Mineral Eye Brightener

by e.l.f. Cosmetics   Mineral
Price:
$3 
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Category:
Makeup > Concealers & Highlighters > Highlighter
Last Updated:
12/27/2013
Jar Packaging:
Yes
Tested On Animals:
No

Housed in a jar outfitted with a built-in sifter is this loose powder highlighter designed to brighten the eye area. Applying loose powder so close to the eye itself isn’t the best way to go, as loose powder has a tendency to get into the eye itself (plus working around the eyes with pressed powders is just so much easier).

The kicker here is that this loose powder highlighter is surprisingly easy to work with. We were impressed with how smoothly this applied, having a natural affinity for skin and leaving a brightened finish that doesn’t look sparkling or over-powdered. Whether used around the eyes or elsewhere to highlight, this pale yellow powder is worth considering.

As for the claims that this contains ingredients to tighten and refresh the eye area: Although the vitamins and soothing plant extracts can be helpful, none of them tighten skin and in fact in the jar packaging this has, the potency of the antioxidants won’t last for long after this is opened. Consider this for its ease of application and subtle highlighting effect, not for its alleged skin care benefits.

Note: The sole shade (Buff) is best for fair to medium skin tones. Also, apply sparingly and blend away the excess if you have lines around the eye, as this powder can make them more apparent as the day wears on.

From a line of cosmetics whose claim to fame is its rock-bottom prices we weren't expecting much. With almost every individual item 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" being 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. enjoyed sales last year of $5 million.

As you might expect, not everything in the e.l.f. line is great. When you're offering almost every product for $1, they're not going to be nearly as luxurious or innovative as the company proclaims (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.

In addition to being found at some dollar stores, e.l.f. has expanded its distribution to selected Target stores and regional drugstores. However, 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 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.

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About the Experts

Paula Begoun is the best-selling author of 20 books on skin care and makeup. She is known worldwide as the Cosmetics Cop and creator of Paula's Choice. Paula's expertise has led to hundreds of appearances on national and international television including:

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The Paula's Choice 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 herself.

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