Check out a TikTok of the E.l.f. tubing mascara in action. 

I can confirm that it STAYS put on my lashes until I want it gone. (Even the best of waterproof mascaras make me look like a raccoon after a few hours.) Then, it’s super easy to remove the “tubes” with a few gentle swipes. I’ll be buying this stuff again and as long as they make it. 

Here’s Emma Lord‘s review that convinced me: 

“I am not a new human to the tubing mascara game, and in fact readily spent $26 on the famous OG blend from Blinc every time it needed replacing. I didn’t even love it for the length half as much as the fact that tubing mascara like this genuinely never smudges, but can I just say — regardless of price, the E.l.f. tubing mascara formula blows all the others I’ve tried out of the water. It gives me way more length and volume than other brands, slides on so much more easily, stays put ALL day, and never, ever smudges. My favorite part, though, is how gently and easily it comes off with soap and water. In the past, other mascara removals have felt rough on my lashes, but this comes off so fast that I’m like ??? was I even wearing mascara a minute ago?? Anyway, I hesitate even writing this review because I want to gatekeep the hell out of this before it sells out, but the world needed to know. I’m a big fan of the brown shade (which is what I’m wearing above!), but it also comes in black and soft black.” 

Get it from Amazon for $7 (available in three shades). 

Watch on TikTok as one user goes from skeptic to believer! 

BuzzFeed Shopping writer Emma Lord considers herself a fan: 

“I am not a new human to the tubing mascara game, and in fact, I readily spent $26 on the famous OG blend from Blinc every time it needed replacing. I didn’t even love it for the length half as much as the fact that tubing mascara like this genuinely never smudges, but can I just say — regardless of price, the E.l.f. tubing mascara formula blows all the others I’ve tried out of the water. It gives me way more length and volume than other brands, slides on so much more easily, stays put ALL day, and never, ever smudges. My favorite part, though, is how gently and easily it comes off with soap and water. In the past, other mascara removals have felt rough on my lashes, but this comes off so fast that I’m like ??? Was I even wearing mascara a minute ago?? Anyway, I hesitate even writing this review because I want to gatekeep the hell out of this before it sells out, but the world needed to know. I’m a big fan of the brown shade (which is what I’m wearing above!), but it also comes in black and soft black.” 

Promising review: “I’ve used Thrive Causemetics for quite a while and always had trouble with it flaking and clumping. I always just chalked it up to something that I’d deal with when using a tubing mascara or something I was doing when applying but E.l.f. says: ‘NOT the case!’ My mind is blown that a $7 mascara is so amazing. I never have to deal with flakes sticking to my contacts after applying or clean any makeup out of my eyes at the end of the day anymore! I thought it was a fluke when I first started using it, but it’s been weeks now and stayed consistent. It looks amazing, lashes are longer, fuller, and separated — I’m so happy I tried it, and you will be too!” —Adel Richardson

Price: $7 (available in three shades)

Most of us grew up on the beauty magazine promise of “day-to-night” makeup. We were told, time and time again, that we needed to master the eye look that could take us from the office to happy hour with a swipe of shimmer and a second coat of mascara. As it turns out, like algebra, the day-to-night transformation didn’t even factor into our lives as much as it does with motherhood. Because when there’s no time to wash your face and redo your whole look (which there never is), your makeup has to keep up and be ready to multitask as hard as you do.

Content creator and mom Desire Westphal has her five-minute routine down. Her go-to for a playdate-ready look is simple: “I’m all about a neutral bronzing shadow to feel polished quickly.” And when a day of drop-offs and sports games might turn into a girls’ night out, she keeps things flexible. “I tend to wear liquid products and don’t add a lot of powders so I can add onto my look later without having to start over.”

She recently put a few products from e.l.f. Cosmetics to the test and loved how low-effort yet impactful they were. “The mascara looks amazing even with just one layer, and the eyeliner went on super easily while giving back great color,” she said. “There’s no stressing over whether I’m going to like the look after I’m done doing my makeup. I already know it’s going to be good.”

