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5 Fashion Week Beauty Trends for Fall 2016


Another season is upon us and that means new trends! NYC Fashion Week just wrapped and featured tons of new must-try looks for fall.  


Bold, Black Eyeliner

Smoky, smudged, black rimmed, graphic – you name it, they wore it! First: Cleopatra-style black eyeliner is back! Forget about small, winged tips and go all out with dramatic, thick liner or smeared kohl. Mix matte and metallic tones to add even more drama.


Vamp Goth Lips

Models who walked for Dior, Louis Vuitton and Marc Jacobs rocked vamp goth dark lips against “no makeup makeup” faces. Colors ranged from softly stained merlot to deep blackberry.

If you’re looking to make a statement, then this is the look for you. To rock it for yourself, apply a dark stain and top with moisturizing clear lip balm or flaunt a matte lipstick.


Brushed Glitter

The models at NYFW 2016 made glitter go from fairy-like to straight up fierce.. Different designers had their models wear glitter under the eye, out to the temples, as eye shadow, and even coated on eyelids. If you want to add some glam on your night out, we recco  balancing intense undereye glitter with a soft nude lip.



Three-Step Illuminescent Glow

The legendary Pat McGrath went with a minimalistic illuminated look for the Stella McCartney models. She focused on illuminating key features for a fresh face with a dewy glow. For your version of a subtly enhanced and radiant face, apply a color correcting primer over moisturized skin, dab a highlighter onto your cheekbones, inner eye corners and cupid’s bow, and then softly blend. Voila.


Pop of Color

Fashion week surprised us with little pops of color that made a HUGE impact. This modern art look contrasts a hint of vivid pink, tangerine, turquoise or teal with a fresh face. If you like adding a unique twist to your make up, definitely don’t be afraid to experiment with electric or pastel colored lipstick or eyeliner.




Try one of these edgy looks and let us know what works the best for you by tagging us on Instagram. #playbeautifully this fall! 

GenBeauty is Coming to NYC! Are You Ready?


In just a few days, e.l.f. Cosmetics will be at Generation Beauty NYC! We’re SO excited to be part of such an epic beauty expo filled with a host of luxury hair, nail, makeup, and skincare brands.

The brainchild of ipsy and YouTube makeup queen, Michelle Phan, Gen Beauty launched in 2013 and is consistently one of the hottest events for makeup lovers, beauty bloggers.

Any beauty enthusiast over the age of 3 can attend and, believe it or not, there are still a few tickets left!


When and Where?

Generation Beauty NYC is September 17th-18th (aka THIS WEEKEND) at the Brooklyn Cruise Terminal on Pier 12. Tickets are just $179 on Eventbright!


What Brands Will Be There?

We’ll be rocking the floor along with 40+ brands! Here are a few others who will be featured at GenBeauty:

  • NYX
  • Smashbox
  • Luxie
  • Tarte
  • bareMinerals
  • Too Faced
  • Make up Forever
  • NudeStix
  • Skinfix


What To Do At GenBeauty NYC?


1. Meet Beauty Gurus

This year’s stylists include Chrisspy, Desi Perkins, Jaleesa Moses, Kathleen Lights, Promise Phan, Michelle Phan and many, many more. Attendees can see beauty gurus at scheduled Q&As, workshops, and product demos. These are all great ways to pick up the latest beauty tips and interact your favorite stylists.


2. Visit Booths

All the best brands will have booths set up for you to explore, and one of the biggest highlights for most attendees is the amount of FREE deluxe and full-sized makeup samples. Each day of the event, ticket holders receive a complimentary swag bag packed with makeup goodies. Many of the booths even have coupons redeemable for additional freebies. Each attendee is guaranteed to end up with loads of free makeup and makeup tools –some of which haven’t even officially been released yet!


