On the cusp of hip Union Square-meaning very subway friendly-E.L.F. EyesLipsFace.com debuted its first store -in just about record time, we were told- in Manhattan last week...taking probably less than 3 months to get going and emerge with a clean, easy to navigate, demo friendly emporium of makeup, makeup tools, nail polishes etc.
|10 flatscreens offer product highlights and how-to's|
|BONUS-the color tone ranges of these SPF15 tinted moisturizers---most brands have only 3-5.|
|color ranges including yellow or red undertones---work for all skin tones is very impressive|
|hot item-concealer pencil-very smudge friendly|
|truly a global brand-these palettes will work for every skin tone on the planet---|
Billed as affordable luxury---we would go further and say---affordable mass market too---it makes one wonder about the pricey makeup lines...and yes even E.L.F.'s packaging is sturdy and aesthetically minimalist contemporary.
|color palettes---offer a range that rivals brands costing 10x more|
|sold individually or in a handy 11 piece brush set|
|Nail polishes---come in packages and individually ---all the trendy polishes ---plus neutrals|
|on the left-Joey Shamah-CEO-who reportedly got fed-up with the cost of his wife's makeup---and started E.L.F. with his father-as an e-commerce only company-cost conscious yet quality---that GREW!|
|have it your way-light as air powder...customize shades for one's own face-and match up undertone too|
|pencils, glosses, matte-shiny---from classic reds to pearly pinks--plus a new Lip Exfoliator from the Studio Line $3 with quenching shea butter, vitamin E and avocado, grape and jojoba oils.|
|Happy E.L.F. employees---|