Latest news with #GlowReviverLipOil
Business Wire
6 days ago
- Entertainment
- Business Wire
e.l.f. Cosmetics Launches Legal-themed 'e.l.f.ino & schmarnes' Defending the Best of Beauty at Accessible Prices
OAKLAND, Calif.--(BUSINESS WIRE)--e.l.f. Cosmetics, a brand from e.l.f. Beauty (NYSE:ELF), has filed its latest motion in favor of beauty justice with the debut of a bold new campaign: ' & schmarnes.' This satirical legal-themed initiative makes the case that it's practically criminal to pay too much for high-quality beauty. e.l.f. Cosmetics debuts bold new campaign: ' & schmarnes" making the case that it's practically criminal to pay too much for high-quality beauty. Share Starring drag superstar Heidi N Closet as ' and comedian, actor and author Matt Rife as 'schmarnes' the fictional legal duo headlines a playful yet purposeful crusade to represent the community. Together, they rally in defense of every eye, lip and face who want the best of beauty at accessible prices to put 'cold, hard lash' in the community's pocket. This isn't e.l.f.'s first foray into legal drama. Following the success of its 'Judge Beauty' campaign, ' & schmarnes' reimagines the courtroom setting as a platform for product truth-telling and value-driven advocacy. With e.l.f.'s signature blend of humor, entertainment and value proposition, ' & schmarnes' serves up charges against crimes against lashes, lips and logic. The Charges: Inflated prices Makeup markups Undervalued smarts of the shopper The Evidence: e.l.f.'s high-performance, clean, cruelty-free, vegan products—with 75% of e.l.f. Cosmetics being $10 and under—stand as Exhibit A: Incredi-Curl Mascara ($9): Delivers bold volume, dramatic curl, and all-day wear without flaking or smudging. Halo Glow Liquid Filter ($15): A multi-use glow booster that leaves skin with a radiant, soft-focus finish. Glow Reviver Melting Lip Balm ($9): Glossy, buttery hydration in six vibrant shades and flavors. Glow Reviver Lip Oil ($9): A sheer, minty gloss that nourishes lips without the stickiness. 'For 21 years e.l.f. has been making the best of beauty accessible to every eye, lip and face. From 'Cosmetic Criminals' to 'Judge Beauty' to the law offices of ' and schmarnes', we stand with our community in favor of beauty justice,' said Kory Marchisotto, Chief Marketing Officer of e.l.f. Beauty. 'Our vigorous defense is high quality beauty without compromise – to your wallet or your values. That's the way.' 'The whole campaign cracked me up—Heidi and I had the best time creating it—and it resonates,' said Rife. 'I grew up seeing those over-the-top law firm ads, so getting to parody one while backing a brand that actually delivers? That's a case I'll always take.' Heidi N Closet, aka ' added, 'I've been a loyal for years. The products never miss—and I go through a lot of makeup. e.l.f. proves you don't need to spend a fortune to feel and look amazing. High-quality makeup that's Case closed.' Watch the full campaign video now on YouTube and other e.l.f. platforms. Has overpriced beauty hurt your wallet? Join e.l.f. in NYC at the Oculus on August 13, 2025 from 12:30–6:30 p.m. ET, where the Law Offices of ' & schmarnes' are officially open. Come defend your eyes. lips. FUNDS. and claim the benefits you're entitled to—because you (and your bank account) deserve better. Beauty complaints? Call 1-855-COLD-HARD-LASH. About e.l.f. Cosmetics: e.l.f. Beauty (NYSE: ELF) is fueled by a belief that anything is possible. We are a different kind of company that disrupts norms, shapes culture and connects communities through positivity, inclusivity and accessibility. e.l.f. Cosmetics, our global flagship brand, makes the best of beauty accessible to every eye, lip and face by bringing together the best of beauty, culture and entertainment. Our superpower is delivering universally appealing, premium quality products at accessible prices that are e.l.f. clean and vegan, all double-certified by Leaping Bunny and PETA as cruelty free. We are proud to have products made in Fair Trade Certified™ facilities. Learn more at
Refinery29
06-06-2025
- Entertainment
- Refinery29
We Tried $264 Of e.l.f. Cosmetics Products & Here Are Our Honest Thoughts
