Entries in America (61)
Fashion Monitor reports that E.L.F. cosmetics (around the US since 2005-ish) will launch in the UK on 27 November. Now, I'm no product junkie (ok, I am), but as an American beauty junkie who jumps between the US and the UK, I find it strange that the acronym E.L.F. hasn't crossed my path in the beauty realm. And that the only listing I can find for the company's founder is a rather strange Wikipedia listing about the founder of Jewish non-profit agency Ozar Hatorah... in 1945. Okay, so maybe it's not the same guy and with further research I was able to unearth the American E.L.F. site and have a proper peruse.
It looks like it's Wet 'n' Wild for a new generation of teeny boppers (in fact, even their sites look similar). Everything sells for a $1 in the states and £1.50 in the UK (three times the US price but, fair enough. They'd make a loss if they charged 50p). But, honestly, how good are products that are worth that little? How can they afford good ingredients? Where are they manufactured?
I don't mind putting say, olive oil on my face (that's cheap-ish) but cosmetics that cost less than a bus ride make me want to know more. And no matter how hard I searched the site, I couldn't find an ingredient list, something ALL PEOPLE should look at when buying anything. We all use things that are maybe less-than good for us on a daily basis (and truly clean living is only a possibility for, say, folks who live deep in Apalachia or those with bottomless bank accounts. Strange, isn't it?) but it seems to be a truism that most things budget in this life seem to have an inproportionately large (and negative) impact on the earth, which is yet another thing to consider when dropping a quid on a lipstick (or on a flight for that matter).
The only really information available on the US site is their product database (with just a vague description of the product), blog and a bit on their charity work. We like that they're cruelty-free, a point about which many of the big cosmetic companies out there fairly dubious. The blog feels a bit sparse but good on them that they keep it and have correct information (i.e. lead in lipsticks), including the timestrip for makeup, which I love and will tell my UK folk about shortly.
Bottom line? There is a place for cheap cosmetics in this world, but at what real price?
Now, we didn't get the chance to try Lisa's skincare yet but the concept seems good enough (if, maybe, a bit wasteful). Mixed reviews have come back after the first handful of months but we're sure she'll keep on just fine. In the meantime her perfume has been rolled out for the holidays. Again, like her skincare, and portable and 'pre-edited' so you don't have to carry around a 12oz. pump bottle or spritzer bottle, so, naturally, her 24-hour skincare seems to be the star of the show. We admit, that we do think it's a leeeetle bit gimmicky but if it works, it works. Gimmicks or not.
It's available at Harvey Nichols this November.