After testing out beauty products for about eight years now as part of my profession, there's one brand that I'm constantly wowed by because they keep their costs at an all time low, yet make great cosmetics. Can you guess which brand I'm talking about? e.l.f. They start at just $1, (seriously, what can we buy for a buck these days), I had to find how they've stayed so true their concept for so long. Here, I talked to their Creative Director, Achelle, to get the 411.
What are some of e.l.f's hero products and why?
Some of our fan favorites would be the following however:
Essential Waterproof Eyeliner Pen, $2, this long wearing eyeliner is easy to apply and creates bold lines to accentuate the eyes
Studio Contouring Blush & Bronzing Powder, $3, the perfect duo to create beautiful contouring for a year round glow
11 Pc Studio Brush Collection, $30, This is an extreme value set and the perfect assortment of quality high performing brushes.
How is it that e.l.f is so affordable, yet of high quality?
We pride ourselves on luxury products at an affordable price. We work diligently to keep costs down, which allows us to invest more in our packaging and formulas.
When was e.l.f. founded and how have things changed since?
e.l.f. was founded in 2004 and has been on a strong and steady growth process ever since. We started as an e-commerce site and now have grown to partner with retailers like Target, Walgreens, and Wal-Mart, not to mention we launched our flagship store here in NYC which we are very excited about.
What is the price range today?
Our individual products range from $1, $2 in the Essential Line, $3 and $6 in the Studio line, and $3, $5, $8 in the Mineral Line
Congratulations on opening a flagship in NYC! What's next for e.l.f?
Thank you!! We are thrilled about the success of our store. We have some of the best customers and we very excited about giving them a new way to explore the brand. We in fact have plans to expand here in New York with a second e.l.f. studio store and potentially roll out to additional locations due to the multitude of requests we have received from our customers who are asking for e.l.f. Studio stores in their city.
