Don't sleep on e.l.f.'s skincare offerings, like this fragrance-free face cream. Formulated with hyaluronic acid, squalane, and niacinamide, it's an excellent day moisturizer for the price.

You read that right, elf makeup just made a toy for your dogs, based on one of their bestsellers; and it’s only $8. The elf Pawer Grip Primer Dog Toy is a limited-edition plush dog toy based on ...

The 28-year-old model and entrepreneur began considering a sale after the brand reached a $1 billion valuation and reported ...

Customers, who have been hunting for lower-priced makeup and skincare products, have helped in boosting Elf's sales in a challenging market where major beauty brands like Estee Lauder and L'Oreal ...

Look out, blue jean beauties: Elf Cosmetics and American Eagle have released a denim-inspired makeup collection – and a TikTok partnership with Outer Banks actress Carlacia Grant. Elf’s ...

Model Hailey Bieber’s makeup and skincare brand, Rhode, is being snapped up by Elf Beauty for about $1 billion, giving the budget cosmetic retailer access to a celebrity-endorsed product line that has ...