Latest news with #e.l.f
Time Magazine
5 days ago
- Business
- Time Magazine
TIME100 Most Influential Companies 2025: e.l.f. Beauty
If you've spent any time watching "Get Ready With Me" videos on social media, you've likely seen someone gleefully testing out a new product from e.l.f. Beauty. The 21-year-old company today includes flagship brand e.l.f. Cosmetics, e.l.f. SKIN, Alicia Keys' Keys Soulcare, Well People, and Naturium—brands sold in stores like Ulta Beauty, Target, Walmart and drugstore chains, and known for offering a wide variety of on-trend makeup and skincare products at an affordable price point. The company thrives on its ability to rapidly respond to customer demands, and many of e.l.f.'s products are touted by consumers as "dupes" for popular items from luxury brands. Chairman and CEO Tarang Amin shares a story about moving up a planned 18-month timeline for the company's bronzing drops to six months after community members on TikTok live asked him to make a more affordable alternative to Drunk Elephant's buzzy serum ASAP. (Drunk Elephant's product: $39. E.l.f.'s: $12.) Competitors often do not appreciate this approach: a 2023 California lawsuit filed by Benefit Cosmetics claimed that e.l.f. infringed on the trademark of a specific Benefit mascara; a judge sided with e.l.f. last December. 'We're not a dupe brand, because we always put our e.l.f. twist on something,' Amin says. His guiding principle: 'Let's do it better, and let's make it way more affordable.' E.L.F. made global news when it announced on May 28 that it will acquire Hailey Bieber's skincare and makeup brand Rhode for up to $1 billion—a jaw-dropping number in an industry that's deeply impacted by Trump's tariffs. The deal, which is set to close in 2026, is structured as $600 million in cash and $200 million in E.L.F. stock, with a potential $200 million additional earnout depending on performance over three years. It's strategically designed to give Bieber—like all E.L.F. employees, who receive equity from their date of hire—ownership over the company's success. 'I'm very open with that,' Amin says. 'I want to create wealth for our employees who are driving our results.'
Buzz Feed
6 days ago
- Entertainment
- Buzz Feed
E.L.F. Power Grip Primer And Setting Spray Review
If your social media algorithms are anything like mine, you've probably seen a ton of videos about the e.l.f. Power Grip Primer. It's a sticky face primer that "grips" onto your makeup, making it last all day. Best of all, it's only $10, and apparently, is a dupe of Milk makeup's HydroGrip Primer. As demonstrated in this clip by @pamperplace, the product has such a sticky texture that putting a layer on your face will make anything stick to it like glue. As someone who has oily skin, I am always on the lookout for products that make my makeup last all day. Once I saw the video about the Power Grip Primer–and shortly after discovered the $10 setting spray version–I knew I had to put the two products to the test. After experimenting with the Power Grip Primer and Power Grip Dewy Setting Spray for the last few weeks, here are my honest thoughts: For starters, the Power Grip Primer is "a gel-based, hydrating face primer that smooths skin while gripping your makeup," according to e.l.f's website. It's great for oily, dry, and combination skin, and also helps you attain "long-lasting makeup." The primer is a gooey, sticky consistency. I usually dispense three pumps on my hand and use my fingers to apply the product onto my face. The primer goes on clear and blends right into my skin. To the touch, my face is sticky but it also feels lightweight. My face always looks super shiny and glossy after I put it on, but I've learned to trust the process. After applying the primer on my face, I wait two to three minutes for the product to sink into my skin. Waiting is the key here–I've found this makes your makeup glide on smoothly while still gripping to your face. Not waiting until the product has settled has left me with makeup that feels too slippery and slides right off. Putting foundation over this primer is always a breeze. I use a brush to apply my liquid foundation, and it feels like I'm painting over a smooth canvas. The primer gives my foundation a dewy finish and definitely highlights my oiliness, but I've combatted this with setting powder (which I'll get to later on in this post.) It's important to note that both the Power Grip Primer and Dewy Setting Spray are made with water-based formulas, so your foundation should also be water-based. In my experience, mixing silicone-based foundations with these products results in patchy foundation. After applying my foundation, I spray my skin with a generous amount of the Power Grip Dewy Setting Spray. Its a "bi-phase makeup setting spray with shockingly fine mist that grips makeup for long-lasting wear with a hydrated, dewy finish." Just like its primer counterpart, it works for oily, dry, and combination skin. It can also be used to prep the skin before makeup application. Before spraying, I shake the bottle to activate the bi-phase formula. Then, I spray a generous amount all over my face. Looking back at this clip of when I applied it, I'm honestly shocked because it didn't feel any product spraying on my face. That's how fine and lightweight the setting spray is–I barely noticed there was anything coming out of the bottle. After setting my foundation with the setting spray, I wait about a minute or two for the products to settle into my skin. Then, I apply cream bronzer, blush, and eye shadow. The end result is always a seamlessly blended, dewy makeup look. To set my makeup, I applied a very light layer of loose setting powder over my T-zone to prevent my face from becoming too oily. *11 hours later* It's easy to think a primer or setting spray is great upon initial application, but the real test of its powers is how your makeup looks after a long day. I snapped this photo after a full day of running errands around New York City, and I honestly think my makeup looks pretty good. At the end of the day, my foundation wasn't flaking or pilling, and the coverage was definitely still there. Other than my blush fading a little, my makeup was fully in tact and stayed on my face all day. They weren't lying when they say it's a gripping only real complaint I had was *shocker* my face was oily, but that's consistent with every makeup product I use. I can confidently say the PowerGrip Primer and Setting Spray did keep my makeup on all day. It also definitely delivered on giving my face a dewy finish. If you are a fan of the "dewy skin" look, this primer and setting spray does just that. However, these two products take some trial and error–you'll have to experiment to see what works best for you in terms of application and technique. But for $10 a pop, I would recommend. Once you get your routine down, the price makes these two items so worth the money! What primer and setting spray do you use? Let me know in the comments!
