First things first: Ignore the claims from e.l.f. that this mascara has shades designed to enhance different eye colors. The truth is that all the shades of this mascara are so dark they look just the same on, whether one has brown, blue, green, or even violet (think Elizabeth Taylor) eyes!
Eye color–enhancing gimmick aside, this is an excellent mascara for a great price. It doesn't clump, even after multiple coats; we applied as many as 10 coats and it still didn't clump! It adds good length, volume, and curl to lashes, and doesn't smudge or flake all day long. All this for less than $5? We'll take it!
- Doesn't clump, even after multiple coats.
- Adds good length, volume, and curl to lashes.
- Doesn't smudge or flake.
- A beauty bargain!
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.