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.

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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.

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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

4.4

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94 Reviews

Review Breakdown

5 grade

55%

4 grade

35%

3 grade

2 grade

1 grade

Sentiment Criteria

Value

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Quality

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Sara Jane Crestwood, KY

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!

8 years ago

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Cindy Simpson West Valley City, UT

Before I discovered e.l.f., I was paying much more than I wanted to for certain eye makeup products. I LOVE the e.l.f. Waterproof Eyeliner Pen. It stays on all day, and comes in dark brown instead of just black. I also use and love the Instant Lift Brow Pencil, the Eyebrow Wax Shaper, the Eyelid Primer, and the individual eye makeup brushes. Compared to other brands, the e.l.f. products are a great value for the price, and they last a while too!

5 years ago

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Phabie Mobile, AL

Elf is beginner-budget friendly for those of you that want to practice doing makeup. The prices are affordable and the quality is amazing. The elf primer and eyeliner are my go-to!

5 years ago

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Alyssa Boren American Fork, UT

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.

7 years ago

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Whitney Wilkins West Valley City, UT

e.l.f. has great quality of makeup for a cheap price. It's so easy to find in lots of stores and also has a wide variety of products. I use their makeup for dance competition makeup and also everyday. I love their eye shadow and liquid eyeliner.

5 years ago

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Brittany Wilkinson Herriman, UT

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.

6 years ago

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Brooklyn Bishop Smithfield, UT

E.l.f. has such a good makeup brand. It is very high quality and the pricing is very reasonable. Everything lasts me a long time and I love it! Would totally recommend.

5 years ago

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Molly Keogh Ogden, UT

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.

6 years ago

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Destini Ferguson Tallahassee, FL

E.l.f is perfect for beginners. The tools allow for easy application, and you get a cheap price without a cheap look. This makeup brand can be found almost anywhere which is perfect.

5 years ago

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CJ Milke Olney, MD

e.l.f. was the only company I trusted for my foundation when I preformed in dance competitions. Their foundation is the only full coverage foundation I have been able to find in my skin shade. Great products!

5 years ago

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Aleena Hafiz ,

I was wary of a makeup company with such low prices, but ELF is the bomb dot comb. Their skin care? Phenomenal. Their brushes? Better than Morphe. Their products? Long lasting and amazing.

5 years ago

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Mackenize Jorgensen Salt Lake City, UT

I use E.L.F makeup to do my sisters makeup. I love how easy it is to use when you are just learning. They also have a wide variety of colors and it so fun to play around and see what I can do.

5 years ago Edited September 14, 2021

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Patrick Curry 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

6 years ago

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Ashley Ulibarri Sandy, UT

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.

6 years ago

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Mia Hernandez Tempe, AZ

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

7 years ago

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Dee Farquharson Washington, DC

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.

7 years ago

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Amberlee Hildebrand Orem, UT

Excellent product at a great price. I am a particular fan of their glitter eyeshadow. It lasted a long time, went in well and did not irritate my eyes.

5 years ago

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Amanda Fairbanks Payson, UT

I love ELF makeup for myself! The cost is so great! It’s also been a great choice for my teens as they have been experiencing with makeup! I love that it is easy to find

5 years ago

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Tracy McMillan Orem, UT

I love E.L.F makeup because it is affordable and user friendly and still looks great! For someone who doesn’t wear a lot of makeup, theirs is perfect for me!

5 years ago

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Liza Wilson ,

I love e.l.f. Products because they are affordable but work great and can last a long time if you take good care of them. I mainly buy makeup brushes from them!

5 years ago

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Lkirton Park City, UT

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.

6 years ago

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Kate Lillywhite American Fork, UT

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!

6 years ago

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Dorrie2001 Mobile, AL

Very good makeup for a good price. Always can count of elf. Never had any issues. Reliable brand for a very good price

6 years ago

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Elisabeth Kinghorn Bangkok, 10

Love this brand! High quality makeup without the price! Would highly recommend for anyone looking for professional yet affordable beauty products

5 years ago

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Mary Johnson Flower Mound, TX

I love e.l.f. because they are affordable and good quality. When I need cosmetics, I always check to see if e.l.f. has what I need first.

5 years ago

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Brooke Moser Brentwood, CA

I love elf products they are inexpensive but work just as good as some of the name brands. I always go straight to the whole section at any store.

5 years ago

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Ashley Phoenix, AZ

So inexpensive but perfect for me because I hate buying expensive makeup. Fantastic for people with low budgets and low expectations!

5 years ago

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Susanna Collins Long Beach, MS

Elf has amazing makeup at the best prices. I just started using their eyeliner and it's amazing! their camo concealer is great as well!

6 years ago

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Morgan whiting Los Angeles, CA

I am a mom of three girls. I absolutely love e.l.f. Their product is awesome and affordable. I love their lip glosses most!

6 years ago

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H Moore 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.

8 years ago

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Sadie Scoville Pleasant Grove, UT

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.

8 years ago Edited September 14, 2021

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Roxana Perez ,

I love e.l.f make up! It is cruelty-free, affordable, and has very good formulas.

6 years ago

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Tori smith Mesa, AZ

elf provides great products that work very well with different skin types. 5 star

6 years ago

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hminfo Olney, MD

I like the quality of e.l.f. products. I particularly like to buy their nail polish and their foundations.

5 years ago

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Mary Alice M. Orem, UT

I purchased concealer from e.l.f and it lasted me for years. It does the job and overall is a good quality product.

5 years ago

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Ashley Blosil Kennewick, WA

I used to only use mac makeup but after having a family i need quick, easy, and affordable. This has it all for me.

5 years ago

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Mallory Evans Park City, UT

e.l.f. is a great company that provides quality products for the price you pay. It has great makeup for beginners.

6 years ago

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Makenna Romano Gulfport, MS

Their make up is so perfect and blends perfectly to what I need for my colour skin I highly recommend this product

6 years ago

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Katie Lewis Eagle Mountain, UT

I love elf make up, its Amazing. The best quality and inexpensive for my teens to use.!! Love this makeup

6 years ago Edited September 14, 2021

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Jessica Archuleta Riverton, UT

I love e.l.f makeup! They have the best prices. My favorite product is the black eyeliner! I use it everyday!

6 years ago

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Tiffany Tempe, AZ

Great Brushes affordable make up and great coverage. Lasts all day and allows me to save money as well.

7 years ago

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Carol-Lisa Hapner Bloomington, IN

My favorite. This is affordable. Clean. Trendy make up and brushes i use daily

5 years ago

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Dshatch Frankfort, IL

ELF has great quality products, they’ve improved the variety and quality over the years.

5 years ago

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Saskia Mayette Tallahassee, FL

I love Elf because it’s super affordable and easy to find at a variety of drugstores!

5 years ago

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Amber Thompson Show Low, AZ

I love this product. It’s a good price and lasts forever. I am always finding new things to try.

5 years ago

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Lex Midway, UT

Pretty good quality makeup, there staff is helpful when needed and just a good store over alll

5 years ago

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Jada Urquhart Orlando, FL

I labsolutley love e.l.f's products. They are affordable and worth their prices.

5 years ago

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Christi Gilbert Gettysburg, PA

I love the great deals on their web site and the price of all their products can’t be beat.

5 years ago

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Karridy Logan, UT

Used to be a little cheaper but the quality has also gone up a lot so that’s always nice

5 years ago

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Emily Grossman Houston, TX

Inexpensive makeup that is good for its price! You can find it at any Walmart or drug store

5 years ago