e.l.f. Cosmetics

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.

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).

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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Your results are in the table below. You can narrow your results by using the drop down menus or sort by toggling the column labels. If you would like to add an item to your faves check the box in the "+" column. Click the add to faves button when you're done adding items.

+ Rating Product Brand Category Price Size
Average Studio Eyeliner & Shadow Stick e.l.f. Cosmetics
- Studio
Eyeliner  $3.00
Average Studio Lengthening & Volumizing Mascara e.l.f. Cosmetics
- Studio
Regular Mascara  $3.00
Good Lip Liner & Blending Brush e.l.f. Cosmetics
- Studio
Lipliner  $3.00
Good Studio Eyebrow Kit e.l.f. Cosmetics
- Studio
Brow Powder/Wax  $3.00
Average Studio Waterproof Lengthening & Volumizing Mascara e.l.f. Cosmetics
- Studio
Waterproof Mascara  $3.00
Good Studio Kabuki Face Brush e.l.f. Cosmetics
- Studio
Brushes/Applicators/Curlers  $6.00
Good Studio Translucent Mattifying Powder e.l.f. Cosmetics
- Studio
Pressed Powder  $3.00
Good Studio Contouring Blush & Bronzing Powder e.l.f. Cosmetics
- Studio
Powder Blush  $3.00
Average Studio Matte Lip Color e.l.f. Cosmetics
- Studio
Matte Lipstick  $3.00
Good Studio Bronzer e.l.f. Cosmetics
- Studio
Powder Bronzer  $3.00
Poor Studio Pigment Eyeshadow e.l.f. Cosmetics
- Studio
Powder Eyeshadow  $3.00
Poor Eyebrow Lifter & Filler e.l.f. Cosmetics
- Studio
Brow Pencil  $3.00
Good Studio Exact Lash Mascara e.l.f. Cosmetics
- Studio
Mascara  $3.00
Good Makeup Artist Brush Belt e.l.f. Cosmetics
- Studio
Makeup Planners/Organizers/Cases/Bags  $15.00
Average Studio Tone Correcting Powder e.l.f. Cosmetics
- Studio
Face Shine  $3.00
Average Studio Eye Refresh e.l.f. Cosmetics
- Studio
Eye Moisturizers  $3.00 0.38 fl. oz.
Poor Studio Tinted Moisturizer SPF 20 e.l.f. Cosmetics
- Studio
Tinted Moisturizer w/ Sunscreen  $3.00 0.70 fl. oz.
Good Studio Volume Plumping Mascara e.l.f. Cosmetics
- Studio
Mascara  $3.00
Best Studio Flawless Finish Foundation SPF 15 e.l.f. Cosmetics
- Studio
Liquid Foundation w/ Sunscreen  $6.00
Poor Studio Lip Primer & Plumper e.l.f. Cosmetics
- Studio
Specialty Makeup Products  $3.00
Poor Studio Under Eye Concealer & Highlighter e.l.f. Cosmetics
- Studio
Liquid Concealer  $3.00
Best Studio Lash Extending Mascara e.l.f. Cosmetics
- Studio
Mascara  $3.00
Average Studio Pout Perfecter e.l.f. Cosmetics
- Studio
Lip Gloss  $3.00
Best Studio Lip Lock Pencil e.l.f. Cosmetics
- Studio
Lipliner  $3.00
Good Makeup Remover Cleansing Cloths e.l.f. Cosmetics
- Studio
Cleansing Cloths  $3.00
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