This fragrance-free loose powder seems to be e.l.f.’s attempt at copying the success of Make Up For Ever’s HD line of powders. To that end, they offer a silicone-based, sheer powder with a weightlessly smooth texture that practically disappears on skin (seriously, you’ll wonder where it went!). Skin is left feeling amazingly smooth and looks a bit more refined, yet this does little to set makeup or absorb excess oil...it just makes skin look refined and helps minimize the appearance of pores. Depending on your preferences and reasons for using loose powder, this may be right up your alley or a big disappointment. It is suitable for all skin types, including sensitive skin.
The white shade (labeled “Clear”) goes on a bit white but not ghostly; Corrective Yellow is OK for light to medium skin tones and the Shimmer shade is best reserved for highlighting key areas rather than dusting all over the face, unless you want a very shiny face. All told, this is an intriguing option but not for everyone. Note: the component this comes in and the finely-milled nature of this powder means things will get messy. This isn’t a powder to tote around in your day bag.
Dimethicone/Vinyl Dimethicone Crosspolymer, Silica.
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.