E.l.f. Cosmetics

I Finally Found a Powder Foundation That Works for Dry Skin — and It's $14

Hi, my name is Michelle, and I'm afraid of powder foundation.

I Didn't Know How to Contour Until I Used This $7 Product

As often as I do my makeup, there's one technique I haven't mastered just yet — contouring.

This $7 e.l.f. Lip Gloss Keeps My Lips Hydrated and Protected From the Sun

I Road-Tested Makeup Going 180 Miles Per Hour

When I got an email asking if I wanted to get on a plane Memorial Day Weekend and fly from Los Angeles to Indianapolis to spend time with beauty brand E.L.F., I said "yes" immediately.

How Shopping With the Apple Vision Pro Can Make Fashion More Inclusive

It's hard to express what felt more real as I shopped on the Apple Vision Pro headset for the first time — the virtual try-on that allowed me to sift through J.Crew's latest collection and dress my personal in-app mannequin, or the pain that shot through my wrist as I accidentally banged my hand on the table before me (a surface I had altogether forgotten about after entering this immersive tech space).

I Thought I Was Over Foundation Until I Tested E.L.F.'s New $8 Formula

I have a love-hate relationship with foundation.

These $12 Bronzing Drops Are a Minimal-Makeup Must Have

I'm constantly waiting for E.L.F. to debut a new launch that disrupts the industry.

Once Again, E.L.F.'s Super Bowl Commercial Is the Only One That Matters

Listen, we aren't saying that we plan to watch the Super Bowl solely for the commercials, but we aren't not saying that, either.

Every Single E.L.F. Beauty Product in the New "Mean Girls" Movie, Ranked

Can you believe it's been 20 years since Regina George first got hit by a bus?

Jennifer Coolidge, the Burgeoning Beauty Influencer, Is Back

When Jennifer Coolidge first partnered with E.L.F.

A Few Swipes of This $8 Mascara Give Me My Perfect Natural Lash Look

On those horribly humid 90-degree summer days when stepping outside makes me feel like I just walked into a particularly unpleasant sauna, I fully lean on mascara to create my beauty look.

E.l.f. Cosmetics's Halo Glow Wands Pass the Hype Check

Though I'm someone who has combination to oily skin, I am inexplicably drawn to cream and liquid makeup.