My love affair with E.L.F. started when I was a broke high school student who aspired to own a ton of makeup. At that time, E.L.F. sold all of its products for $1, and discovering the brand enabled me to make my beauty junkie dreams come true. As I've matured, so has E.L.F., and the company's products have become more sophisticated.
When I heard that makeup mecca Ulta Beauty was going to start selling one of my favorite brands, I almost left work to go straight there and shop. Women's Wear Daily reported that E.L.F. is preparing to launch at select physical Ulta Beauty stores after being sold online. The company hasn't revealed where these stores are located and if it will eventually roll out to all Ulta Beauty stores, but we have our fingers crossed.
Although the brand has become incredibly popular, E.L.F. has never strayed from an affordable price point: the brand now carries a variety of trendy products, most of which are under $10. Some of my favorite items from the line (that you should try ASAP) are the Eyebrow Kit ($3) and the Baked Highlighter ($4). If you happen to see them at your local Ulta Beauty, be sure to pick them up for some cheap makeup thrills.