Do you love a good bargain? Love makeup? What if those two things were combined? Yes? Then you will love e.l.f. makeup!
e.l.f. is a cosmetics company that was created in 2004. The company launched in New York City selling 13 different makeup products for only a dollar. The company was started by Joseph Shamah, a New York University (NYU) business student, and Scott-Vincent Borba, a product developer for companies such as Hard Candy and Neutrogena. The company is Eyes, Lips, Face, or better known as e.l.f.
Since launching, e.l.f. has found its products graced over magazine pages such as Glamour, Oprah and Instyle, written about in blogs and raved about from those who faithfully use the products.
Since the makeup is cruelty-free, the company received the certificate of appreciation from PETA in 2015. In 2009 and 2010, e.l.f. products won Allure’s Best of Beauty award, among other awards.
Today the products are sold in Target, Kmart, Wal-Mart and all over the world. The products’ price point still ranges from $1 to about $10. What makes e.l.f. products different is the company’s pride for providing customers with quality makeup for cheap prices. Some of the makeup e.l.f. sells is easily comparable to makeup sold from companies with higher price points.
Popular culture now calls products such as these dupes. Dupes are cheaper makeup products that have the same shades or quality as the higher priced makeup products. For example: e.l.f.’s Studio Baked Eyeshadow palette for $10 vs Sephora’s Moon Shadow Palette in the Dark for $27, e.l.f. HD cream blush for $3 vs Makeup Forever cream blush for $26, e.l.f.’s St. Lucia blush and bronzer compact for $3 vs NARS’ Orgasm/Laguna blush and bronzer compact for $24, e.l.f. beauty blender for $5 vs The Original Beauty Blender for $20.
If you take the time to look around and try some e.l.f. products out, you will probably be able to find some dupes of your own. You never know what you might find and, hey, it might only be a dollar.
Lexy Cummins is a student at Kent State University.
Image Courtesy of Keegan Brewster.