| Product Categories | Makeup (eyes, lips, face, brushes and tools), skincare (e.l.f. SKIN), hair, fragrance & body | Makeup, skincare, hair colour, hair care & styling, men's grooming (Men Expert) | — | — |
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| Loyalty Programme | US: e.l.f. Beauty Squad; subscribe & save auto-delivery available | — | — | — |
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| Price Positioning | Budget; US: many items around $10–$15 (e.g. Gloss Mode Treatment Oil $10, skincare kits from $12) | Mass-market (drugstore and supermarket) pricing | — | — |
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| Where to Buy | — | Drugstores and supermarkets worldwide, e.g. UK: Superdrug, Tesco, Sainsbury's; Australia: Chemist Warehouse; plus online retailers | — | — |
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| Parent Company | — | L'Oréal Group | — | — |
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| Shipping | US: free shipping on orders of $35+ on elfcosmetics.com | — | — | — |
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| Signature Products | Halo Glow collection, Gloss Mode Treatment Oil, e.l.f. SKIN range, travel-size skincare kits | Revitalift, Age Perfect, True Match, Infallible, Voluminous and Telescopic mascaras, Colour Riche, Elvive, Excellence Crème, Superior Preference, Elnett | — | — |
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| Key Ingredients & Technologies | — | Hyaluronic acid (True Match foundation), collagen peptide (Elvive Collagen Peptide + Lifter); varies by line | — | — |
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| Shade Range | — | UK: True Match liquid foundation in 48 shades; online Foundation Shade Finder and undertone quizzes | — | — |
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| Skin Concerns Addressed | — | Ageing and wrinkles (Revitalift, Age Perfect, Wrinkle Expert), dullness (Bright Reveal), hydration | — | — |
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| Cruelty-Free Status | Never tested on animals; Leaping Bunny certified; all cosmetics vegan (brand claim) | Not certified cruelty-free; L'Oréal Group states it has not tested products on animals since 1989, but notes some health authorities (e.g. China) may run their own tests | — | — |
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| Virtual Beauty Tools | — | Virtual try-on, foundation shade finder and skin undertone quiz on brand websites | — | — |
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| Sustainability Initiatives | Project Unicorn: over one million pounds of excess packaging waste eliminated since 2019 (brand figure) | — | — | — |
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