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
Face
Skin Care
Brushes
Tools

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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