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; 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.

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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
Good 100% Pure Mineral Eyeshadow Set (Discontinued) e.l.f. Cosmetics Mineral Eyeshadow  $12.00
Good Brightening Eye Color e.l.f. Cosmetics Powder Eyeshadow  $1.00
Good Custom Eyes e.l.f. Cosmetics Powder Eyeshadow  $1.00
Poor Essential Duo Eye Shadow Cream e.l.f. Cosmetics Cream/Cream-to-Powder Eyeshadow  $1.00
Poor Eye Transformer e.l.f. Cosmetics
- Studio
Powder Eyeshadow  $3.00
Poor Eyeshadow Duo e.l.f. Cosmetics Powder Eyeshadow  $1.00
Good Flawless Eyeshadow e.l.f. Cosmetics Powder Eyeshadow  $2.00
Average Glitter Eyeshadow (Discontinued) e.l.f. Cosmetics Powder Eyeshadow  $2.00
Good Mineral Eyeshadow e.l.f. Cosmetics Mineral Eyeshadow  $3.00
Good Pressed Mineral Eyeshadow e.l.f. Cosmetics Powder Eyeshadow  $3.00
Best Studio Baked Eyeshadow e.l.f. Cosmetics Powder Eyeshadow  $3.00
Poor Studio Cream Eyeshadow e.l.f. Cosmetics
- Studio
Cream/Cream-to-Powder Eyeshadow  $3.00
Average Studio Eyeshadow e.l.f. Cosmetics
- Studio
Powder Eyeshadow  $3.00
Good Studio Long-Lasting Lustrous Eyeshadow e.l.f. Cosmetics Eyeshadow  $3.00
Average Studio Matte Eyeshadow e.l.f. Cosmetics
- Studio
Powder Eyeshadow  $3.00
Poor Studio Pigment Eyeshadow e.l.f. Cosmetics
- Studio
Powder Eyeshadow  $3.00
Average Studio Shimmering Palette (aka Shimmer Palette) e.l.f. Cosmetics
- Studio
Cream/Cream-to-Powder Eyeshadow  $3.00
Good Ultimate Eyeshadow Palette e.l.f. Cosmetics Powder Eyeshadow  $15.00
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