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Everything You Need to Know About e.l.f. Cosmetics

If you are looking for high-quality makeup and skincare products that won’t break the bank, you might want to check out e.l.f. Cosmetics. This brand offers a wide range of vegan and cruelty-free beauty products that are loved by many customers and influencers. In this blog post, we will tell you everything you need to know about e.l.f. Cosmetics, from its history and mission to its best-selling products and reviews. We will also share some tips on how to save money and find dupes for more expensive brands. Let’s get started!

Background of the Brand

e.l.f. Cosmetics was founded in 2004 by father-son duo Alan and Joey Shamah, who wanted to create affordable and accessible beauty products for everyone. The name e.l.f. stands for eyes, lips, face, which reflects the brand’s focus on providing a complete range of makeup products for every feature. The brand was inspired by the success of fast fashion and aimed to offer trendy and quality cosmetics at low prices. The brand started with selling products for only $1 online, and soon gained popularity and recognition among customers and media outlets. Today, e.l.f. Cosmetics is one of the leading beauty brands in the US, with products available in over 20,000 retail stores and online platforms. The brand has also expanded into skincare, tools, and collections, and has partnered with celebrities and influencers such as Alicia Keys, James Charles, and Nabela Noor.

Best-Selling Products

e.l.f. Cosmetics has hundreds of products to choose from, but some of them stand out as best-sellers and customer favorites. Here are some of the most popular products from e.l.f. Cosmetics that you might want to try:

  • Poreless Putty Primer: This primer is a cult-favorite that claims to be the #1 best-selling primer in America. It has a smooth and velvety texture that glides on the skin and fills in pores and fine lines. It helps to create a flawless base for makeup application and enhances its longevity. It also contains squalane, a hydrating ingredient that helps to moisturize the skin. This primer comes in three variants: original, luminous, and matte, to suit different skin types and preferences.
  • Hydrating Camo Concealer: This concealer is a hydrating version of the brand’s original Camo Concealer, which is known for its full coverage and matte finish. The Hydrating Camo Concealer has a creamy and lightweight formula that blends easily and covers imperfections, dark circles, and blemishes. It also contains hyaluronic acid and peptides, which help to plump and smooth the skin. This concealer comes in 25 shades and has a satin finish that looks natural and radiant.
  • Bite-Size Eyeshadow: These eyeshadow palettes are mini but mighty, with four coordinated shades that can create a variety of looks. The eyeshadows have a pigmented and blendable formula that glides on the lids and lasts all day. They also have a mix of matte and shimmer finishes that can suit any occasion. These palettes come in eight color combinations, from neutral to bold, and are only $3 each.
  • Halo Glow Liquid Filter: This product is a complexion booster that mimics the effect of a filter on the skin. It has a sheer and lightweight formula that can be worn alone or mixed with foundation. It contains hyaluronic acid, argan oil, and vitamin E, which help to hydrate and nourish the skin. It also contains light-reflecting pigments that create a soft-focus and luminous glow. This product comes in three shades: light, medium, and deep, and can be used to brighten, even out, and enhance the skin tone.


e.l.f. Cosmetics has received many positive reviews from customers and critics alike, who praise the brand for its quality, affordability, and variety. The brand has been featured in several media outlets, such as Allure, InStyle, and Glamour Magazine, and has won several awards, such as the Allure Best of Beauty Award, the InStyle Best Beauty Buys Award, and the Glamour Beauty Award. Here are some of the reviews from customers who have tried e.l.f. Cosmetics products:

  • “I love this primer! It makes my skin look so smooth and flawless, and my makeup lasts longer. It doesn’t feel heavy or greasy, and it doesn’t clog my pores. It’s definitely worth the hype!” – Review of the Poreless Putty Primer on e.l.f. Cosmetics website
  • “This concealer is amazing! It covers everything, from dark circles to acne scars, and it doesn’t crease or cake. It also feels hydrating and soothing on the skin, and it doesn’t dry it out. It’s the best concealer I’ve ever used!” – Review of the Hydrating Camo Concealer on e.l.f. Cosmetics website
  • “These eyeshadows are so pigmented and beautiful! They blend easily and stay on all day. The colors are perfect for everyday or glam looks, and they suit any skin tone. They are also super affordable and cute. I love them!” – Review of the Bite-Size Eyeshadow on e.l.f. Cosmetics website
  • “This product is a game-changer! It makes my skin look so radiant and healthy, like I have a natural glow. It’s not glittery or oily, it’s just perfect. I use it alone or with foundation, and it always looks amazing. It’s my new favorite!” – Review of the Halo Glow Liquid Filter on e.l.f. Cosmetics website


One of the reasons why e.l.f. Cosmetics is so popular is that it offers dupes for more expensive and high-end brands. A dupe is a product that has a similar appearance, performance, or quality to another product, but at a lower price. Dupes can help you save money and try new products without breaking the bank. Here are some of the dupes that e.l.f. Cosmetics has for some of the most coveted beauty products:

Coupon Codes and Loyalty Programs

If you want to save even more money on e.l.f. Cosmetics products, you can use coupon codes and loyalty programs. Coupon codes are special codes that you can enter at checkout to get discounts, free gifts, or free shipping. Loyalty programs are rewards programs that you can join for free to earn points, perks, and benefits. Here are some of the coupon codes and loyalty programs that e.l.f. Cosmetics offers:

  • e.l.f. Cosmetics Promo Code: You can use this code to get 10% off when you spend $35 or more on e.l.f. Cosmetics website. Just enter the code ELF10 at checkout to apply the discount. This code is valid until January 26, 2024.
  • e.l.f. Cosmetics Student Discount: You can use this discount to get 20% off your next full-price order on e.l.f. Cosmetics website. Just verify your student status with Student Beans to get your unique code. This discount is valid for students only.
  • e.l.f. Cosmetics Beauty Squad: You can join this loyalty program to earn points, free gifts, free shipping, and exclusive offers on e.l.f. Cosmetics website. Just sign up for free and start earning points for every purchase, review, or referral. You can also level up to different tiers to unlock more benefits. This program is valid for anyone who loves e.l.f. Cosmetics.


If you have any questions about e.l.f. Cosmetics, you can check out their FAQs page on their website. Here are some of the most frequently asked questions and answers:

  • Do you test on animals? No, we do not test on animals or endorse such practices. Our products do not contain animal derived ingredients. Beeswax has been replaced by synthetic beeswax and lanolin has been replaced by Bis-Diglyceryl.
  • Are your products vegan? Yes, our products are 100% vegan and cruelty-free. We do not use any animal-derived ingredients or by-products in our products. We are also certified by PETA as a cruelty-free brand.
  • Where can I buy your products? You can buy our products on our website, or at various retail stores and online platforms, such as Target, Walmart, Ulta, Amazon, and more. You can use our store locator on our website to find the nearest store that carries our products.
  • How can I contact you? You can contact us by phone, email, or chat on our website. Our customer service team is available Monday to Friday, from 9 a.m. to 5 p.m. PST. You can also follow us on social media, such as Instagram, Facebook, Twitter, and YouTube, to stay updated on our latest news and promotions.


We hope this blog post has given you a comprehensive overview of e.l.f. Cosmetics, one of the most affordable and quality beauty brands in the market. Whether you are looking for makeup, skincare, tools, or collections, e.l.f. Cosmetics has something for everyone. You can also enjoy discounts, free gifts, and rewards by using coupon codes and joining their loyalty program. If you have any questions or feedback, feel free to contact them or leave a comment below. Thank you for reading and happy shopping!

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