e.l.f. Cosmetics, founded in 2004 by Joseph Shamah and Scott Vincent Borba, is famous for its high-quality products and affordable prices. Many of its are items are listed at $1, $3, and $6. Borba says the concept for the brand came from seeing women with luxury cars such as BMWs and Mercedes-Benzes buying bargain-price cosmetics at dollar stores in Los Angeles.
Now, e.l.f. has released a budget concealer that is receiving rave reviews with one customer describing it as “the best concealer" they've ever used. The new 16-hour Camo Concealer, which costs $5 and comes in 18 shades, is described as providing "high-coverage" and being "crease resistant", a sentiment that many consumers have echoed.
Beauty fans have praised the concealer's matted finish and its long-lasting qualities. "This concealer is awesome!" one user wrote in a review on Ulta Beauty. "I have dry [skin] under my eyes but this didn't cake up or crease almost at all."
"Wow! Hands up to Elf," another one added. "This is the best concealer I've ever used. Good job Elf!"
Some consumers have noted that the 16-hour Camo Concealer is very similar to Shape Tape from Tarte Cosmetics, though their product is listed at $27. Shape Tape, however, comes in 30 shades, while 16-hour Camo Concealer only comes in 18 shades.
"Umm... I think this is literally $5 Shape Tape. Like I almost can't believe this exists," one user wrote. "I have bought soooo many concealers that claim to be like Shape Tape but this is not even just like it, it's identical." Another user stated that the $5 concealer stayed on their skin more effectively than Shape Tape.
e.l.f. Cosmetics started with only 13 makeup products in 2004 but the company has since developed more than 300 items, including eyeliners, lipstick, glosses, blushes, bronzers, brushes, mascara, and more. The brand is currently available in 18 countries including the United States, Canada, Australia, United Kingdom , Saudi Arabia, France, Colombia, and Spain.
The brand only sells products that are 100% "cruelty-free". In 2007, e.l.f. began selling tweezers in a faux leather case that read "e.l.f. Professional Supports PETA in the Fur Free Campaign. 50% of the proceeds from sales of these tweezers go straight to PETA!" CEO Joseph Shamah later won PETA's "Trail-Blazer Award", given for "compassion and commitment to never testing on animals."
Also, e.l.f. Cosmetics announced the "Mi & You Can Make a Difference" campaign shortly after the 2011 Tōhoku earthquake and tsunami disaster, which helped fund relief efforts. The program donated 5% of all online purchases to the Red Cross for Japan's crisis recovery initiative.
e.l.f.’s 16-hour Camo Concealer is available at Ulta.com.