We’ve all been there — stuck in a foundation rut. Your makeup bag is a graveyard of half-used bottles you’ve frantically mixed together, praying for the perfect shade match. Trying a new foundation?

If you purchase an independently reviewed product or service through a link on our website, SheKnows may receive an affiliate commission. You read that right, elf makeup just made a toy for your dogs, ...

Budget beauty brand ELF Beauty said demand for the beauty industry was weaker in January because of uncertainty over the banning of TikTok. The company's latest quarter, which ended on December 31, ...

(Reuters) -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 ...

e.l.f. Beauty (ELF) reported another strong quarter that exceeded Wall Street's expectations. The company grew net sales by 49% in the fiscal third quarter, marking its 16th straight quarter of net ...

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I’m putting ELF’s viral makeup products to the test, trying combinations I’ve seen everywhere online. Starting with the new Power Grip primer and Halo Glow, I walk you through my full ...

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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 collection ...

FINDING the perfect foundation can be a feat for those looking for a flawless finish. One makeup product has beauty shoppers in love with the look, saying it doesn't settle into fine lines like many ...

If you purchase an independently reviewed product or service through a link on our website, SheKnows may receive an affiliate commission. The e.l.f. Soft Glam Satin Foundation offers a balance between ...