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E.l.f. (eyes, lips, face) is the kind of brand that makes you wonder why you ever spent more than $10 on great makeup. The company was founded in 2004 by father-son entrepreneurs Alan and Joey Shamah, and started as a direct-to-consumer brand with products selling for only $1 (some of its first retail locations were dollar stores). Even though they've had an impressive glow up since their early days, the price point remains remarkably low—and the quality is just as high.
They started out with only 13 products, and their first hit was the Shimmering Facial Whip, winning them their first Allure Best of Beauty Award in 2008. They now have over 300 products, including skincare, bath products, and tools.
We have hundreds of reviews of e.l.f. products on the app, and you guys love their stuff not only for their fair pricing, but for the payoff. Here are the top 5 according to your reviews:
All the coverage for a fraction of the price. Supergreat reviewers have compared this $6 concealer to Tarte’s iconic Shape Tape. With 26 shades (including pure white) the Camo Concealer promises to conceal, correct, contour, and highlight for up to 16 hours without settling into your fine lines.
This Squalane infused primer doesn’t just hold makeup in its place, it also smooths pores and helps skin retain its natural moisture. At only $8 this priming putty has been referred to by SG reviewers as a dupe for Tatcha’s coveted The Silk Canvas Protective Primer.
Glossy pouts are everywhere. This vitamin E infused lip lacquer is only $3 and will not only give you the much sought after glassy, glossy lips but will also keep them moisturized. Wear it alone or over your favorite lipstick for added shine.
We’re all chasing a glow. This Baked Highlighter is only $4 and it’s infused with hydrating ingredients like vitamin 5, jojoba, rosehip, sunflower, apricot, and grape oils. To receive the maximum benefit from this highlighter, many reviews suggest scraping off the top layer. E.l.f. also suggests trying its products wet for a more blinding highlight.
Two in one for $2?! That’s a steal. This brow and lash mascara doesn’t just lengthen and define, it also conditions for the softest hairs ever. Use it alone on your brows and lashes or as a final step to keep your hairs in place.
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