e.l.f. Cosmetics has come a long way as a brand. As a pioneer in affordable beauty, it has always been a trusted training ground for people who wanted to experiment with makeup without breaking the bank. Many of us still remember the days of blush sticks and eye shadow palettes you could grab for under five dollars. Somewhere along the way, the brand has evolved from our go-to for cheap makeup in a pinch to a well-respected source for products that offer impressive quality for the price tag. Just look up e.l.f. on TikTok and you will be inundated with effusive praise for the brand's 'dupes', which provide staggeringly similar versions of mega-popular makeup products for a fraction of the cost. Some recent viral bangers include the Halo Glow Liquid Filter (the more affordable twin to Charlotte Tilbury's Hollywood Flawless Filter) and the Glow Reviver Lip Oil, which gives Dior's $65 version a run for its money at a mere $18. Ahead, our editors have tested the brand's buzziest recent makeup and skincare drops, along with longtime favourites, to see which of them are deserving of a spot in your beauty bag. At Refinery29, we're here to help you navigate this overwhelming world of stuff. All of our market picks are independently selected and curated by the editorial team. If you buy something we link to on our site, Refinery29 may earn commission.
Fashion Network
16-05-2025
- Business
- Fashion Network
E.l.f. Beauty expands retail footprint in The Netherlands and Belgium
E.l.f. Beauty is expanding its European footprint with a major retail launch in The Netherlands and Belgium, at leading drugstore chains Kruidvat and Trekpleister. Starting May 26, E.l.f. products will be stocked in 776 Kruidvat and 183 Trekpleister stores across The Netherlands, and 271 Kruidvat stores in Belgium. Consumers can also shop online at and starting with E.l.f. Cosmetics on May 26 and E.l.f. Skin on June 2. "We are excited to collaborate with Kruidvat and Trekpleister to bring E.l.f.'s premium quality products to even more beauty and skincare enthusiasts in The Netherlands and Belgium," said Christine Cassidy, vice president and general manager, international, E.l.f. Beauty. "Since launching in each market, we've seen incredible momentum from our community, and this footprint expansion will further ensure our products are even more accessible!' Since entering The Netherlands in 2021 and Belgium in 2023, E.l.f. has gained a following across the region with products like the Halo Glow Liquid Filter, Power Grip Primer, Halo Glow Beauty Wands, and Glow Reviver Lip Oil becoming viral favourites. With this latest move, the brand continues its momentum in international markets, where net sales outside the U.S. grew by 66% year-over-year in Q3 of fiscal 2025. Today, non-U.S. sales account for 20% of E.l.f. Beauty's total revenue.
Fashion Network
15-05-2025
- Business
- Fashion Network
E.l.f. Beauty expands retail footprint in The Netherlands and Belgium
E.l.f. Beauty is expanding its European footprint with a major retail launch in The Netherlands and Belgium, at leading drugstore chains Kruidvat and Trekpleister. Starting May 26, E.l.f. products will be stocked in 776 Kruidvat and 183 Trekpleister stores across The Netherlands, and 271 Kruidvat stores in Belgium. Consumers can also shop online at and starting with E.l.f. Cosmetics on May 26 and E.l.f. Skin on June 2. "We are excited to collaborate with Kruidvat and Trekpleister to bring E.l.f.'s premium quality products to even more beauty and skincare enthusiasts in The Netherlands and Belgium," said Christine Cassidy, vice president and general manager, international, E.l.f. Beauty. "Since launching in each market, we've seen incredible momentum from our community, and this footprint expansion will further ensure our products are even more accessible!' Since entering The Netherlands in 2021 and Belgium in 2023, E.l.f. has gained a following across the region with products like the Halo Glow Liquid Filter, Power Grip Primer, Halo Glow Beauty Wands, and Glow Reviver Lip Oil becoming viral favourites. With this latest move, the brand continues its momentum in international markets, where net sales outside the U.S. grew by 66% year-over-year in Q3 of fiscal 2025. Today, non-U.S. sales account for 20% of E.l.f. Beauty's total revenue.
