e.l.f.

June 5, 2013

The E.L.F. Studio Flagship Store Opens in NYC


	
			[A close up of an e.l.f. eye shadow palette; most palettes include 80-144 shades for under $20!]

			
			[e.l.f. store display featuring products with beauty and makeup facts and tips.]

			
			[It's a party in here at the e.l.f. flagship store opening party!]

			
			[Love working with a pot of shadow? Try the e.l.f. Studio Cream Eyeshadow. $3]

			
			[large, crayon-like lip glosses are all the rage; pick up your favorite shade for $2]

			
			[e.l.f. has tons of palettes to choose from that can be for one category (eyes) or across the board for your face]

			
			[Instead of using a tissue from getting shadow pigment or mascara on your face, use this shadow shield, and apply glittery, loose makeup with this gel-tipped brush; $3 each]

			
			[It's extremely important (and easy) to give your makeup brushes a good clean; e.l.f. Studio Brush Shampoo is $3]

			
			[A wall of e.l.f.'s nail polishes in the hottest colors of the season; just $2 each!]

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When makeup costs as much as candy…one can’t help but snap it up as if it were a delectable tasty morsel! For cost-conscious, beauty product-loving women, e.l.f. (which stands for eyes, lips, face) is the perfect combination to get the products you desire without breaking the bank. Products can be as low as $1, and span every category from lipstick, mascara and eye shadow to makeup brushes, remover, and nail polish.

Since it’s inception almost 10 years ago, the brand has been available online and recently in select retailers, but for the first time, 60% of the line can be tested and purchased all in one location, that also offers free makeup lessons and makeovers by professional artists and the option to order and pick-up your favorite products. Shop 600 affordable items here that span their lines of essentials ($1-$2), studio (($3-$6), and mineral ($3-$8).

At the store opening celebration, I picked up a few amazing items courtesy of e.l.f. which include some of their best sellers, and my top picks, such as the Studio Collection Lip Exfoliator ($3), Mineral Infused Face Primer, 11-Piece Brush Collection ($45), and the Mascara & Shadow Shield ($3). What beauty item is running low in your makeup bag? Chances are, e.l.f. has it, at a price that will certainly make your day! See the slideshow above for my favorite, and images from the launch party.

The E.L.F. Studio Store is located at 741 Broadway in New York City’s Greenwich Village, open every day from 10am-830pm.

December 7, 2012

The Best of Eye Primers

by fashion pulse contributor

[Image by Julia DiNardo; backstage at the Betsey Johnson Spring 2013 show]

Of course you have your eyeliner, eyeshadow, and mascara, application routine down pat but what about adding an eye primer into the mix? Like any kind of primer, eyelid-specific primer is used as a base layer for your eyeshadow to make sure it stays put and looks fresh all day long. Similar to concealer most brands offer a selection of hues that you can select for the eyelid primer based on a match for your skin type, while others have an all-encompassing shade that works well on a variety of skin types and shades.. The real difficulty comes down to finding one that works for you, at a price point you’re willing to do. Dont worry, we are here to help! Selected below are top picks that will give you the ultimate bang for your buck.

e.l.f. (eyeslipsface) is a good, inexpensive option that you will love to keep in your beauty armada. The e.l.f. Essential Eyelid Primer costs just $1, and comes in four shade options; several of them have some shimmer to them, hence clear is our absolute, versatile, favorite. The e.l.f. Mineral Eyeshadow Primer, $3, is 100% mineral based with no parabens, preservatives, or chemical dyes, available in two shades (sheer or blush), and is an important tool to keep mineral eyeshadow, which is known to quickly fade, in place all day long.

NARS Cosmetics is a favorite over here at FPD, so the brand’s Smudge Proof Eyeshadow Base is constantly in-hand! It has a slightly thicker, but still lightweight, translucent consistency that is perfect of keeping eyeshadow from creaseing and smudging. Plus, the product uses polymer and mineral power to cling to color and reduce blemishes. At $24 it is a bit more of an investment, but trust us; it’s worth it for a long-lasting look.

bareMinerals Prime Time Eyelid Primer, $18, not only helps preserve your eye makeup, but also gives your eyes a little highlighting action. You can choose between a gold or pearl sheen to revamp your color, whether you choose to wear it with or without eyeshadow. The product is, of course, made with 100% bare minerals and vitamins, so it is great for sensitive skin too.

LORAC Behind The Scenes Eye Primer, $21, takes a slightly different approach; first, it is packaged in a slanted tube rather than a footed wand, so you apply it directly to the lid for a clean and controlled application. It is also made without oils, fragrances, dyes, and parabens, meaning it is absolutely ideal for those with skin issues.

Urban Decay’s Eyeshadow Primer Potion Tube, $20, produces a primer that comes in a variety of colors from shimmery gold and sheer nude to matte tawny. Depending on your style and outing, Urban Decay is sure to have a primer to match. The product is also meant to be multipurpose, used as a brow bone or inner eye highlighter.

–Danielle Sepanek

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May 10, 2012

3 Minutes of Beauty: New Products for Your Eyes, Lips, Face

by Julia DiNardo

We recently launched a new channel at YouTube, featuring our beauty videos and more! Please subscribe to our channel for the latest content; by subscribing, you actually get to exclusively check it out 24 hours sooner than the rest of the world!