e.l.f. Cosmetics (which stands for "eyes lips face") is an international makeup brand based in New York City. Makeup products range from $2 to $50 with an average price of around $10. e.l.f. carries eyeliner, lipstick, lip gloss, blush palettes, bronzers, makeup brushes, mascara, skin-care products, and more.
Joseph Shamah and Scott Vincent Borba founded e.l.f. in 2004. Products are now sold in 17 countries.
For e.l.f. cosmetics reviews from verified customers, scroll to the bottom of this page.

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The Good

  • Large Selection of Makeup Products
  • Affordable Prices
  • 100% Vegan and Cruelty-Free
  • Free Shipping on Orders Over $25
  • Beauty Squad Rewards Program

Large Selection of Makeup Products

e.l.f. offers a large selection of products including mineral infused face primer, eyelash kits, blush and bronzer, skincare, and lip products to choose from. A mobile app is available in the Apple Store and Google Play Store. It gives customers the ability to quickly lookup their favorite products with ease.

Affordable Prices

e.l.f. has some of the lowest prices among professional makeup stores. Many products start as low as $3.00 including false eyelash kits, eyeliner, concealer, eye shadow, primer, and mascara. Customers can find everything they will need for their makeup routine.

100% Vegan and Cruelty-Free

As a huge bonus, e.l.f. makeup is 100 percent vegan and cruelty-free promise. This means that all ingredients are completely vegan with no animal testing.

Free Shipping On Orders $25

Customers can get free shipping on all orders over $25.00. For all orders that are less than $25.00 or don't have a promotional code, the standard shipping rate is $4.95. e.l.f. also offers a 15 percent student discount when you sign up for its e.l.f. Cosmetics Beauty Squad rewards program and verify your student status through StudentBeans. Each student will receive a promo code that can be used at any time for up to a year.

Beauty Squad Rewards Program

With every purchase made through elfcosmetics.com customers can receive points that are redeemable for free gifts and exclusive perks. The program is free to join with three levels that you can advance to with every purchase. Each tier has its own set of rewards based on the number of points you accumulated.

The Bad

  • No Returns
  • Reward Points Expire

No Returns

While e.l.f. will replace any item that may have been damaged during the shipping process, returns or exchanges are not available due to the low-cost nature of the products. e.l.f. is the only makeup store we reviewed that doesn't allow returns. Customers who are unsure whether they will like the products may prefer to opt for shopping with a makeup store that offer returns, like Sally Beauty Supply or Ulta.

Reward Points Expire

It is fairly easy to accumulate points within the Beauty Squad Rewards Program, but your points do come with some exceptions. If you have not been active on your account for 12 months, meaning you have not made a purchase or used your points towards a free gift within a year, your points will expire. This also means that if you have advanced to a higher tier of reward points you will also be dropped back down to the first tier.

The Bottom Line

With such a vast collection of makeup products at such a low price, this is a low-risk cosmetic company to shop with. Between the rewards program and low prices, this is definitely a makeup store you should consider. It is unfortunate that products are non-refundable and if this is a concern for you, we recommend looking into some of the other makeup stores we have listed on our site.

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User Reviews

Star Rating

4.6
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26 Reviews

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Lkirton

September 16th, 2020 Park City, UT DETAILS arrow_drop_down
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e.l.f. has the greatest products! Cheap prices, but not cheap quality! I have bought brushes from them that have lasted just as long as my more pricey brushes.

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Kate Lillywhite

September 15th, 2020 American Fork, UT DETAILS arrow_drop_down
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Quality products at affordable prices! Such amazing pieces to bring out your inner beauty. There are lots of fun ways to change up your look without breaking the bank!

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Jessica Archuleta

September 15th, 2020 Riverton, UT DETAILS arrow_drop_down
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I love e.l.f makeup! They have the best prices. My favorite product is the black eyeliner! I use it everyday!

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Patrick Curry

September 14th, 2020 Salt Lake City, UT

Love their makeup and their prices. Always pleased with their products and never fails to please. I have used other makeup and they always seem to not last or don't look and good but these are always the best

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Tiauna Anderson

September 10th, 2020 Salt Lake City, UT DETAILS arrow_drop_down
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e.l.f. is my favorite makeup brand to use. It's affordable and still is great quality. I have been using their eyeliner and shadow for years and recently added more makeup brushes to my makeup catalog. They have been great!

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Brittany Wilkinson

September 10th, 2020 Herriman, UT DETAILS arrow_drop_down
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I have tried a few e.l.f. products such as the eye shadow and mascara. The price range was very affordable and I liked the color choices. Recently I purchased a set of brushes and I have really liked those too. Good value and price.