3. Get A Free Beauty Makeover

Even though freebies are fun, each beauty booth has WAY more to offer. Representatives from each company will give complimentary makeovers, color matches, hairdos, and manicures! There are also extra prizes offered (think tote bags and full-sized palettes) for those who participate in Twitter and Instagram posts.


4. Make A Plan Of Attack

When you arrive, take a moment to look at the schedule before wandering around so you don’t miss out on seeing your favorite stylists at a Q&A or workshop! There is so much to see and do, and taking a hot five to ten minutes to plan your first day will help you get the most out of your #Genbeauty experience.


Tips For The Weekend

Remember to carry your smartphone with you! #GenBeauty is VERY active on social media and you may get promo alerts and contests you can enter during the event. Also, always hydrate and bring a few snacks to munch on while you’re hungrily waiting in line. And lastly, don’t hesitate to ask questions! That’s why we’ll all be there. We can’t wait to share our products and knowledge. See you at #GenBeauty NYC!



5 Tips for Sweat Proofing Your Makeup


High temps, sunny skies, and outdoor adventures all equal one thing: sweat! As blissful as the last days of summer are, they can wreak havoc on your makeup. Luckily, with these steps to beat the summer heat, it’s easy to keep your makeup from melting away!


1. Prep it!

Prevent your makeup from melting off in the summer heat with an oil-free primer. There’s a TON of great primer options out there, so definitely try out a few until you find the best fit for your skin type! To use, apply a thin layer of primer before your foundation to help it last longer. Or, skip foundation altogether and just apply a color correcting primer.


And if primer isn’t your thing, you can always opt for a light oil-free foundation or tinted moisturizer with SPF. Even if you don’t spend a lot of time in the sun, protecting your skin from damaging sun rays is crucial to maintain healthy, vibrant skin and prevent wrinkles.

2. Waterproof it!

This one’s a no-brainer. Waterproof mascara and eyeliner are obvs a must during the summer!

e.l.f. Waterproof Lengthening & Volumizing Mascara

e.l.f Waterproof Eyeliner Pen


But…. sometimes it can be difficult to find a waterproof mascara color that you love. In that case, don’t switch to a mascara that doesn’t make your heart sing. Instead, simply use a waterproof mascara top coat to keep those lashes from losing their color from the summer heat.

e.l.f. Waterproof Mascara Top Coat


3. Stain it!

Lip Stains are a super easy melt-proof makeup hack for wearing rich lip colors that last all day! To keep your lips extra hydrated when you’re rocking a stain, don’t forget to finish your look with Lip Kiss Balm. And if you prefer a more natural look, skip the lip stain and go straight for a tinted lip balm.

4. Set it!

Another crucial step for melt-proof makeup, remember to lock your eyeliner, shadow, lipstick, blush, and brow color in place with setting spray or powder. Consider powders for quick application over your foundation with a brush, and quick-dry liquid setters over eyeliner, lipstick, and brows.

e.l.f Makeup Lock & Seal

e.l.f High Definition Undereye Setting Powder

e.l.f. Lip Lock Pencil


5. Mist it!

Staying shine-free this summer is a breeze with oil blotting sheets! Instead of whipping out a powder compact to cover up glistening after a long day, just blot a sheet over your face to lift the oils away without losing any of your makeup.


Once the oil is gone, freshen up with a quick spritz of cooling mist. Cooling mists not only hydrates your face, but can help lock your makeup into place for the rest of the night.


Everybody loves the #flawless summer glow, but maintaining it without melting off your makeup requires some strategizing! Share some of your favorite e.l.f. products for the summer on Instagram! Tag us in your post and #playbeautifully this summer.




It’s Our Birthday! We’re Celebrating with National Lipstick Day!


Happy birthday to…Us! Can you believe we’re already celebrating our 12th birthday?!  We’re all about empowering makeup lovers to look and feel their best without breaking the bank, and excited to keep offering you luxurious, affordable cosmetics for years and years to come.  


