Eye Widener is a creamy, standard pencil with a sharpener built into the cap. You’re instructed to stroke the pencil along the upper lash line and on the inside rim of the lower lash line to create the illusion of larger eyes. This is a theatrical makeup technique that tends to look obvious in person (and in daylight), not to mention the risk of putting a cosmetic product so close to the eye itself. This is an OK option as a soft white shimmer pencil for the upper lash line.
e.l.f. (it stands for which stands for Eyes, Lips, Face) was founded by Scott Vincent Borba and Joseph Shamah. The story goes that one day Borba was shopping in a dollar store and noticed women dressed in designer clothing and sporting designer handbags loading up their baskets with inexpensive nail polish, eye pencils, and lip balm. He took note of the products being sold in such stores and quickly decided he could offer products of even higher quality at the same competitive price. His idea paid off, as e.l.f. has enjoyed continued success and increased distribution online and in retail stores.
For a line offering many products for just a dollar (OK, there are plenty that cost $3 and $5, too), there are a surprising number of hits in the mix (especially the makeup brushes). True, not everything is going to be as luxurious or innovative as some higher-end brands, but overall you're likely to be impressed with what they developed for so little money, and you may just find some beauty bargains!
For more information about e.l.f., call (800) 231-4732 or visit www.eyeslipsface.com.
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