Their answers ranged from experiences to candles to, unsurprisingly, skincare and jewelry.

Twitch has chewed up brands before, but Elf somehow made beauty feel native to the platform. While most non-gaming advertisers treat Twitch like another media buy, Elf treated it like a neighborhood ...

I’m putting ELF’s viral makeup products to the test, trying combinations I’ve seen everywhere online. Starting with the new Power Grip primer and Halo Glow, I walk you through my full ...

Move over, American Eagle: popular beauty company e.l.f. Cosmetics is the latest brand to come under fire for an ad campaign. The budget beauty brand shared the campaign on Aug. 11, starring comedian ...

PRODUCTS USED: - Mac Cosmetics Paint Pot: Soft Ochre - Elf Cosmetics Bite Size palettes - Elf Cosmetics Liquid Eyeshadow - Benefit Cosmetics Roller Lash Mascara - Morphe Brushes Vibes Pencil - ...

Model Hailey Bieber’s makeup and skincare brand, Rhode, is being snapped up by Elf Beauty for about $1 billion, giving the budget cosmetic retailer access to a celebrity-endorsed product line that has ...

Hailey Bieber’s beauty and skin-care brand Rhode has been acquired for $1 billion by Elf Beauty, pending approvals, marking one of the most high-profile beauty deals in recent years. Announced today, ...

TanChun is a traveling film director and screenwriter who believes in positive Asian representation in Hollywood. She aspires to create more stories in Western media that give Asian actors a chance to ...