The Untold Story of E.l.f. Cosmetics


E.l.f. Cosmetics

If you’ve never tried an E.l.f. product, then you probably know it as the drugstore brand that’s sold at super-cheap prices. (We’re talking £5 for lipstick and £8 for foundation.) Don’t let the price point fool you, though: The colour payoff and long-lasting nature of the makeup products are comparable to department store brands—it’s almost like you’re stealing them, shelling out only a few bucks for a product you could have easily gotten from John Lewis. The brand has also ventured into skincare and boasts a huge collection of cleansers, moisturisers, sheet masks, and balms. It’s your one-stop source for your entire beauty regimen (save for hair—the brand is called Eyes Lips Face, after all) without spending an arm and a leg.

We were curious how the brand is able to produce so many great products for such little cost, so we turned to its vice president, Mara McCune, for the skinny on the beauty giant. We also picked up a lot of interesting intel about E.l.f. as a whole from its most popular products to the secret compartments you may not know exist. Keep scrolling to learn more.