie. She explains that e.l.f. is for the maximalist and minimalist, the young and the mature, of any gender. "Although a vast audience, we uncovered that their wants are remarkably similar: access to the best of beauty, without compromising their wallets or the value of their products."
E.l.f. has stayed true to its mission from day one and continues to surpass expectations. The brand stays on-trend (in addition to inspiring new ones), sources high-quality ingredients that rival brands even triple its price point, and pushes the envelope with innovation. Keep scrolling for our e.l.f. offerings.
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Halo Glow Liquid Filter
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Is it a primer? A foundation? A highlighter? However you prefer to wear the Halo Glow Liquid Filter, one thing is for certain: You're going to love how your makeup turns out. Available in seven shades, this multi-use product blurs imperfections and imparts a subtle, soft-focus glow, leaving the skin looking, as contributing writer Lacey Brown notes in her review, "luminous but not overly highlighted."
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Poreless Putty Primer
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If flawless-looking makeup starts with a perfectly primed base, this $10 primer is a small—really small— price to pay for a smooth canvas. (And, if you ask me, it's a spot-on dupe for Tatcha's $52 The Silk Canvas Primer.) If you're seeking the same pore-blurring benefits but with a lighter-weight feel, check out the brand's recently launched liquid iteration.
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Wow Brow Gel
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If you lust over thick, voluminous brows, this $5 find can transform even the thinnest, most sparse arches in a few swipes. The wax-gel formula is infused with micro-sized, hair-like fibers to fluff up your brows and comes in four shades to define those arches.
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Camo CC Cream
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Perhaps one of the brand's most viral products—which, when it comes to e.l.f. Cosmetics is quite the feat—the Camo CC Cream combines broad-spectrum SPF protection, color correction, and skin-boosting ingredients like hyaluronic acid and niacinamide into a full-to-medium coverage foundation. If that sounds too tall an order, think again: Fans love this one for its natural coverage and skin-like finish. "As for wear, it stays fresh all day," contributing writer Emily Algar says in her review. "There's no oxidizing or grease—just soft, natural skin."
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Power Grip Primer
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The Power Grip primer is beloved for its tacky texture that perfectly fixes makeup in place without feeling drying or dehydrating on the skin. "My makeup did not move at all [over] about six hours," says contributing writer Janiah McKelton in her review. "I was exposed to humid weather, and my makeup still looked super fresh. I normally have lots of creasing around my eyes and nose, but using the primer kept the creasing to a minimum."
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Holy Hydration Face Cream
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Among the most beloved drugstore moisturizers on the market, the Holy Hydration Face Cream is arguably the hero product of the brand's Holy Hydration Range (though the Eye Cream is fan-favorite, too). The lightweight feel makes it great for all skin types, even if those with dry skin will find it especially beneficial. "After using it several times, I realized the cream was the common denominator on all of my good skin days," reviews writer Michelle Rostamian. "Thanks to the blend of hyaluronic acid to hydrate and plump, niacinamide to brighten, squalane for elasticity, and peptides to promote collagen, I'm smitten."
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19-Piece Brush Set
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This is the most expensive item on e.l.f. 's roster, and trust us, it's worth every penny. Housed in a chic, travel-friendly roll-up case, this set of 19 vegan brushes equates to less than $3 per brush, all of which can be used with wet or dry products. It's a steal if there ever was one.
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Putty Bronzer
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Available in eight shades and various undertones—so you can warm up your complexion or add a touch of contour—the Putty Bronzer is a user-friendly way to add dimension to the face. "This product has a creamy texture that isn't thick at all—I'd liken it to a thin, gel-like feel—and e.l.f. classifies the formula as putty-to-powder, which is similar to cream-to-powder," explains makeup artist Khera Alexander in her review. "I love these... formulas because they create a lightweight, creamy finish that lays well on the skin, you have time to manipulate and blend the product, and [the] soft matte finish settles into the skin nicely without accentuating oiliness."
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Contour Palette
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We don't have to tell you that contour palettes can be expensive, but not this one. This collection of four powder shades sculpts, shades, highlights, and brightens your complexion for less than the price of your morning coffee. And the best part is it's infused with vitamin E, so you should never look dry or chalky.
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Lip Plumping Gloss
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Our favorite drugstore plumper, the Lip Plumping Gloss earns rave reviews for its non-sticky texture, color payoff (it's available in 10 shades), and cooling, comfortable formula that excels at pumping up the lips. Thanks to the inclusion of vitamin E and argan oil, it leaves lips feeling smoother, too.
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Gentle Peeling Exfoliant
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Quality peeling gels that roll away dead skin without harsh abrasives can easily run you between $40 and $60 a pop. This $10 version gives you the same satisfying exfoliation—via papaya extract—for a fraction of the price.
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Halo Glow Beauty Wand
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Another multi-use product from the Halo Glow range, the Contour Beauty Wand features a sponge applicator that makes sculpting the face a breeze. Actress Ashley Park likes to keep this one on hand: "It's the size of a chapstick, so I use it for eyeshadow and contouring my face," she tells us.
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Big Mood Mascara
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A volumizing and lifting formula, the Big Mood Mascara's wand—hourglass-shaped with dense bristles—helps the product give lashes a major boost. "I've run the gambit of lash lifts, lash extensions, and pricey prestige mascaras, and truly nothing compares to the natural, fluttery look I get from Big Mood," associate editorial directorHolly Rhuesays."Just a few coats give me a full-on falsies effect, coating my short, blonde, sparse lashes in a rich, jet-black formula that works like a push-up bra for my lashes."
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Article Sources
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Trevisol TC, Henriques RO, Souza AJA, Furigo A Jr. An overview of the use of proteolytic enzymes as exfoliating agents.J Cosmet Dermatol. 2021;10.1111/jocd.14673. doi:10.1111/jocd.14673
