Just when you thought Target couldn't get any more awesome, I recently discovered the E.L.F. Cosmetics line there, a makeup line that aims to bring quality beauty products to the masses at an astoundingly affordable cost. An independently owned and operated line around since 2004, it features products a wide variety of pocket-friendly, hypoallergenic cosmetics . Click for more information about E.L.F. Cosmetics here. Best of all, however, is the price! While browsing the aisles of Target on one of many occasions, I came across the products and immediately the prices caught my eye: $3 for blushes and bronzers? $5 for an entire eyeshadow kit? $1 for eyeliner and lip gloss? I thought it was too good to be true, that products that cheap would turn out to be, well, cheap, but I figured it wouldn’t hurt to try it, so I decided to sample some products to see if the value met with the quality.
The first product I tried was the Powder Brush, priced at $1. I wear powder daily, and so the right brush with which to apply it is essential. Brushes need to distribute powder evenly, must run easily over the face, and must feel soft against the face but also have strong enough fibers not to shed. I was pleasantly surprised with the brush; the bristles were soft, it distributed powder smoothly over my face, and did not shed, even after washing it, although it takes a day or so for the bristles of the brush to completely dry.
Lip Gloss is another essential. Whether on the run or heading out, the right shade of gloss can add that final touch to any girl’s look; I always carry some in my bag! E.L.F.’s Super Glossy Lip Shine with SPF 15 also costs $1, and comes in a variety of shades. I tried “Watermelon”, a sweet, medium pink shade. The gloss delivered a demure, flush of pink shade, and was more of a stain than a gloss, with the consistency being slightly thicker. The amount of color was just right, not overbearing, although those looking for a glossier finish should swipe a clear, more fluid-like gloss over the shade.
Liquid eyeliner is a must for me; a lightly lined upper lid is a signature look of mine, and so stumbling upon E.L.F.’s liquid eyeliner for only $1 was definitely tempting. I’ve been faithful to Maybelline’s Ultra Liner in Black for years, so I had my reservations but gave it a try. The liner comes in a paint-brush-and-pot type set-up, with a small felt brush with which to dip into the liner. The liner glided on easily, although the formula is not as thick as Maybelline’s, and so two applications of liner across the eyelid was required to avoid a streaky effect or too light of a line. The liner can hold it’s own with longevity however; it lasted an entire day and even through a workout. Definitely a keeper should I not be able to find Maybelline’s Ultra Liner.
For $5, you can buy E.L.F.’s “Beauty Eye Manual: Smoky Eye Edition”, a collection of shadows ranging from light bases to deeper contouring shades in a small “book”. Twelve different shades are included, as well as a step-by-step guide with pictures and labeling on how to create a smoky eye. The instructions were a bit vague as far as what to apply, as the labeling on the
pictures uses letters, and the shadows are numbered. However, the pictures do help as you can see which shade was applied where on the lid and brow bone. The kit also comes with a double-tipped application sponge and a pencil eyeliner in black. Although I did create a beautiful mix of navy and lighter blues with a charcoal shade, beginners may find the instructions a bit difficult to follow and may not get the look desired unless you experiment a bit with blending the shades.
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E.L.F. has definitely made beauty just a bit more affordable by offering an impressive array of cosmetics at a pocket-friendly price. While not quite to the caliber of its more expensive competitors like Nars, M.A.C., and Lancome, it can definitely hold it’s own against some drugstore brands like CoverGirl and Wet N’ Wild. And hey, beauty at a better price? I’m all for it!
*Be sure to check out Skinny Jeans Mom's new beauty and fashion column "Mom Time", in every edition of IE Family magazine and at iefamily.com*
