Sounding like pint-sized make-up, e.l.f is not to be underestimated for its pout-power potential! Sitting high on makeup artist lists, e.l.f cosmetics (that’s eyes, lips, face) was launched in New York in 2004. Hailing from the Big Apple these make-up bag miracles are backed by Scott –Vincent Borba; the mastermind behind Hard Candy cosmetics and pride themselves on revolutionising the beauty industry, turning heads away from more expensive brands with its unique approach of online branding and making premium quality cosmetics affordable.
Catering for absolutely every beauty need imaginable, e.l.f is both a make-up artist’s and make-up fanatics dream come true. Crossing the Big Pond and calling Britain home since 2007, e.l.f is run by welsh sibling duo Neil Phillips and Jo Westlake from the e.l.f. UK head office in Swansea and boasts leading beauty editors' endorsements from GMTV, This Morning, Hello!, Marie Claire, Glamour, Grazia, The Times and several others.