E.l.f. is an all-American cosmetics brand, and it is now synonymous with affordable quality. Founded in Oakland, California, in 2004, E.l.f. — which stands for Eyes Lips Face — was created after founders Joseph Shamah and Scott-Vincent Borba noticed that women who had otherwise expensive lifestyles were shopping at dollar stores for cosmetics.
When E.l.f. launched its line of professional cosmetics and makeup tools, the company was determined to find the balance between quality and cost. It now has a multitude of fans who will attest to their success in that endeavor.
E.l.f. is a proudly ethical brand. Its products are vegan and 100% cruelty-free, and the business is a part of PETA’s “no fur” campaign. That makes it perfect for conscious shoppers who don’t want to compromise their ethics to look great.
E.l.f. initially offered three lines of products: E.l.f. Studio, a professional makeup line; E.l.f. Minerals, a line of natural, mineral makeup; and E.l.f. Essentials, a line of everyday products. It now has a more simplified offering, split into E.l.f. Cosmetics and E.l.f. Bath and Body. The quality of each product, however, remains the same. You can find E.l.f. products at many major retailers, but the best selection and deals are on the brand’s website.
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