Yahoo
09-06-2025
- Entertainment
- Yahoo
'Babygirl 'Actor Harris Dickinson Gets Glazed Donut Skin in Hailey Bieber's New rhode Campaign
Hailey Bieber stars in a new Rhode campaign alongside Babygirl star Harris Dickinson The new ad debuts the brand's new Glazing Mist, which officially hits the market on June 24, with Dickinson as its first male model Rhode's new ad is the first to be released after the brand was acquired by e.l.f. Beauty under a $1 billion dollar dealBaby girls will want a spritz of this. On June 9, Hailey Bieber's beauty company, rhode, debuted a new campaign starring none other than Babygirl star Harris Dickinson. As the brand's first male model, the actor — who was also recently cast in the upcoming The Beatles biopic — touts the new hydrating Glazing Mist, which will be available on June 24. In an interview with WWD, Bieber, 28, said she knew Dickinson would be a great fit for her brand after she watched him opposite Nicole Kidman. 'I watched [Babygirl] and I thought it was so great. I knew for this campaign that I really, really wanted to use a male face. I'm just really a fan of his work and I just felt like there could be really good synergy between him and Rhode," said the mom of one. Bieber's vision for a "beautiful, natural and organic" campaign manifested in a series of black and white images with Dickinson, 28, covered in droplets of Glazing Mist (for Bieber's signature glazed donut look, of course). 'I didn't want anything to feel too on the nose with Babygirl. I never want to make anything feel gimmicky and the undertone of it all is there. I wanted it to feel chic and sporty,' she explained, which is why, despite rhode's reputation for milky formulas, there's not a glass of milk in sight (if you've watched that one Babygirl scene, you know what we're talking about). Further in her interview, Bieber clarified that introducing Dickinson as a brand face doesn't mean a men's skincare category is in the works, but rather it points to an expansion of rhode's community. 'Women have gravitated towards [rhode] mostly, but my husband [Justin Bieber] has used Rhode since its inception and I really wanted all of the packaging to feel as unisex as possible," she said. 'I really, really want Rhode to just feel like a world that's open to anybody who gravitates towards it and just wants great skin care with great packaging, storytelling and imagery. That's why I like bringing a male face into it because I want everybody to see themselves in the brand and in the imagery at different points," she added. Never miss a story — sign up for to stay up-to-date on the best of what PEOPLE has to offer, from celebrity news to compelling human interest stories. On May 28, it was announced that rhode was acquired by e.l.f. Beauty under a $1 billion dollar deal, only three years after Bieber debuted the company with four products in June 2022. Per a press release, Bieber will continue her role as founder and additionally serve as rhode's chief creative officer and head of innovation, overseeing creative, product innovation and marketing. She will also act as a strategic advisor to the combined companies. is now available in the Apple App Store! Download it now for the most binge-worthy celeb content, exclusive video clips, astrology updates and more! Following the lucrative business move, a source told PEOPLE that Bieber didn't even have to look for a buyer to take her company to the next step. "This deal came to her," the source shared. "She's incredibly excited about this new step. She's proud of how far rhode has come, and she truly believes that teaming up with e.l.f will help take the brand to the next level. The resources and support they're bringing to the table are everything she's been hoping for." They continued: "To be acquired and recognized by such a powerful global company feels like such an honor to her. She can't wait to take rhode global. She also received a generous cash payout as part of the deal." Read the original article on People
Business Wire
09-06-2025
- Entertainment
- Business Wire
e.l.f. SKIN Roasts the Sun in New Comedy Special
OAKLAND, Calif.--(BUSINESS WIRE)--e.l.f. SKIN, a brand from e.l.f. Beauty (NYSE:ELF), is putting SPF denial on notice with the premiere of 'Sunhinged,' a comedy roast of epic proportions—directed at none other than the Sun itself. Debuting Saturday, June 14, this hilariously hot special is hosted by comedy star Marie Faustin and features an e.l.f. Made original lineup including Andrea Jin, Jon Rudnitsky, Meghan Trainor and Heidi N' Closet. e.l.f. SKIN roasts the sun in 'Sunhinged,' a new comedy special debuting on June 14. Hosted by Marie Faustin and featuring Meghan Trainor, Heidi N' Closet, and more —this SPF PSA by e.l.f. Made is bringing heat with humor. Share Roasting the Sun, you ask? This is a hot issue! Gen-Z is doing everything right in their skincare routines—layering serums, binging tutorials and embracing anti-aging—but somehow, they still skip their protection from the ultraviolet light that can cause skin cancer, burn and ... premature aging! Despite overall skincare awareness, 64% of Gen Zers often forget to apply sunscreen, and only 34% believe that skin cancer prevention is the primary reason to use it. In addition, 50% of Gen Z experience severe sunburn in the summer months.