If makeup has become a self-diagnosed OCD problem for you, then money may not be so much of an issue than is finding the perfect eye shadow to complement those new Steve Madden shoes. So, when you catch wind of a bargain steal, the urge to buy more becomes contagiously addictive. e.l.f. cosmetics know all about this frugal addiction, having reinvented the notion of “more bang for your buck!”

With the vision to create a line of simple, luxurious, problem-solution tools that allow you to showcase and believe in your unique, personal beauty, Joseph Shamah (CEO/Founder) and Scott Vincent Forba (President/Beauty Expert) launched e.l.f. (“Eyes. Lips. Face.”) in June of 2004. Three and a half years later, the affordable makeup line is becoming recognized and used by many a makeup junkie. I personally discovered e.l.f. when I came home about a year ago to my roomies saying “Mal, we ordered all this makeup online and the best part dude…$1 apiece!”

I was fortunate to get the inside scoop on the line directly from e.l.f. connoisseur, Achelle Dunaway (Marketing and Creative Director). Miss Dunaway characterizes e.l.f. as a “beauty authority” that teaches women “how to become [their] own makeup artist” (hence, the transformation of their Web site into an interactive information portal). Given this standard, the inner-working minds behind e.l.f. show your inner “girly girl” how to recreate classic looks in front of your own home-based vanity mirror.

The irresistibly-pegged question was of course, ‘One dollar [!], quality makeup…how?’ It’s as simple as focusing on production of the product versus advertisement. A huge part of e.l.f.’s exposure is through word of mouth; after all, this is exactly how I became aware of this fabulous product. An e.l.f. favorite of mine is the recently-launched mineral line, which has a Bare Escentuals-esque feel to it, minus the pricey value. Not only does it contain 100 percent pure minerals, but it also has recyclable packaging – a duo that beautifies both your face, as well as the environment.

You can get your eco-friendly e.l.f. fix by ordering online or on your next trip to Big Lots or K-Mart (yes, I know, seems a little too good to be true, but in fact it is true!). I definitely encourage you to try these goodies for yourself and see how makeup ranging in the double digit price per piece doesn’t always translate into quality. You can find a great product largely underpriced…for one whole dollar that is;)

~Mellori V.

Photo Credits: www.eyeslipsface.com

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