Before any makeup touches your face, artists stress the importance of prepping your skin. Concealer will grab onto lines if your skin is dry, and that’s especially true for the under eye area. Joseph ...

Testing the latest e.l.f. drops—hits, misses, and surprises you didn’t expect ...

From the under-$20 retinol serum reviewers compared to an almost-$100 one(!!) to the Urban Decay eyeshadow ~swap~ with all ...

Good afternoon, everyone. It's my pleasure to welcome e.l.f. Beauty back to CAGNY. They are a category disruptor in beauty, owning the #1 brand by unit share in U.S. color cosmetics and 3 of the ...

Shares of e.l.f. Beauty rallied Thursday after the cosmetics maker boosted its full-year outlook, as shoppers continue to seek out lower-priced cosmetics and as its acquisition of Hailey Bieber’s ...

e.l.f. Cosmetics takes a bold, comedic approach in its Super Bowl LX ad “Melisa,” starring Melissa McCarthy alongside Nicholas Gonzalez and telenovela icon Itatí Cantoral. Shot in classic Latin ...

In fact, the company's products aren't just cheaper than high-end makeup alternatives; they are even a little cheaper than most mass-market makeup products. It shouldn't be too surprising to find that ...

Melissa McCarthy stars in a telenovela-inspired Super Bowl ad for e.l.f. Cosmetics and shares her favorite moments from the set, her go-to products and the beauty advice she gives her daughters.

McCarthy tells PEOPLE that she sees the new ad spot as a "love letter" to the Latinx community Hedy Phillips is the Senior Style News Editor at PEOPLE. She has been working at PEOPLE since 2022. Her ...

e.l.f. is back at the Big Game highlighting e.l.f.’s Glow Reviver Lip Oil and celebrating positivity, inclusivity and accessibility Starring Academy Award®–nominated actor and producer Melissa ...

For the girls who don’t care about football, Super Bowl Sunday becomes an excuse to live-tweet the halftime show and wait for commercial breaks. This year, e.l.f. Cosmetics is covering all the bases, ...

Shares of e.l.f. Beauty went into a tailspin last year due to tariffs, but they've been off to a flying start to 2026. The company's business has remained relatively resilient, reporting 14% growth in ...