Business Wire
15-05-2025
- Business
- Business Wire
e.l.f. Beauty Expands Presence in The Netherlands and Belgium with Entry into KRUIDVAT and TREKPLEISTER Drugstores
AMSTERDAM--(BUSINESS WIRE)--e.l.f. Beauty, the bold disruptor with a kind heart, is further expanding e.l.f. Cosmetics and e.l.f. SKIN in The Netherlands and Belgium. Launching in KRUIDVAT and TREKPLEISTER marks another step forward in e.l.f.'s mission to make the best in beauty accessible to every eye, lip and face. e.l.f. Beauty expands presence in The Netherlands and Belgium with entry into KRUIDVAT and TREKPLEISTER. These retail launches are the latest development in the brand's international growth strategy. Share With a presence in 15 countries and global distribution via eShopWorld, e.l.f.'s success in non-U.S. markets continues, and the company sees significant white space ahead. In Q3 of fiscal year 2025, the company's non-U.S. net sales grew 66% year-over-year, with non-U.S. markets accounting for 20% of the company's total net sales. As of May 26 th 2025, e.l.f. Cosmetics and e.l.f. SKIN products will be available in 776 Kruidvat and 183 Trekpleister stores nationwide in The Netherlands and 271 Kruidvat stores in Belgium. The community can also shop e.l.f. products online on and starting with e.l.f. Cosmetics on May 26 th and e.l.f. SKIN on June 2 nd 2025. "We are excited to collaborate with KRUIDVAT and TREKPLEISTER to bring e.l.f.'s premium quality products to even more beauty and skincare enthusiasts in The Netherlands and Belgium," said Christine Cassidy, Vice President and General Manager, International, e.l.f. Beauty. "Since launching in each market, we've seen incredible momentum from our community, and this footprint expansion will further ensure our products are even more accessible!" e.l.f. Cosmetics first launched in The Netherlands in 2021 and in Belgium in 2023 and quickly became a viral favorite, winning over beauty enthusiasts with its Holy Grail products including Halo Glow Liquid Filter, Halo Glow Beauty Wands, Power Grip Primer and Glow Reviver Lip Oil. About e.l.f. Beauty e.l.f. Beauty (NYSE: ELF) is fueled by a belief that anything is possible. We are a different kind of company that disrupts norms, shapes culture and connects communities, committed to positivity, inclusivity and accessibility. Our mission is clear: to make the best of beauty accessible to every eye, lip and face. Our brands, e.l.f. Cosmetics, e.l.f. SKIN, Keys Soulcare, Well People and NATURIUM are led by purpose, driven by results and elevated by our superpowers. e.l.f. Beauty offers e.l.f. clean and vegan products, all double-certified by Leaping Bunny and PETA as cruelty free and we proudly stand as the first beauty company with Fair Trade Certified™ facilities. A kind heart is at the center of our ethos: We donate 2% of net profits to organizations that make positive impacts. Learn more at About Kruidvat and Trekpleister Kruidvat has more than 1,250 stores in The Netherlands and Belgium and is the market leader in the health and beauty market with around 25,000 employees. Kruidvat makes feeling healthy, beautiful, and good accessible to everyone. Trekpleister stands for advantage and attention. Over 2,000 friendly and skilled employees make the difference. Trekpleister offers appropriate and advantageous health & beauty solutions, with enthusiasm and consideration for our customers.
