5

e.l.f. Cosmetics

Studio Mineral Infused Mascara

for $ 3.00
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Brand Overview

This mascara has a lot going for it, though it’s not minerals (for which the only minerals to speak of are the same mineral-based cosmetic pigments used in countless mascaras). The rubber bristle brush deposits mascara evenly and cleanly, with barely a clump in sight. Lashes are quickly defined and beautifully lengthened for a flutter-worthy effect. Thickness is slight and not easily built, so this is best thought of as a lengthening formula.

Unfortunately, the formula doesn’t last very long before it begins breaking down. This is likely due to the amount of emollient caprylic/capric triglyceride, but whatever the reason, this isn’t the mascara to turn to if you’re looking for long wear and no midday cleanups along the upper lash line.

Jar Packaging: No
Tested on animals: No

e.l.f. At-A-Glance

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.

About the Experts

The Beautypedia team consists of skin care and makeup experts personally trained by the original Cosmetics Cop and best-selling beauty author, Paula Begoun. We’re fascinated by skin care and makeup products and thrilled when they meet or exceed our expectations, but we’re also disappointed when they fail to perform as claimed, are wildly overpriced, or contain ingredients scientific research has proven can hurt skin.

Our mission has always been to help you find the best products for your skin, no matter your budget or preferences. Beautypedia’s thorough and insightful reviews cut through the hype and provide reliable recommendations for all ages, skin types, and skin tones.

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