In years past, the aisles of drug store makeup all seemed to blend into a mishmash of low-quality products. Brands claimed their mascara would triple the length of your natural lashes or that their concealer would cover even the most stubborn pimples. These promises sounded too good to be true, and often, that was the case.
In Reality…
The supposedly magical mascara would start to flake an hour after application and the concealer would barely cover a tiny blotch of discoloration. Thus, our only method of achieving a pristine makeup look was through expensive, high-quality brands like Charlotte Tilbury, Rare Beauty and Laura Mercier.
However, one drug store brand has been blowing up on social media for revolutionizing the drugstore makeup industry. E.l.f., standing for Eyes, Lips, Face, is one of the first makeup brands to consistently churn out top-notch products at the same price as other drugstore brands. E.l.f. possesses a fitting acronym, seeing as the company creates quality products for every step of your makeup routine, from liquid eyeshadow to lip oil to cream blush.
Queen of the Dupe
Another element of e.l.f.’s success is the company’s ability to masterfully replicate popular makeup products from more expensive companies. Dior lip oil, for instance, has blown up on TikTok and Instagram for its honey-like sheen and moisturizing effect. However, the glam factor began to dim for many consumers once they saw the $40 price tag. What college student is willing to buy an expensive lip product they could easily lose on night out?
E.l.f. combatted such a monetary disgrace by producing their own version: Glow Reviver Lip Oil. Retailing at a mere $8 per tube, it is an absolute steal. The VALLEY staffers that have tried this product have fittingly given it “glow” ing reviews.
Similar to the lip oil dupe, e.l.f. crafted a concealer with a striking resemblance to the Tarte Shape Tape. E.l.f. was able to shave $25 off the retail cost of Tarte’s product, selling their 16-hour camo concealer for just $7 per tube. Another fan-favorite whipped out by an unseemly drug store brand.
What’s next?
E.l.f.’s prominence in the makeup world highlights the importance of quality and affordability being hand in hand. We have watched their selection in drug store aisles rise as their credibility continues to grow. E.l.f. has revolutionized the makeup industry by proving that they can create any quality dupe for a substantially lower price.
In the future, we can be sure that any revolutionary makeup product that comes out will be quickly followed by a fantastic e.l.f. dupe.
What e.l.f. products have you been loving lately? Let us know on Instagram @VALLEYmag!
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