* An e.l.f. Made original production, 'Sunhinged' shines a comedic spotlight on this skincare contradiction with the unignorable absurdity it deserves. It's part of an awareness campaign for e.l.f. SKIN's Suntouchable collection, designed to make daily sun protection feel effortless, and yes—laugh-out-loud funny. 'At e.l.f., we believe in meeting our community where they are—and, in this case - that's somewhere between a 10-step skincare routine and forgetting sunscreen altogether. I'm often asked my No. 1 beauty tip, and it's always SPF,' said Kory Marchisotto, Chief Marketing Officer at e.l.f. Beauty. '`Sunhinged' lets us spark an important skincare conversation through the universal power of comedy. 91% of people globally prefer brands to be funny and 90% of people are more likely to remember ads that are funny. e.l.f. is lovingly known to cut through the BS and connect with our community through humor. There's probably nothing more Gen-Z than self-care infused with self-aware humor.' 'Never before has there been a stand up special exclusively about SPF. Hard to believe right?!? Are you excited?! Well, you should be. Are you confused?! That would also make sense,' said comedian and 'Sunhinged' talent, Jon Rudintsky. 'Either way you gotta check out the special!' In addition to the insights around SPF usage, 75% of Gen Zers say they want brands to 'make them laugh.'** With a priority of surprising and delighting the brand's community. e.l.f. often uses humor to connect and make a meaningful impact. Suntouchable, e.l.f. SKIN's line of skin-loving SPFs, delivers serious protection with a playful twist. The collection includes lightweight, multi-benefit formulas packed with cruelty-free, e.l.f. clean ingredients—no white cast, no greasy feel, just protection that feels as good as it looks. As part of a continued partnership of kindred spirits, e.l.f. and Tribeca Festival have together again to debut entertainment content. The 'Sunhinged' trailer made its Tribeca Festival premiere on June 6 as part of 450 total screenings through June 15. The full premiere of e.l.f. SKIN's 'Sunhinged' will be Saturday, June 14 at 6 pm ET/3 pm PT on YouTube. Wear sunscreen, laugh responsibly and never underestimate the shade. Check out the official trailer here. 'Sunhinged' tapped production partner Above Average, Emmy-winning New York based comedy production company founded by Lorne Michaels' Broadway Video. * American Academy of Dermatology Association, Survey, 2025 ** Morning Consult, Gen Z & Brand Behavior, 2023 About e.l.f. SKIN: e.l.f. Beauty (NYSE: ELF) is fueled by a belief that anything is possible. We are a different kind of company that disrupts norms, shapes culture and connects communities through positivity, inclusivity and accessibility. e.l.f. SKIN champions clean and kind skin care by making innovative, efficacious formulas at accessible prices with universal appeal. e.l.f. SKIN is e.l.f. clean and vegan, all double-certified by Leaping Bunny and PETA as cruelty free. We are proud to have products made in Fair Trade Certified™ facilities. Learn more at
Refinery29
06-06-2025
- Entertainment
- Refinery29
We Tried $264 Of e.l.f. Cosmetics Products & Here Are Our Honest Thoughts
e.l.f. Cosmetics has come a long way as a brand. As a pioneer in affordable beauty, it has always been a trusted training ground for people who wanted to experiment with makeup without breaking the bank. Many of us still remember the days of blush sticks and eye shadow palettes you could grab for under five dollars. Somewhere along the way, the brand has evolved from our go-to for cheap makeup in a pinch to a well-respected source for products that offer impressive quality for the price tag. Just look up e.l.f. on TikTok and you will be inundated with effusive praise for the brand's 'dupes', which provide staggeringly similar versions of mega-popular makeup products for a fraction of the cost. Some recent viral bangers include the Halo Glow Liquid Filter (the more affordable twin to Charlotte Tilbury's Hollywood Flawless Filter) and the Glow Reviver Lip Oil, which gives Dior's $65 version a run for its money at a mere $18. Ahead, our editors have tested the brand's buzziest recent makeup and skincare drops, along with longtime favourites, to see which of them are deserving of a spot in your beauty bag. At Refinery29, we're here to help you navigate this overwhelming world of stuff. All of our market picks are independently selected and curated by the editorial team. If you buy something we link to on our site, Refinery29 may earn commission.
