Affordable beauty brand e.l.f. has unlocked something that’s mystified many retailers: how to win over the ever-persnickety ...

Not everyone thinks it's a bargain, but I do.

If you are wondering whether e.l.f. Beauty at around US$81.50 is still a fair deal or starting to look stretched, you are in the right place. The shares have returned 4.7% year to date, with an 11.6% ...

Melissa McCarthy stars in a telenovela-inspired Super Bowl ad for e.l.f. Cosmetics and shares her favorite moments from the ...

A recent e.l.f. Cosmetics ad featuring Matt Rife has sparked controversy online due to the comedian’s contentious past. In the beauty brand's new commercial, Rife and drag queen Heidi N Closet star as ...