8 Facts Even the Biggest E.l.f. Fans Don't Know
If you've never tried an E.l.f. product, then you probably know it as the brand that's sold at super cheap prices. (We're talking $3 for blush and $6 for foundation.) Don't let the price point fool you, though: the colour payoff and long-lasting nature of the makeup products are comparable to department store brands—it's almost like you're stealing them, shelling out only a few bucks for a product you could have easily gotten from David Jones. The brand has also ventured into skincare and boasts a huge collection of cleansers, moisturisers, sheet masks, and balms. It's your one-stop source for your entire beauty regimen (save for hair—the brand is called Eyes Lips Face, after all) without spending an arm and a leg.
We were curious how the brand is able to produce so many great products for such little cost, so we turned to its vice president of brand, Mara McCune for the skinny on the beauty giant. We also picked up a lot of interesting intel about E.l.f. as a whole from their most popular products to the secret compartments you may not know exist. Keep scrolling to learn more!
How Did the Brand Start?
"We were founded in 2004 by father-son entrepreneurs Alan and Joey Shamah. Having spent over 30 collective years in the apparel business, they noted the changes being driven by the advent of fast fashion players. They believed that a similar opportunity existed in cosmetics, where the traditional beauty model of high prices, long product cycles and traditional advertising was out of touch with changing consumer behavior.
"Bypassing traditional channels, they connected directly with consumers and launched elfcosmetics.com, where the first products sold for one dollar each. E.l.f. brought a degree of sophistication that was not present at these price points, and the industry took note—we won our first Allure Best of Beauty award in 2008 for our Shimmering Facial Whip, building credibility behind our promise of affordable, luxurious beauty.
"From those early days onward, we sought to delight our consumers with luxurious beauty at an extraordinary value."
How many products does E.l.f. launch annually?
"In 2016, we launched over 90 new products. That’s more than one a week!"
How is it that E.l.f. is able to sell products at such a low price point?
"Our low price points are supported by our ability to source low-cost, high-quality cosmetics quickly. We have a full team of E.l.f. professionals involved in sourcing and research and development as well as longtime relationships with strategic vendors that pair a strong quality orientation with the ability to execute rapidly."
What is the product development process like?
Everything is designed in the USA and manufactured overseas. To come up with new ideas, we have an incredible team that can quickly identify trends in the market and put a fun twist on items. We then develop a concept and can bring a product to market in as fast as 20 weeks. Also, we leverage our online reviews, consumer feedback in-store, and social media to come up with new ideas. Our consumer is an integral part of our innovation process."
The hidden compartment in the lipstick is so cool—are there any other little-known aspects of products we don't know about?
What's the Brand's Hero Product?
"We don’t have hero products. We like to think of E.l.f. as a hero brand with strong performing items across all the segments we play in. We do have some cult favourites like our Mineral Infused Face Primer and our Cream Contour Palette as well as more recent hits like our Beautifully Precise Multi Blender Massager."
The brand is doing a lot more skincare lately, how has the consumer been responding?
"We believe that great makeup starts with great skin, and strive to provide amazing products that not only give customers glowing looking skin but also put the 'skintertainment' into the daily skincare regimen. Our consumers love that they can get great K-beauty inspired products like our Hydrating Bubble Mask to use at home, to snap an Instagram pic to share with friends or feature in a YouTube review with their community. Our products are luxurious and accessible which really responds to consumers who want to have a little spa-like experience at home without breaking the bank."
What's next for the brand?
"We believe that women shouldn’t have to choose between quality and price, so we take great pride in making prestige-inspired cosmetics accessible to all women. We share in their joy of makeup and strive to deliver them the beauty experience they desire. This has and always will be our mission and it’s what drives what we do day in and day out. We’ve got a lot of fun and exciting things in the pipeline, so you’ll just have to wait and see! Check us out on elfcosmetics.com.au or our Instagram for sneak peeks and new products."