Below, the e.l.f. eye essentials—each under $10—for glam eyes no matter where you’re running to and from.

Happy Monday, friends! It’s Monday and there isn’t a lot to smile about today but it’s ok. I got you. I hope had a good weekend, I hope you aren’t sweating too hard today, and I hope your walking around in 96 degree weather with a full beat on your face that isn’t melting off because that’s what you deserve. I know things are a little chaotic but if you want my sand pit is pretty comfy and we can all just stick our heads in it for a little while and pretend things are copacetic.

If it all goes well I should be posting this while fighting off tourists in Chinatown to get my hair cut. No, I’m not doing a pixie cut. But I’m taking several inches off because it needs it and my waves are looking like I put my hand in an electric socket as I screamed, “IT’S ALIVE!” Ya know, wavy hair+heat=holy freaking airball! Oh P.S. That made me think of Sting! We should all watch the Bride together. Who wants to do a online watch party with me? How hot sauce was he in that movie?

Anyway, here’s a few things to smile about in the world of makeup as we struggle through the chaos of the world. Guess who’s back? Back again!

Stains! Well, not really but E.L.F. is thinking of making that happen. Sheer For It Blush Lip + Cheek Tint are five bucks and available in five shade selections. I told you I had reasons to smile for you! You gotta smile so you can dot this new stain on the apples of your cheeks and get that doll-like look we all know and love (or am the only one stuck in my doll skin makeup era?). If you don’t like them on cheeks you can use them on your lips too! In this heat, I’m always up for a long-wearing cheek stain.

I’m throwing out there and you can disagree but I don’t hate Tarte x Dunkin. I don’t even drink coffee but these cute charms they did for the Maracuja Collection have me in a chokehold! How adorable? Don’t buy them on Ulta’s website though as you can both for $27 with free shipping on Tiktok shop! Super deal!

You know what I hope? I hope that Christmas in July isn’t a thing this year. I hope we actually get some cool Fall Collections! The last few years we haven’t and as a Fall baby that loves autumn I really love the colors of the season and adore makeup collections that feature them! We’re off to promising start as Lancome just dropped their Idôle Café Crush Nude Eyeshadow Palette and it’s stunning! Take my money! This screams warm, cozy eye looks! If you can’t smile at this palette I’ve failed you, my friends.

I can’t save you if you aren’t smiling to ear to ear at the fact Essence now has a collection of Juicy Bomb Body Mists! Inspired by their bestselling lipglosses and available in four fragrances these cute body mists look like an oversized lipgloss!

What’s making you smile in makeup today?

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Ahhh the good old days of makeup when E.L.F. Cosmetics was smack talking in your e-mail like gangstas! Remember those days? When they’d casually slip in with a side by side pic of a NARS Blush and a pic of their own blush bragging how their version only cost a buck! Times have changed my friends and E.L.F. is no longer a dollar.

BRB let me check. Ok, cheapest we’re getting is lipliner at $2 bucks and your girl isn’t a lipliner user so that’s a bust. But yeah, E.L.F. has surpassed cheap as chips one dollar makeup a long, long, time ago in a galaxy far, far away from this one.

And like most things in this economy E.L.F. is about to increase prices again! Starting August 1st select products will be increasing by $1 due to inflation and tariffs. Despite the increase, the E.L.F. emphasizes that 75% of its products will remain at $10 or under. And their promise is they are “also keeping an eye on the tariff situation.” In my experience, once something goes up it rarely comes down. So, I have doubts that even if things improve at some point we’ll still see the price points remain the same.

