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on everyone's lips

Discover new shades and
fresh formulas for fall.

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practical magic

Be inspired by easy Halloween
beauty for every eye, lip & face.

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power tools

America's #1 brush brand
has some new additions.*

e.l.f. points = $

Now your reward points turn into $ off.
Can we hear an “e.l.f. yeah”?

Join e.l.f. beauty squad

welcome to the
beauty-verse

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Where everyone can own their beauty, without compromise.

#elfingamazing

100% vegan. cruelty-free.

#1 Brushes in America*
*Average unit sales rate and average dollar sales rate calculation based on Nielsen U.S. xAOC, Cosmetics Implements category, 52 wks ended 4/18/2020