e.l.f cosmetics stand for eyes, lips and face. The cosmetics company is based in New York and is an independent business with no retail association. Prices are ridiculously low when compared to other cosmetic companies. Much of the makeup is only $1 but is of the highest quality and standards so there is no doubt that the brand offers the good stuff. The line has been used in many magazine shoots and featured in many TV news reports.
The company is able to keep the prices low by using the internet as their main selling portal. There are no high priced advertising, high quality ingredients are sourced and products take priority over packaging.