Mineral Concealer SPF 15
The Mineral Concealer SPF 15 has a formula that's identical to e.l.f.'s Mineral Foundation SPF 15. Its loose powder texture is messy to apply as concealer (dusting it all over as a powder foundation is easier) and it suffers from almost the same shade issues as the Foundation: the Fair, Dark, and Deep shades aren't recommended. Warm and Light fare best, but that certainly limits this product's appeal. If you decide to try this, it has a smooth, soft texture that provides moderate coverage and leaves a shiny finish. This is dry enough to emphasize lines around the eyes. The average rating is due to this product's difficulty of use and overall performance as a concealer. The Mineral Foundation functions better for its intended purpose.
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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