So how are we gonna party this year? By celebrating National Lipstick Day 2016 with YOU! Read on for some of our top picks to rock national lipstick day to the fullest, and then check out our InstagramSnapchat and Twitter to enter giveaways for your favorite e.l.f. lippies. We hope your camera’s ready, because you’re going to want to take tons of #selfies with these products! 


1. Lip Prep ($3) 

Love how a gentle scrub can make your face smooth and glowy? Our e.l.f. Lip Exfoliator does the same thing for your lips! Although this beauty isn’t true lipstick, we’ve decided it totally counts to celebrate the holiday since it gently removes dry, chapped skin to give you #flawless au natural lips. Just massage over damp lips in a circular motion, and then wipe away the scrub with a moistened cloth. It’s a quick, easy step to add to your nighttime beauty regimen that will keep your pout soft and smooth 24/7.


2. Touch of Nude ($5) 

Want to keep things natural, but add a little more oomph than lip balm can achieve? You need a nude lippie! Our hydrating satin lipstick comes in four different nude hues to choose from, so you’re sure to find the right one to compliment your skin tone. It’s a lightweight lipstick that provides serious nourishment thanks to Vitamin E and shea butter.


3. Perfect Pink Tint ($6)

If you’re craving a bold color this holiday, you need the e.l.f. Gotta Glow Lip Tint in Perfect Pink. This lip tint reacts to your pout’s unique chemistry to deliver a personalized shade of pink. And, this gel-based formula gets major lip love bonus points since it’s infused with Shea Butter to keep your lips bright and moisturized all day long. 


4. Bold Red ($3)

Is there anything quite as iconic as a bold red lip? Red encompasses all the classic, sassy, and sexy feels that scream #fierce, and  the hyper-pigmented e.l.f Matte Lip Color in Bold Red doesn’t disappoint . Instead of a traditional lipstick, this lippie is actually a jumbo sized lip pencil with a sharpener, which ensures you get perfectly clean application lines.  It’s even enriched with Vitamin A, C, and E for smoothing hydration.


After over a decade of bringing you top notch beauty products at stunningly low prices, we’ve obviously got lots celebrate, and hope you get in on the fun, too! Beyond entering the giveaway we chatted about above, don’t forget to show us your favorite e.l.f. lip looks on Instagram by tagging us @elfcosmetics and using #nationallipstickday and #playbeautifully. And why stop at lipstick? Keep the party going with our best sellers for more fantastic finds! 



Reorganizing Your Makeup Kit for Spring – 5 Things to Ditch


With the long holiday season behind us and warmer weather on its way in, spring is in the air. Houses aren’t the only thing that could benefit from a spring cleaning! Our makeup bags often get ignored in the mix. It’s time to put away your winter makeup and stay on trend with a refreshed, upbeat look!

Here are 5 products in your makeup bag you should ditch and what to switch them for:


1.Ditch it: Heavy foundation


The sun is going to be out for a lot longer than the last few months, so heavy makeup just isn’t going to do you or your skin any favors. Give your skin some room to breathe and put aside that full face makeup base.


Switch it: BB cream

Don’t worry! You can still have a flawless complexion. Just replace the foundation with a lightweight BB cream or tinted moisturizer. It’s a lot easier to apply and will give you a smooth, fresh face that your makeup can comfortably sit on.


2.Ditch it: Deep red lipstick

In fact, any dark toned lipstick should be put away until winter comes around again. The arrival of spring means bright new flowers and beautiful new colors – so let your makeup kit reflect the season!


Switch it: Tinted lip balm

Now that you’ve said goodbye to your beloved wine lipstick, say hello to cheerful coral, peach and rosy tinted lip balms. Lip balms are lighter, easier to reapply and they keep your lips soft and hydrated. No one’s saying you can't wear that go-to bright red lip, but give the colors of spring a chance to shine!


