Elf Cosmetics: beautiful, budget-friendly, vegan
e.l.f is an American cosmetics brand from California. Founded in 2004, it is known, among other things, for being super budget-friendly. Almost every beauty item here can be picked up for $5, $8, or $10. What costs up to a thousand rubles in Russia can be purchased from Elf Cosmetics for just a few hundred. And the quality is amazing.
16.05.2025
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A Brief History of the Brand
The store sells only products of its own production. All of them are without products of animal origin, without animal suffering. 100% vegan. The brand is PETA-approved. No harmful chemicals are used either. Elf cosmetics contain no phthalates, parabens, nonylphenol, triclosan, triclocarban, or hydroquinone. All skincare products are also sulfate-free. This is safe products. Elf Cosmetics items can even be purchased for little fashionistas, for their first acquaintance with self-care.
Company products are sold in 18 countries. Including the USA, Canada, Australia, the United Kingdom, Saudi Arabia, France. But now the main place for selling Elf cosmetics is the online store. On it, ElfCosmetics.com, more than half of the brand’s total sales are accounted for. It also serves as a social network for beauties, where they can share photos and communicate with each other. At the moment, the site has more than 2 million visitors monthly.
What can you buy on Elf Cosmetics
The company started its journey with only 13 products. Now the store sells more than 300 of its own goods. Including skincare products, mineral-based cosmetics, mascara, lipstick, eyeliner, gloss, blush, brushes, sponges, applicators and various professional tools for master cosmetologists.
Moreover, all of this is at uniquely low prices, down to $1. Most of the products on the official Elf Cosmetics website cost $3. All because the company does not invest in advertising, does not arrange collabs, does not spend money on marketing tricks or particularly elite packaging. Its forte is quality cosmetics, goods of decent quality, and it pays no attention to everything else.
The brand, by the way, is popular with beauty bloggers. You can see an example of a transformation, for instance, here.
There are three main product lines of e.l.f.:
Essential – the main line, cosmetics with an average price of $3, affordable and quality goods, a wide range.
Studio – items for professionals: cosmetologists, beauty gurus. More expensive products, average price $6-$8. Mainly lipsticks, scrubs, super-long-lasting makeup bases.
Minerals – the most expensive line of cosmetics, only natural ingredients. For those who are allergic to everything else, as well as those who can afford not to count their money. Price $7-$12. All products with minerals, especially popular is the powder.
It is worth mentioning e.l.f. brushes separately! They are made from special antibacterial fibers (taklon) that do not cause allergies and do not accumulate bacteria. Such brushes are easy to care for and durable, and also help to use up less cosmetic products.
All of this is sold in the official store of the company. You can also buy Elf cosmetics if you wish on iHerb and on Amazon.
There is no direct shipping to Russia from the official Elf Cosmetics website. But within the USA it is free for all orders from $25. Goods arrive at our warehouse in Pennsylvania in an average of a week, in Delaware – in 8-10 days. And then you can choose the optimal option for shipping them to Russia.
