Drugstore vs. high-end makeup is a decades-long debate topic in the beauty community. If you were present during the OG ...

e.l.f. cosmetics launched a new tool called color e.l.f.nalysis that matches each user with a color palette that caters to ...

One shopper writer swears by e.l.f. Cosmetics’ new cooling primer stick that blurs pores and hydrates underneath your makeup. The primer from a Jennifer Coolidge-used brand provides a glass-like ...

We tested dozens of e.l.f. cosmetics to narrow down the best ones below, with help from celebrity makeup artist Allie Renee and Kelli Anne Sewell, a celebrity makeup artist and founder of Makeup ...

e.l.f. Cosmetics launches new “The Many-Trick Pony” campaign highlighting e.l.f.'s holy grail, Halo Glow Liquid Filter. Featuring the voice of Rebecca Black, the spot showcases how this multi ...

Beauty gains momentum with the Rhode deal, tariff strategies, and renewed confidence driving long-term growth. Find out why ...

Cosmetics partnered with Aloft to deliver a care package in the middle of the ocean to Oliver Widger, who has gone viral for his journey across the Pacific Ocean. The brand has also teamed up with ...

Drugstore makeup brand e.l.f. Cosmetics is known for creating affordable, high-performance products that rival the big beauty names. The new Glow Reviver Melting Lip Balm for $9 is now available ...

Whether you're road-trippin' with the girls this summer or have a flight booked to an international locale, this sunscreen ...

E.l.f., which stands for “eyes, lips and face,” started in 2004 as an affordable makeup brand whose products initially were sold only online.

e.l.f. Cosmetics will sponsor Katherine Legge in multiple NASCAR Cup and Xfinity series races for the 2025 season, including Mexico City.