E.l.f cosmetics founded by Joseph Shamah and Scott Vincent Borba in 2004 has been favoured by cruelty-free loyalists for more than a decade now. However, the label recently launched in India. Gayatri Budhraja, Vice President of the brand says, “We are happy that the label is finally available in India as we have been asked often when we would launch here.”
The label promises 100% cruelty-free, premium quality beauty products and a few skincare options as well. They had been working with beauty retailer, Nykaa, over the last year to launch the brand in India.
Gayatri added, “We have attempted to develop fitting shades for each eye, lip and face. To be inclusive, we develop a range of shades for each skin tone family — light, medium, tan and deep. The Camo Concealer itself has 26 shades,” she says.
Some of their top-notch products include poreless putty primers. It is infused with squalane for an added dose of hydration.Their halo glow setting powder is created with finely-milled synthetic sapphire particles to give skin a soft glow and help smooth the appearance of fine lines and their liquid glitter eyeshadow with a gel-based formula is long-lasting and quick-drying.
Makeup apart, e.l.f cosmetics is also known for its skincare selection. Some of the products that can help combat winter dryness are holy hydration face cream and super hydrate moisturiser. The holy hydration face cream, the label claims, is a daily moisturiser that locks in hydration leaving skin feeling soft before you move on to makeup.