Those inflated costs were elf-ing up business. Cosmetics and skincare company e.l.f. Beauty is finally giving beauty buffs a break, reversing its tariff-fueled price increases to quell the “suffering” of cash-strapped customers amid the gas crisis. “We’ve seen units drop off a bit more in the last few months as consumers have particularly been suffering with higher … Read more
A well-known beauty brand is under fire for its inclusion of a controversial comedian in its latest campaign. E.L.F. Cosmetics released a new ad on August 11 that featured drag queen Heidi N Closet as “e.l.f.ino” and comedian Matt Rife as “schmarnes”. The legal-themed advertisement builds on a Superbowl 2024 campaign, and sees Heidi N … Read more
On Wednesdays, we wear e.l.f. makeup. The new “Mean Girls” musical movie has come under fire on TikTok for its high amount of product placement — especially featuring e.l.f. cosmetics. Viewers have taken to the social media platform to fume over the seemingly two-hour advertisement for the brand. “POV: The whole ‘Mean Gils’ movie,” one … Read more