3.Ditch it: Powder blush

Just like foundation, powder blushes are prone to caking, slipping, and sliding making your face look like a damaged exhibit at Madame Tussauds. With the heat of summer approaching, it’s best to stay away from powdery products.


Switch it: Cream blush

As it always is with makeup, there’s another option! Cream blushes apply smoothly, giving you a natural flush instead of noticeably fake pink cheeks. You can even blend them onto your eyelids or lips to brighten all your makeup looks.

Stick to rosy or coral hues that complement your lip balm.


4.Ditch it: Black eyeliner

Yes, we love our classic cat eyes and crisp liquid liners. But the beauty of spring trends is that you can experiment with more color, without looking like a clown. Take the advantage and ditch your black eyeliner for something a little more fun.


Switch it: Bright eyeshadow

Plum, turquoise, or green can make for an appealing pop of color when you’re going for a light, natural look. Pencil eyeliners are softer and easier to smudge than liquid liner, but if you want a really customizable look, use that rainbow eyeshadow palette you haven’t touched in weeks. Line your eyes with any bright eyeshadow shade and your eyes will become the focus of your look.


5.Ditch it: Matifying powder

In the warmer weather, your skin is likely to become more oily and constantly dashing off to the ladies’ room to counter the makeup damaging effects of sweat is not an appealing scenario. So ditch that powder compact!


Switch it: Setting spray

In the world of makeup, few products are better than a refreshing mist of setting spray. Invest in one and you’ll enjoy makeup that stays put for real. It’s a simple solution that doesn’t add more products on your face, plus it’ll give your look a gorgeous, dewy finish!


Now your makeup kit is ready for spring! Don’t be afraid to experiment with lighter and brighter colors, after all, this is the perfect time of year to do just that. 

Start This Skincare Regimen for Healthy-Looking Skin


Check out this skin care regimen for glowing, healthy-looking skin!


1. Cleansing extraction

If you haven’t paid much attention to your skin in a while, a good cleansing session is a must. This is where you get rid of blackheads, whiteheads, and underlying bacteria to prepare your skin for better days. Face masks are a great way to clean up your pores and they also keep your skin hydrated.

- Our popular Hydrating Bubble Mask is a paraben free product that works on all types of skin.

- Wipe skin with a hot towel to open up your pores.

Apply the gel or mask in a thin layer and wait for the formula to cleanse your pores.

- Then wash clean with cold water to close pores.


2. Moisturize

A youthful looking complexion doesn’t happen overnight. So while skincare is a process, moisturizing should be a constant. It infuses the skin with needed vitamins, keeping your skin hydrated and moisturized. Our Soothing Serum is Grape oil infused moisturizer, suited for oily or dry skin.

- After showering, apply moisturizer daily over clean skin to restore the body’s natural oils.

- If your skin is naturally oily use moisturizers where the first ingredient listed is ‘Aqua.’ This means that it is water based, not cream based.

For normal skin that is not too oily or too dry, water based moisturizers lock in just enough moisture without being too heavy.

For acne prone skin use anti-bacterial lotion that will help to prevent breakouts.

Dry skin needs a daily dose of essential oils. Look for shea butter, cocoa butter, jojoba, argan oil, and coconut oil in the list of ingredients. 

Make sure you apply a hydrating primer or moisturizer before any makeup.


3. Nightly cleanse

Skincare hacks and topical applications are a great way to help prevent the effects of aging skin. But, it’s also important to wash away the day’s dirt, sweat, and makeup. Use a cleanser or a mild scrub every night before bed. Vitamin infused cleansers (C, A, B, E or K) and exfoliants are even better, giving your skin the nutrition it needs.

And don’t limit the cleanser to just nightly use! When you wake up, wash away sweat, dead skin cells, and topical creams applied the previous night.


4. Night cream

For extra hydration a night cream like our Nourishing Night Cream can help. Creams with hydrating oils, aloe, vitamins, fruit extracts, and antioxidants will work to moisturize, repair, nourish and strengthen your skin during the night without interference from sweat or dirt.

