Love High-Quality Makeup But on a Budget? Enter E.L.F.
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True story: I'm one of those people who find makeup intimidating. I get overwhelmed with the many product options and the order in which I'm supposed to apply them. On the few occasions when I do it well, I take a ton of selfies and pat myself in the back for trying.
I've been experimenting with different looks recently, and since the outcomes often surprise me, I use the more affordable products I own. If you can relate and you're up for the challenge, consider E.L.F. Cosmetics as your starting point. The brand launched in 2004 after founders Joey Shamah and Scott Vincent Borba noticed that even women with expensive tastes went to dollar stores for affordable cosmetics.
Today, E.L.F. is widely available in stores including Walgreens, Target, and on its website, and the line has expanded to a wide range of products between $1-$10. The high-quality assortment includes products you'll reach for over and over again. Read on for the standouts of the affordable brand and decide which ones you'll try first.
— Additional reporting by Sarah Siegel