I came back from maternity leave last September and naturally, during my time off, I had missed out on a few things within the beauty industry. Things like and news of . However, the thing that stood out for me the most is that whilst I was off my fellow beauty editors had become obsessed with e.
l.f. Cosmetics.
Seriously, within the first few weeks of my return, I was editing five freelancers' copy for the beauty section and the recurring theme in each of their stories was the inclusion of e.l.f.
products. e.l.
f. isn't a new brand, I remember when it launched in the UK way back in 2014 when it was only available online, before it hit the shelves of Superdrug and Boots. But in a market as saturated as beauty, it had seemingly passed me by slightly.
Let me be clear, I'm not against a beauty bargain, in fact I love being able to recommend amazing products to friends and family knowing that they're not going to have to spend a lot. But my love for luxury beauty is strong. But then I started reading my colleagues' words on the e.
l.f. products - every single one was a glowing review.
And so I decided that it was time to get my hands on some to see what all the fuss was about. And I wasn't disappointed. What makes this brand so wonderful is that the brilliant formulas, the impressive textures and the remarkable finishes are all incredibly affordable.
So much so, that they could rival some of the market's costlier products. Almost a year on from my return from mat leave, I've happily.