The mirror is honest. Fake makeup is not. One bad foundation can turn grey by noon. One copied lipstick can dry your lips, ...

Forbes contributors publish independent expert analyses and insights. Pam Danziger reports on retail, focused on the luxury consumer market. E.l.f. Beauty acquired Hailey Bieber's Rhode skincare brand ...

Upgrade your routine with TikTok made me buy it beauty favorites, including viral skincare products and affordable makeup trends under $20.

Long days, loud music, and nonstop dancing call for makeup that stays on from sunrise to encore. We’ve got L’Oreal, E.L.F., and all the essentials. A spritz of Sun Bum Original SPF 45 Sunscreen Face ...

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e.l.f. Beauty is still a low-cost leader even after making an important increase to its prices. The stock is down more than 60% from its all-time high, providing a compelling entry point. Smart ...

A California federal judge shaved an investor lawsuit against cosmetics company e.l.f. Beauty Wednesday, keeping intact a claim over the CEO’s remarks about business being strong in an appearance on ...

E.l.f. Beauty reported a major earnings beat Wednesday and raised its fiscal full-year guidance. Its recent acquisition of Hailey Bieber's skin-care company, Rhode, contributed $128 million to the ...

McCarthy tells PEOPLE that she sees the new ad spot as a "love letter" to the Latinx community Hedy Phillips is the Senior News Editor, Style at PEOPLE. She has been working at PEOPLE since 2022. Her ...

H&M and e.l.f. Cosmetics, a brand from e.l.f. Beauty announced a collaboration on an unexpected new eau de parfum collection that marks a series of beauty firsts for both brands. Three of e.l.f.’s ...