E.l.f. Launches Affordable Skincare Collection
E.l.f Skincare Full Regimen Set, now available online.
Drugstore cosmetics brand E.l.f. is expanding its affordable range of beauty offerings with the addition of four new skincare products. The brand, which is known for it’s price-conscious line (a lipstick will set you back $3 and mascara tops out at $5), has introduced a debut collection that consists of moisturizer, eye cream, serum, night cream, exfoliating scrub, cleanser, primer, BB cream, face mist, and cleansing cloths.
The products are all free of parabens, sulfates, and phthalates and utilize nourishing ingredients like aloe, jojoba, cucumber, and vitamin E. The brand recommends the products for all skin types and is aiming to provide nourishing skin care without breaking the bank. The most expensive product in the line, the Nourishing Night Cream, is priced at $12.
“Consumers are really looking for value these days,” industry consultant Allan Mottus told Women’s Wear Daily. “Companies like E.l.f. are the only ones showing sales gains in mass. Skin care makes sense as the next step.” The skincare category is flooded with options, many of them too pricey for most women to afford, so it’s nice to have a new affordable line from a reliable mass brand.
E.l.f. skincare products are all available online starting now, and will be available at retailers like Target, Walgreens, and CVS come summer.
