How the Internet Became Obsessed With This One Drugstore Makeup Brand


There has been one rather new drugstore brand during the last few years we have observed stoning up an increasing number of superstar make-up artists’ lists of should-have products. Reddit make-up threads drop its name more regularly than pretty much any other drugstore logo. What’s it? Drumroll, please…

Each person’s drugstore logo appears to be freaking out over currently is—you guessed it—E.L.F. Cosmetics. The Oakland-based totally corporation (which stands for Eyes, Lips, Face, if you were questioning) changed into based in 2004 via two splendor obsessives who wanted to create inexpensive make-up once they persisted in peering steeply-priced cars parked out of doors of 99-cent makeup stores. “I saw these kinds of ladies with Louis Vuitton handbags, and that they were simply shopping for truckloads of lip balms and nail polishes,” co-founder Scott Vincent Borba informed CNN in an interview. So Borba, along with his business companion, Joseph Shamah, determined to discover factories that understood their task to create less expensive, right-fine makeup. “We experience girls should not pass lunch or no longer go out for dinner or have other cutbacks to find the money for a make-up,” Shamah told CNN. These days, no E.L.F. product expenses are greater than $15, and you could see them at shops like a goal, Walmart, or even vintage military. Here, we destroy down why people like it so much. Being Mad.

Human beings on the internet rave about the high-quality.
E.L.F. is often stated in Reddit threads as some of the nice make-up available for the cash. In February, we wrote about how humans keep the $6 E.L. F Powder Blush Palette at equal esteem as excessive-end blush palettes. “I love this palette, [because the colors] are so pigmented,” writes one man or woman. “I’m used to awful blushes which you have to build up, so if I’m no longer cautious, I turn out to be looking sunburnt.” Michelle Dunaway, E.L.F.’s international inventive director, says that the blush palettes have been created to ensure that people ought to have numerous options in one product. “We adore to offer expensive merchandise that is on hand to women to play with looks, so our palettes are made for customization and are intended to be used with developments like contouring and strobing,” she says. “As a make-up artist, I like blending and matching cheek colors to create looks that complement a lip color, so it changed into vital that our blush palettes provide four different colors that can be worn by myself or blended.”

The business enterprise will pay attention to what people need.
Once more, we wrote an entire article around how humans with small eyes swear by using the E.L.F. Crease Brush because it’s tiny sufficient to ensure that humans don’t appear to be an “overly combined raccoon-eyed mess.” It took the number one spot right in the back of the opposite inexpensive choice: The $6 EcoTools Duo Eye Set. How does E.L.F. seem to recognize precisely what their clients want? They are being attentive to what they’re announcing online. “We’re very engaged with our consumers, and we make sure to concentrate on their product requests and hints,” says Dunaway. “We journey around the arena and study social and global trends, which encourage new colorations and modern textures that we assume might be brilliant for the agency.”

Expert and movie star make-up artists rely on the brand.
Within the photograph of Emma Roberts below, Glamsquad makeup artist Kelli Bartlett used an E.L.F. product as the primary accent to ideal Roberts’s golden smoky eye.


A picture published via GLAMSQUAD (@glamsquad) on Apr 18, 2016 at 2:00pm PDT
Bartlett used the E.L.F. Aqua splendor Molten Liquid Eye shadow to add a punch of gold to Roberts’s eyes. It’s a $four eye shadow with equal coloration payoff as a M.A.C. or Stila liquid eye shadow. And when we as soon as requested expert make-up artists which drugstore highlighters are their favorite, Azra crimson, who has labored on shoots fo trend Italia, stated that the E.L.F. Baked Highlighter is her favourite. “It gives skin a luminous, sheer appearance whilst it’s applied with a broom, and I love that it includes jojoba, sunflower, and rosehip oils to assist hold pores and skin hydrated,” she says.

What can we count on next from E.L.F.? Dunaway says the organisation specializes in bringing it again to fundamentals. “For the time being, we adore make-up that accentuates your herbal splendor,” she says. “We’ve got a few exciting new line extensions to our beautifully naked series this month. Right now, it is all about lightweight make-up for a flawless natural look.”