Affordable beauty brand e.l.f. has unlocked something that’s mystified many retailers: how to win over the ever-persnickety ...

Not everyone thinks it's a bargain, but I do.

If you are wondering whether e.l.f. Beauty at around US$81.50 is still a fair deal or starting to look stretched, you are in the right place. The shares have returned 4.7% year to date, with an 11.6% ...

We may earn commission from links on this page, but we only recommend products we love. Promise. You can’t talk about drugstore beauty brands without singing the praises of NYX and e.l.f. This is an ...

Melissa McCarthy stars in a telenovela-inspired Super Bowl ad for e.l.f. Cosmetics and shares her favorite moments from the ...

A recent e.l.f. Cosmetics ad featuring Matt Rife has sparked controversy online due to the comedian’s contentious past. In the beauty brand's new commercial, Rife and drag queen Heidi N Closet star as ...