The good news is that most of their latest launches are incredibly over-priced. They seem to come to a standstill at the $5 buck mark. So, if you’re in the mood for budget beauty E.L.F. Cosmetics remains affordable. But that being said, things can be murky with foundation, skincare, and other popular lines they carry like their “Halo Glow” Collection which has gone viral several times. The new Halo Glow Skin Tint SPF 50 is a whooping $18 bucks and some may question if they want to spend that much on an E.L.F. product which is known for being budget friendly.

I could be way off the mark but I feel like some of their more influencer pushed items, like Halo Glow products, seem to have a crazy markup compared to their less talked about products which seem to hover around $5. These is particularly the case with many of their lip product drops. I gotta admit $24 for their Jumbo Power Grip Primer seemed crazy to me taking into account the prices we know and loved from E.L.F. The Big Gripper is 2.7 oz at $24 and contains $30 worth of product versus their original size at 0.81 oz at $10.

The moral of the story is stock up on your favs before prices go up again this August!

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E.L.F. Cosmetics is turning into the new Estee Lauder and Lancome with purchases of beauty brands left and right. Currently, E.L.F Cosmetics owns Keys Soulcare, Well People and NATURIUM and will be adding one major player to their portfolio this month to the tune of 1 billion dollars.

That’s right, E.L.F. Cosmetics is purchasing Haily Bieber’s skincare brand for 1 billion dollars. E.L.F. made the official announcement yesterday and just days before there was news that Rhode was coming to Sephora shortly. This is E.L.F.’s biggest investment to date. The deal is comprised of $800 million in cash and stock with an addtional $200 million payout based on Rhode’s performance over the next three years. The deal will close in the second quarter or could happen as soon as later this year. E.L.F.’s stocks soared after the announcement and are up 11% today.

Rhode in it’s infancy but in three years time they are doing $212 million in net sales. They may not seem a lot but keep in mind Rhode’s catalog is very, very small. They have around nine to ten products most of which are skincare. I imagine they’ll expand further into color cosmetics once this deal is inked.

“From day one, my vision for rhode has been to make essential skin care and hybrid makeup you can use every day,” said Bieber. “Just three years into this journey, our partnership with e.l.f. Beauty marks an incredible opportunity to elevate and accelerate our ability to reach more of our community with even more innovative products and widen our distribution globally.”

I happen to be a very big fan of Rhode and I’ll readily admit this news makes me nervous. Formulas change, prices change, a lot changes when someone like E.L.F. steps in. I imagine Hailey will stay out with the brand for a while but at some point she’ll step down and the brand will likely head into a completely different direction. Speaking of price changes E.L.F. is set to raise their prices soon so stock up on your favs while you can.

How do we feel about Rhode Beauty being sold to E.L.F. Cosmetics? Share your thoughts!

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In 2022, E.L.F. raised their prices with fair warning to their customers. It was a nice gesture on their part to take to social media (as well as via e-mail) and say hey, listen, grab your favs now because prices are going up. Well, here we are again. E.L.C. Cosmetics broke the news yesterday that prices are going up again as of August 1st.

Starting August 1st prices will be raised by $1. 75% of the current offerings are still $10 and under however, in a post on Instagram they shared that inflation and tariffs were hitting them hard but they were doing their best to keep quality high and prices as affordable as they can be. They also shared they’ll be keeping an eye on the tariff situation which to me means very little as once prices go up it’s rare they go back down.

E.L.F. joins a number of other brands who have increased prices as of lately due to the new tariff policy. Even Walmart announced that their prices would be adjusted depending the tariff rate increased. E.L.F. also announced news that they’d be purchasing Rhode for 1 Billion this week and I’m unsure if also, announcing price changes after such a big deal was shared is the way to go. But who am I to say?

This is our new normal in the beauty world. Not to mention paying more for less as well as formulas changing and not for the better. E.L.F. still remains a fairly affordable brand but we can only agree it’s not longer the dollar brand we grew up with. Long gone are the days where you could buy blush, eyeshadow, and more for a mere buck from E.L.F. I’m sure we’ll all miss those days.

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