new! CLICK TO THICK!
beauty squad early access new!

it’s giving major
pout clout.

Get a juicy wash of color and a
tingly plumping
effect with Pout
Clout Lip Plumping Pen. Only $8.

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ABOUT TO GO VIRAL

Lexi wears Light 280 N with Comin' In Hot Pink

new!

camo in its
dewy era.

Get long-lasting color and coverage
with a hydrated-as-e.l.f. finish when you
couple up new Camo Liquid Blush
and Hydrating Camo CC Cream.

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CAMO MUST-HAVES

JELLYPOP DEW PRIMER

this drop is
over-dew

You asked—a lot—and we listened!
The fan-fave, one-in-a-melon
primer is back for
for a limited time
and juicier than ever. Only $10.

WHAT'S NEW

Project Water Tower
Project Water Tower

In 2023, reports of intergenerational
cosmetic theft hit an all time high—with
the majority of these crimes occurring
within the home. This is one family's story.

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