Before any makeup touches your face, artists stress the importance of prepping your skin. Concealer will grab onto lines if ...

Testing the latest e.l.f. drops—hits, misses, and surprises you didn’t expect ...

From the under-$20 retinol serum reviewers compared to an almost-$100 one(!!) to the Urban Decay eyeshadow ~swap~ with all ...

Good afternoon, everyone. It's my pleasure to welcome e.l.f. Beauty back to CAGNY. They are a category disruptor in beauty, owning the #1 brand by unit share in U.S. color cosmetics and 3 of the ...

Shares of e.l.f. Beauty rallied Thursday after the cosmetics maker boosted its full-year outlook, as shoppers continue to seek out lower-priced cosmetics and as its acquisition of Hailey Bieber’s ...

E.l.f. Beauty reported a major earnings beat Wednesday and raised its fiscal full-year guidance. Its recent acquisition of Hailey Bieber's skin-care company, Rhode, contributed $128 million to the ...

e.l.f. Cosmetics takes a bold, comedic approach in its Super Bowl LX ad “Melisa,” starring Melissa McCarthy alongside Nicholas Gonzalez and telenovela icon Itatí Cantoral. Shot in classic Latin ...

In fact, the company's products aren't just cheaper than high-end makeup alternatives; they are even a little cheaper than most mass-market makeup products. It shouldn't be too surprising to find that ...

OAKLAND, Calif.--(BUSINESS WIRE)--e.l.f. Cosmetics, a brand from e.l.f. Beauty (NYSE: ELF), and healthy beverage platform Liquid Death are back to rock the world to launch the limited-edition “e.l.f.

Courtesy of John Salangsang/Shutterstock for WIF. WIF and e.l.f. Cosmetics named Claire Brooks, Justine Ellen Chen, Nova Taylor, Radha Mehta and Rayana Rasamee as the first e.l.f. Makers grant ...

This interview is part of the Inside the Mind of the CxO series, which explores a wide range of critical decisions faced by chief executives around the world. In May 2025, two of the most talked-about ...

As your holiday calendar fills up, the quickest upgrade is a lip that’s smooth, hydrated and stays put. Cold air and indoor heat can tank color payoff fast — so prep before you paint with formulas ...