Use a night cream after your nightly face cleanse. Pat it on under the eyes, on cheeks, nose, forehead, mouth, and neck and enjoy fresher, tighter skin in the morning. 

6 Valentine’s Day Makeup Tips For the Perfect Look


Valentine’s Day is here again and we have the 6 easy makeup tips that will help you perfect your look for your perfect date. 


Love is in the air again as Valentine’s Day is right around the corner! It’s time to celebrate love and we have some great makeup ideas for your Valentine’s Day look. Whether you're going out with a group of friends, your partner, or a hot new date, it’s important to feel comfortable while still highlighting your best facial features.

You pick out the outfit; we’ve got the makeup tips for your sweet, romantic, and flawless look.


1. Start with a Primer

You don’t want your eye makeup running down or smudging while you’re on your date so start by washing your face with a gentle face wash and then apply a face primer over the face and neck to soften the skin and fill in the pores. This will help keep your makeup looking fresh and will last throughout your special day and night.


2. Brighten Your Face With a Natural Look

For a natural look keep your fresh looking fresh and flawless with light face makeup. Conceal any imperfections, blemishes and under eye circles to brighten your face. Our BB cream is a great dual concealer + foundation that’s totally lightweight and will give you just the right amount of coverage.


Apply the BB cream onto the forehead, cheeks, nose, and chin using a sponge or our foundation brush. Apply using soft, dabbing motions to get the airbrush look.


Further perfect your look with a light layer of concealer by applying to the key areas using our Perfect Blend:

  • Under the eyes
  • The corners of your nose
  • The corners of your lips

Blend it gently with our concealer brush for a clean and precise look. 


3. Romantic Eye Makeup

Eye makeup is important on Valentine’s Day as you stare into each other’s eyes while out on your date. Choose a palette with varied colors that have a range of textures. Go for your favorite color or one that matches your outfit. Choose from our rose gold eyeshadow palette and/or our top rated day to night palette set.


Use eyelid primer to keep your eye makeup lasting throughout the night and then apply your favorite eyeshadow color. Our all about eyes palette set provides you with all the tools you need to create the perfect luxurious eye look.


If you prefer the glam and shimmer look, then dust your eyelids with our shimmer palette or our prism eyeshadow.  


Now that you have your eyeshadow on, it’s time to play around with your eyeliner to match your mood and outfit. We suggest a classic winged look with brown or black liquid eyeliner. Not too thick, but enough to enhance the definition of your eyes. If you’re going on an adventure for Valentine’s Day and you want to try something bold, then choose one of our brighter, plum, or turquoise liners that complement your eyeshadow. 


Define and lengthen your lashes with our lash love set and finally perfect your romantic eye makeup.


4. Blush On Your Date

Blush is a key component on Valentine’s Day. Highlight your cheekbones and add accents and contours by using our contouring blush and bronzing powder. Some people like a bold blush look while others like to keep their cheekbones soft with a dust color. Choose the type of blush and color which best matches your eye makeup. For the shimmery eye look, use a softer toned blush so that both your cheekbones and your eyes complement each other. If you prefer the natural look, choose a lighter colored blush palette which easily blends with your skin tone. Finally, if you like the smoky and bold eye look, choose a bold pink, red or peach colored blush palette.


5. Perfect your pout

Extra kissable lips are a must today! Change your lip makeup from a day to night look with our new day to night lipstick duo. Similar to the blush, choose a lipstick, lipstain or a lipgloss based on your eye and blush look. 


6. Final Finishing Touches

Now that you have your perfect look in place, spray a few sprits of the matte magic mist & set to keep your makeup in place and to control shine and oil.   


As easy as that, you’re ready for your Valentine’s Day look. Follow these 6 easy makeup tips and be worry-free during your date. Have fun!

e.l.f. how-to: backyard bbq!


