I'm long e.l.f.; its repeatable growth model, cultural relevance, and disciplined execution make it a compelling, albeit ...

E.l.f. Cosmetics is making the magic of color analysis accessible with the launch of their new tool: color e.l.f.nalysis.

Beauty gains momentum with the Rhode deal, tariff strategies, and renewed confidence driving long-term growth. Find out why ...

The best new products of the month include e.l.f. Cosmetics' free color-analysis tool, OLLY's first foray into bodycare and a ...

There has never been a better time to shop for a skin tint. A slew of new options have hit the shelves recently, each ...

Venus Wong, Senior Writer e.l.f. Products she tried: Camo Liquid Blush, $18 Power Grip Dewy Setting Spray, $24 Holy Hydration! Gel-Yeah Moisturiser, $28 Pout Clout Lip Plumping Pen, $18 2 of 18 ...

Hailey Bieber teased the launch of a new "lemontini" peptide lip tint with a photoshoot that included a gold belly chain. The ...

The US cosmetics brand’s ability to adapt to customer demands quickly was cited as one of the main reasons for its inclusion ...

The “color e.l.f.nalysis” tool offers makeup shade recommendations that harmonize users’ unique features, as well as a matching curated Pinterest board with shoppable products tailored to an ...

Whether you want a summery shimmer or a popped look for a night out, having the right highlighter adds to your vanity and the makeup look.

Drugstore vs. high-end makeup is a decades-long debate topic in the beauty community. If you were present during the OG ...