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 ...

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

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

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 ...

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

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 ...

Fenty, Sephora, and e.l.f. Cosmetics have joined the WNBA, NWSL, Golden State Valkyries, and New York Liberty in changing the ...

Cosmetics company E.l.f acquires Hailey Bieber’s Rhode beauty brand for $1 billion The brand is popular with young consumers and other fans of Bieber’s fresh-faced, casual aesthetic ...

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.

The US cosmetics brand’s ability to adapt to customer demands quickly was cited as one of the main reasons for its inclusion ...