It's almost the long weekend! Whether you've got beaches, barbecues, or booming fireworks planned for 4th of July Weekend, we have the perfect warm weather-friendly look. Our gorgeous model, Remie, was thrilled to show off this Backyard BBQ tutorial:

1.) We applied our Jumbo Eyeshadow Stick in Little Miss Thing to Remie's lids. The creamy formula is super long-lasting for being outside all day, and it's a great brightening neutral.

2) After lining, we applied several coats of our 3-in-1 Mascara to lift, lengthen, and define Remie's lashes.

3.) To keep those flirty lashes in place through any sweat and humidity, we then applied a coat of Waterproof Mascara Topcoat to Remie's lashes while the 3-in-1 Mascara was still tacky.

4.) Using our Blush Brush, we dusted our Mineral Blush in Sweet Retreat on the apples of Remie's cheeks.

5.) For a beautiful summer highlight, Remie blended our Radiance Enhancer in Sunrise directly on her cheekbones using the brush applicator.

6.) For a red pout that's perfect for Independence Day, Remie finished her look with our EX-Tra Lip Gloss in Michael. Love that shade!

how-to: brush-free beauty!


All hands on deck! We all love our makeup brushes, especially us here at e.l.f.! But sometimes, if we're feeling pressed for time and in a rush, adding brushes into the makeup equation just adds precious time to our morning routine! We challenged our friend Alexis to put on a full face of makeup without using any brushes. The results? A quick, gorgeous look that's perfect for early mornings and travel. Here's how she did it:

1.) Apply your desired shade in our Moisturizing Foundation Stick directly to the face, and blend with clean fingers (Alexis uses the shade Natural). We love our Foundation Sticks, because they're portable, easy to use, and great for full or light coverage!

2.) Next, Alexis applied the newest shade of our Smudge Pots, Wine Not (A beautiful burgundy!) all over her eyelid using her ring finger. The ring finger applies the least amount of pressure to the eye, and should always be used to prevent any broken vessels or accidental puffiness!

3.) For a little lift, Alexis then blended Pearls of Wisdom, another Smudge Pot shade, on her browbone (Again using her ring finger!)

4.) On to the rest of the face! Alexis used her pointer and middle fingers to gently blend the blush from our Contouring Blush & Bronzing Cream on the apples of her cheeks.

5.) Using the same fingers, Alexis then blended the bronzer from the same palette in the hollows of her cheeks, and along her hairline and jawline for a gentle contour.

6.) Don't you love when a beauty product turns out to be a multitasker? Alexis loves using the blush from the same Contouring Blush & Bronzing Cream palette she used on her face for a lip color! Quick and gorgeous, just the way we like it!

how-to:bridal beauty!


We love hearing from elfettes who used their favorite e.l.f. makeup for their wedding! With wedding season upon us, we were inspired to create a beautiful bridal look featuring all-e.l.f. favorites. Every bride deserves to look and feel her best, and what better than e.l.f. to let a bride play beautifully? After all, it's her best day ever! Our model Erica was thrilled to play the bride for this look. Here's how we did it:

1.) Taking our NEW Everyday Smoky Eyeshadow Palette, blend a mix of the third shade and fifth shade on the lid with Eyeshadow "C" Brush.

2.) Using the same palette, mix a blend of the seventh, eight and tenth shades, then apply to the eye using the Contour Brush.

3.) A big day calls for BIG eyes! Apply the Everyday lashes from our Studio Lash Collection using the included tweezers.

4.) For more drama, apply our Cream Eyeliner in Black using the Small Angled Brush.

5.) For a flush that won't fade through I dos, dinner, and dancing, we applied our HD Blush in Headliner (Just a bead!) with the Small Stipple Brush.

6.) For kissable lips, we used our Matte Lip Color in one of our new summer shades, Dash of Pink.

Step 7 - For a perfect finish, set all over with the new Perfect Finish HD Powder!


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