The Beauty Brand To Know: e.l.f

The Beauty Brand To Know: e.l.f

We’re letting you in on a secret that beauty editors are trying to keep hush: e.l.f cosmetics have shaken up the beauty industry by creating cruelty-free, 100% vegan and affordable beauty products that do exactly what they claim.

e.l.f (that stands for ‘Eyes Lips Face’) is the new fast-beauty concept, with products being launched in as little as 13 weeks from conception. It’s no surprise women are becoming obsessed with this make-up collection that gives premium brands a run for their money, with eyeliners costing as little as £2, while high-pigmented foundations, blushers and lip products give you change from a fiver. What’s not to like?  It’s a complete game-changer for women who want to experiment with colour but don’t want to spend a fortune on new shades, textures and hues.

e.l.f prides itself on high-quality products, which is why in a short amount of time, they have gathered a cult following among make-up artists and celebrities alike. Fearne Cotton and Laura Whitmore are both big fans while Sarah Exley, head makeup artist of the X Factor, uses e.l.f on both the contestants and judges.

It’s the e.l.f primers that really stand out, with one being sold every six seconds. If you’re going to buy just one product from the range, the Mineral Infused Primer is a must-have for filling in fine lines, refining your complexion and making your make-up last all day, while the latest Mix to Match Foundation Undertone Adjuster lets you customise your foundation shade. Genius!

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