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. Beauty reported a major earnings beat Wednesday and raised its fiscal full-year guidance. Its recent acquisition of Hailey Bieber's skin-care company, Rhode, contributed $128 million to the ...

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.

The original partnership, a limited edition, black metal-inspired makeup vault called Corpse Paint, shocked the beauty and beverage industries with one of the most unexpected, buzz‑worthy, ...

E.l.f. Beauty Inc. on Wednesday opted not to offer a full-year financial forecast, saying tariffs were making the consumer landscape too difficult to measure. But on Thursday, shares of the cosmetics ...

Courtesy of John Salangsang/Shutterstock for WIF. WIF and e.l.f. Cosmetics named Claire Brooks, Justine Ellen Chen, Nova Taylor, Radha Mehta and Rayana Rasamee as the first e.l.f. Makers grant ...