Is Elf a good makeup brand?

Overall, e.l.f. is a dependable brand for good-quality makeup, which is surprising considering how inexpensive their products are.

Why is e.l.f Cosmetics closing down?

A digitally native brand is exiting brick-and-mortar. E.L.F. Beauty on Tuesday said it would close all 22 of its stores as it looks to focus on expanding its brand in national retailer and digital channels.

Is Elf makeup going out of business?

It’s with heavy hearts that we announce that E.L.F. has announced the closure of all of its brick-and-mortar stores. The makeup and skin-care favorite will close all 22 of its stores — in-store sales accounted for only 5% of the brand’s sales in 2018.

Is Elf makeup made in China?

Our products are manufactured overseas, mainly in China. We have strict quality control procedures to ensure that our products are free from lead and hazardous materials. Please note that we do not sell our products directly in China, due to our cruelty free policy.

Who is elf owned by?

TPG Growth II Management, LLC
The company is majority owned by TPG Growth II Management, LLC, which acquired the company in January 2014. TPG elf Holdings, L.P. owned 56.8% of shares prior to the offering.

What does ELF Cosmetics stand for?

Eyes, Lips, Face
The Oakland-based company (whose name stands for Eyes, Lips, Face, in case you were wondering) was founded in 2004 by two beauty obsessives who wanted to create affordable makeup after they noticed that there were often expensive cars parked outside of 99-cent makeup stores.

Is Elf makeup all natural?

Additionally, e.l.f. only formulates its cosmetics and skin care products with non-toxic ingredients that are safe, vegan and cruelty-free.

Why is e.l.f. Cosmetics so popular?

e.l.f. Studio was the more expensive makeup line created for professional makeup artists (MUAs) and consumers. Though the Studio products did cost more money, they allowed the brand to cater to a more demanding clientele.

Is Elf makeup chemical free?

All e.l.f. products are formulated without parabens, phthalates, formaldehyde, nonylphenol ethoxylates, triclosan, triclocarban, toluene, coal tar, lead, mercury, acrylamide and hydroquinone.

Does Elf use child labor?

We are opposed to human trafficking, forced labor, child labor, harassment and abuse, and other violations of human rights at any level, and we are committed to ensuring that the manufacturers and suppliers we work with meet our standards.