03.24.2014
9
e.l.f. Cosmetics
Wet Gloss Lash & Brow Clear Mascara
Rating
$1
Category:Makeup > Mascaras (regular) > Regular Mascara
Last Updated:03.24.2014
Jar Packaging:False
pH:
Tested on animals:No
Overview

Wet Gloss Lash & Brow Clear Mascara houses the same clear gel formula in a dual-sided, dual-brush component. One end is for eyebrows (and the brush is suitable for brow application) and the other for lashes (with an equally suitable brush). The gel applies smoothly, is non-sticky, and does a great job of grooming brows or providing slight lash enhancement while leaving a subtle glossy finish. All this for $1? Sold!

Claims
Ingredients
Brand Overview

e.l.f. At-A-Glance

Strengths: Bonafide beauty bargain prices; several praiseworthy makeup products including the powder blush, bronzer, and eyeshadows; some great face powders; oil-blotting papers are a steal; excellent brushes in the Studio line; a few good, inexpensive skincare products.

Weaknesses: Mostly average to poor skincare formulas; a multitude of terrible concealers; limited options for foundation; average to not-worth-it-at-any-price eyeliners (with the exception of one); some of the skincare products aren't on par with better formulated options that cost a bit more.

From a line of cosmetics whose claim to fame is its rock-bottom prices we weren't expecting much. With many of the makeup products selling for just $1, could there be any outstanding finds to rival the best options from drugstores and department stores? Surprisingly, the answer is yes. Yet although that's good news, the entire picture isn't so rosy, and many of the products from e.l.f. (which stands for Eyes, Lips, Face) are as basic as can be, while a few are resounding disappointments we wouldn't even give away.

e.l.f. was founded by Scott Vincent Borba—the same businessman responsible for the Borba "beauty waters" once sold at Sephora boutiques—and Joseph Shamah. The story goes that one day Borba was shopping in an unnamed "dollar store" (where everything sells for a dollar) and noticed women dressed in designer clothing and sporting designer handbags loading up their baskets with inexpensive nail polish, eye pencils, and lip balm. He took note of the products being sold in such stores and quickly decided he could offer products of even higher quality at the same competitive price. His idea paid off, as e.l.f. has enjoyed continued success and increased distribution online and in retail stores like Target.

As you might expect, not everything in the e.l.f. line is great. When you're offering almost every product for $1 (OK, there's plenty for $3 and $5, too), they're not going to be nearly as luxurious or innovative as the company proclaims (most of the ingredient lists couldn't be more basic and the packaging is sometimes slipshod). Many e.l.f. items have packaging that, while functional, can only be described as cheap. In terms of value, yes, almost everything is inexpensive, but in most cases the container sizes are much smaller than the norm. Still, if you're considering spending a few dollars on fun, occasional-use colors, size becomes much less of an issue.

This line can be found at select Target stores and some regional drugstores, but the best place to experience the collection is online (none of the stores provide testers). The cheaper elements are a given based on the price point e.l.f. has established, but overall you're likely to be impressed with what they developed for so little money, and you may just find some beauty bargains (especially makeup brushes) that raise the bar—at least to a height that's taller than your average elf!

For more information about e.l.f., call (800) 231-4732 or visit www.eyeslipsface.com.

About the Experts

The Beautypedia Research Team is dedicated to helping you find the absolute best products for your skin, using research-based criteria to review beauty products from an honest, balanced perspective. Each member of the team was personally trained by Paula Begoun herself.

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Monday, February 09, 2015
Fantastic

Am in love with this & such an inexpensive price. So happy elf is available in AU! At first I used a tissue to wipe off excess. This puts my brows in place & keeps them in place! Wonderful product highly recommend

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Reviewed by
Sofia
Sunday, January 18, 2015
CRUNCHY

I'm new to cosmetics & ELF is readily available in Target & super cheap. I love all natural stuff (or as natural as it gets) but it's more expensive & since this was my 1st buy, I wanted to try this. This clear mascara/brow gel duo made my lashes/brows so crispity-crunchity that I was scared they'd break off! Removal was NOT easy, whatsoever. I doused my lashes in chamomile oil & let it sit for a good 10-20 min (and it was STILL on there!) Then used a makeup removal cloth - finally came off!

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Reviewed by
Jjaamo
Friday, August 29, 2014
How Have I survived Without This

This product is incredible. It holds your brows in place perfectly. I was afraid it would "streak" my eyebrows or make them look crunchy but it doesn't at all. And the fact that it's only $1 makes it perfect. It also doesn't smudge eyebrow pencil at all, which is nice. Probably one of my favorite e.l.f. products that they would be crazy to ever discontinue.

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Reviewed by
Rachel W.
Thursday, June 12, 2014
A Steal

Not flaky, cakey, sticky or white. Does what it's 'sposed to, and holds my brows tight. Yay! It's a dollar! And they give you plenty, Yay! It's a dollar! I think I'll buy twenty

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Reviewed by
MELISSA L.
Tuesday, February 25, 2014
A Holy Grail product for brows!

Beautypedia hit it out of the park with this review! Absolutely works and the price is insanely great! I use both sides for just my brows...when I run out of product on one side, I just use the other! Brows stay perfect all day...no touch-up needed.

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Reviewed by
Erin G.
Monday, May 27, 2013
Awesome!

I was skeptical at first, but I am happy to say my skepticism was put to rest! I have thick eyebrows and this works great on them. The gel is not sticky and makes your brows look well groomed and they stay in place. I'm very happy with this product, and for $1, who can beat that? Well done.

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Reviewed by
Ashlee P.
Wednesday, February 06, 2013
Fantastic!

Great eyebrow groomer. Brows look neat and tidy without being goopy and stiff.

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Reviewed by
Nancy W.
Wednesday, January 30, 2013
Great for unruly brows

I have coarse, long, curly, unruly brows. I have been using Jane Iredale Purebrow Fix which costs $21 and was the only brow gel that was stiff enough and dried fast enough to set my brows. Iredale has changed their formula and it no longer works. I've tried several other brands but they did not have enough hold. I tried e.l.f. Wet Gloss because of the review on this site and it is just as good as Jane Iredale. $1.00 as opposed to $21.00 - who could ask for more. What a bargain for great performance. Thanks Paula's Choice for your reviews.

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Reviewed by
Anonymous
Tuesday, December 18, 2012
Great product

This is a great product for both your lashes and brows. You can also use this clear mascara as a basecoat before you apply your black mascara.

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Anonymous
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