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Ashley Ulibarri

September 10th, 2020 Sandy, UT DETAILS arrow_drop_down
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Elf cosmetics like seriously! Is there better makeup at this price point? I think not. I know when I buy Elf that I’m getting something I’m going to love. It’s definitely a brand I trust.

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Shante Reeder

September 3rd, 2020 Herriman, UT DETAILS arrow_drop_down
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This is a great make up line that is much less expensive than a lot of other brands. They have a descent variety of colors, and I love their lipsticks!

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Kenzie Comstock

September 3rd, 2020 Woods Cross, UT DETAILS arrow_drop_down
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Don't let the low price of e.l.f. products fool you. They have some amazing products that I love! My new favorite is their Holy Hydration Face Cream. I have combination skin and this has worked perfect! I also like the smell of it! I've also used their eyeshadows and eyeliner and really like those as well!

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Molly Keogh

February 19th, 2020 Ogden, UT DETAILS arrow_drop_down
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elf is a great makeup. It is so nice to be able to purchase such a large pallet of color to try and play with. These have allowed me to be more bold in my makeup.

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Angelina Hamilton

February 6th, 2020 Gulfport, MS DETAILS arrow_drop_down
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For as cheap as this make up is I have no complaints. It is definitely worth every penny!

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Tori smith

February 2nd, 2020 Mesa, AZ DETAILS arrow_drop_down
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elf provides great products that work very well with different skin types. 5 star

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Darbles32

February 2nd, 2020 Managua, MN DETAILS arrow_drop_down
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While I am not a makeup artist or expert and really enjoy the fair prices of Elf and have had no problems with their makeup

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ChanceyParker

January 19th, 2020 Jackson, MS DETAILS arrow_drop_down
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It’s great for what you pay. But the prices are cheap and so are some of the products. Best product is the make up tools/brushes.

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Dorrie2001

January 16th, 2020 Mobile, AL DETAILS arrow_drop_down
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Very good makeup for a good price. Always can count of elf. Never had any issues. Reliable brand for a very good price

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Alyssa Boren

October 8th, 2019 American Fork, UT DETAILS arrow_drop_down
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I LOVE ELF! It's cheap and affordable, but it's still amazing quality, almost over half of my make up products are from elf. They have so many make up products that work really well and last a long time.

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Nicole LeBaron

May 31st, 2019 Provo, UT DETAILS arrow_drop_down
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e.l.f is hit or miss for me. I have found products that I really love, and then some of their products you can tell that they are really cheap. You just have to figure out what products work best for you.

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Mia Hernandez

December 14th, 2018 Tempe, AZ DETAILS arrow_drop_down
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Elf is a great brand of make up its inexpensive light weight and great quality i love how smooth and concealing there primer is they are just as good as the higher end make up brands at honestly half the price

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Tiffany

December 13th, 2018 Tempe, AZ DETAILS arrow_drop_down
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Great Brushes affordable make up and great coverage. Lasts all day and allows me to save money as well.

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Dee Farquharson

December 8th, 2018 Washington, DC DETAILS arrow_drop_down
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I love how inexpensive elf products are. They also offer a lot of bundles and sales. I don't buy a lot of foundation and such from them. Bt their brushes, eyeliners and lippies are usually what I can depend on them.

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Sara Jane

July 18th, 2018 Crestwood, KY DETAILS arrow_drop_down
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The first time I purchased from E.L.F. was at a going out of business sale. I was surprised to see they came through that and the company survived and you can now get the products at Target. Or perhaps it was just a gimmick. Regardless, it worked. I tried it, and the products are great. I am a big fan of the lip gloss especially. And you can not beat those prices!

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H Moore

June 10th, 2018 Lehi, UT

e.l.f. is a fun makeup product line. They have eye shadow kits and lip gloss kits that make great stocking stuffers at Christmas time.

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Sadie Scoville

June 10th, 2018 Pleasant Grove, UT DETAILS arrow_drop_down
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I really like their lipstick and how it stays on for a long time. It never gets stuck in my hair when my hair touches it.

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L. Fowler

May 31st, 2018 Pleasant Grove, UT DETAILS arrow_drop_down
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Love that these products are affordable and can be purchased by just about anyone. They offer a wide range of products.

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Madi Thompson

April 15th, 2018 Ogden, UT

e.l.f is a great brand for those who are on a cheaper budget or just starting out using makeup. I LOVE their blending brush for applying foundation.

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Lindsey

December 9th, 2017 American Fork, UT DETAILS arrow_drop_down
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I think e.l.f. products look really nice on the outside, but aren't good quality when you actually start using them. They have good starter makeup when you're younger, but I don't use them now.

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