Game Up Makeup Collection product images

NEW!

Game Up Text

Activate next-level looks with this limited-edition, 8-piece collection.

Bunny design

Beauty Squad members can rack up points with scannable QR codes & more. Play Now.

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Eyes
Lips
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GET IT WHILE YOU CAN!

Game Up

e.l.f. fans glow hard for our new complexion
booster—most shades are already gone!
Get yours while it's still in stock.

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so much newness!

Refresh your summer routine with new putty products,
bold mascara shades, and over a dozen ultra-pigmented shadows.

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welcome to the
beauty-verse

Get instant access right here and wow.
Where everyone can own their beauty, without compromise.

#elfingamazing

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Clean beauty should be readily accessible to all, that’s why our award-winning makeup and skincare continues to be available at affordable drugstore prices. Always vegan, our professional quality cosmetics are filled to the brim with cruelty-free goodness, and never tested on animals – garnering the Leaping Bunny! stamp of approval. In efforts to reduce our environmental impact, e.l.f. Cosmetics launched Project Unicorn, a commitment to stripping down cluttered packaging for more sustainable options. Since 2019, e.l.f. has eliminated over one million pounds of excess packaging waste.
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