Elf poreless putty primer ulta skin#

'Although a vast audience, we uncovered that their wants are remarkably similar: access to the best of beauty, without compromising their wallets or the value of their products.'Į.l.f. is for the maximalist and minimalist, for the young and the mature, for females and males. 'We (re)discovered that our target audience is any and every eye, lip, and face,' Kory Marchisotto, Chief Marketing Officer, tells Byrdie. prides themselves on keeping their finger on the pulse of the customer's needs and wants via online reviews, in-store consumer feedback, and social media. The brand also spends very little money on traditional advertising or celebrity endorsements and relies heavily on social media exposure and crowdsourcing. The brand attributes their close relationships with suppliers and manufacturing abroad for keeping their cruelty-free brand costs low. Instead, they created products that performed well above their super-affordable price tags.Īlthough a vast audience, we uncovered that their wants are remarkably similar: access to the best of beauty, without compromising their wallets or the value of their products. But unlike the fast-fashion world, the Shamahs vowed to stray away from the notion that cheap products meant low-quality results. Inspired by the fast-fashion industry's growing success, the duo set out to recreate the model of low prices, fast turnarounds, and trendy aesthetics, but for the beauty world. was founded by father-son entrepreneurs Alan and Joey Shamah, who collectively spent over 30 years in the apparel business. Since then, the brand has expanded into a beauty empire that houses categories from makeup and tools to skincare that boasts high-quality ingredients like hyaluronic acid, squalene, and CBD.Į.l.f. At the time of their launch, every product cost just $1, making it one of the only mass cosmetics companies to offer such low prices. (which stands for ) made its mark on the beauty scene in 2004 with an arsenal of items that delivered major results. With a price point to satisfy even the most frugal beauty junkie, e.l.f. offers a 20% off discount for students who register on. The brand claims it's the #1 bestselling Primer in America.įun Fact: E.l.f. Most Popular Product: Poreless Putty Primer. (Many reviewers noted that this product was not only incredible for rendering pores invisible but also helped minimize the appearance of fine lines and crepey skin.Founded: Joseph Shamah and Scott Vincent Borba in 2004īest Known For: Providing high-quality vegan and cruelty-free beauty at minimal markups. As for the 'poreless' claim, I can't say it dramatically changed the texture of my face, but then again, I don't really have enlarged pores or wrinkles to begin with.

Some matte concealers and foundations can be a bit severe (even on my oily skin), so having a hydrating base really helped achieve a more flawless, natural finish. That said, I definitely noticed a smoother application with the primer on compared to bare skin. Unless I'm doing my makeup for a special occasion, I usually skip primer altogether.

It felt really hydrating and comfortable on, and it definitely served its purpose as a base for foundation.

Elf poreless putty primer ulta skin#

(According to BeautyTok, you can also use a sponge to buff it into skin.) While it definitely didn't mattify my skin completely, I did love the subtle blurring effect it gave.

I applied a small amount onto my cheeks, forehead, and nose, and blended it out with my fingers.