The commercial also stars the beauty brand’s top-selling Power Grip Primer, a cult-beloved makeup bag essential that happens to be King’s secret weapon both on and off set. “It's literally ...

There are few things that light a fire in a beauty aficionado's heart more than a cheap dupe of a cult product ...

Cosmetics Power Grip Primer is redefining what it means to be THE fan favorite. As the No. 1-selling beauty product, Power ...

Joey King knows the power of a good primer. The 25-year-old actress has teamed up with e.l.f. Cosmetics to introduce its new "eyes. lips. face. fandom." campaign that speaks directly to sports ...

As the No. 1-selling beauty product, Power Grip Primer* knows how to inspire a fandom. That is why, starting today, e.l.f. Cosmetics, an e.l.f. Beauty (NYSE: ELF) brand, is talking directly to the ...

E.l.f. Cosmetics is recognizing what a cult classic its Power Grip Primer has become with a campaign emphasizing its popularity. The beauty brand is rolling out a new initiative in support of the ...

Switch up your lip game for every event. Whether you want a subtle shimmer or over-the-top drama, this kit has got you covered. This palette features a wide range of blendable shades. Use the neutrals ...

ELF stock dropped 15% during inter-day ... as his parents use it to get their game face on too. e.l.f. Cosmetics Power Group Primer creates the "sticky" bond on gameday “The premise is that ...

That’s why a good primer is a must. To kick off your beauty routine, e.l.f. Cosmetics wants you to use its Power Grip Primer. The No. 1-selling beauty product is a gel-based face primer that is ...

Beauty, Inc. ELF has long been celebrated for its impressive growth trajectory, but its current valuation raises concerns. The company’s forward 12-month price-to-earnings (P/E) ratio stands at 38.79, ...

Christmas is almost here and so is the time to dress up and ring in the festivities.  Here are some stunning makeup looks to ...