e.l.f. CosmeticsMineral Eyeshadow
0 fl. oz. for $3
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The Mineral Eyeshadow is a mica-based loose powder eyeshadow that has a markedly dry texture that applies surprisingly smooth. The shade range is extensive and presents some beautiful options whether you want to go with soft or bold colors. All of them have shine, and many have shiny particles that tend to flake. Others omit the shiny particles and leave a metallic sheen instead. The company claims this formula is hydrating, but it absolutely isn't. No powder can be hydrating because the ingredients composing a powder are absorbent by nature. This eyeshadow also will not "minimize the appearance of fine lines". Just the opposite is true: the shiny finish these have will emphasize lines. However, those without lines around the eyes and who have a preference for loose powder eyeshadow may want to give this affordable option a go.

Last Updated:12.27.2013
Jar Packaging:No
Tested on animals:No
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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.

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