own yourbeauty.
Collage of different men and women showing eyes, lips and face

e.l.f. is for everyeye, lip and face

Your originality is our inspiration.From full-on maximalists to fresh-facedminimalists, we have a product foreveryone—and every look in between.

game-changersfor every day

This is instant access to the best of beauty—all the thrills with no velvet ropes.

Makeup drops fill
“e.l.f. has changedthe game witha new[camo]concealer. it candeliver both adewy and softmatte finish whichbasicallymakes ita unicorn.”


Woman with red lipstick holding silver hoop earrings

e.l.f. respect

Look good and feel good—all ourformulas are 100% vegan, no animal testingand made without the nasty bad-for-youstuff. Totally guilt-free.

PETA: Vegan and cruelty free bunny

100% vegan and cruelty-free,worldwide.

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free from phthalates, parabens,nonylphenol ethoxylates,triclosan, triclocarban,and hydroquinone. All skincareis also free from sulfates.

be extra withoutpaying extra

We make quality products at get-real prices.Because we know beauty.

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we take a small, indie
to working,
learning, and testing. fast.

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we have big relationships
with some of the best
manufacturers in the world.

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we listen to you, your
feedback and reviews guide
everything we do.



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you get the best of the
without killing
your wallet.

holy grails.holy s—t.

Flawless finish putty primer. Can't-live-withoutconcealer. With these game-changers,the glow up is oh-so-real.

Elf poreless putty primer. Black and pink make up palette

welcome to thebeauty-verse

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