Things are about to get interesting in the budget beauty market. In the US, e.l.f. Cosmetics sits in stores such as Target and Walmart so getting UK distribution via Superdrug is absolutely huge for this brand. I think bringing on e.l.f. is Superdrug’s counterplay to Boots and NYX – those two stores are forever in competition. e.lf. is bringing some very strong competition to brands such as Lottie London, MUR, Collection and MUA to name but a few. Much as luxury beauty brands love to say how well they’re doing, the affordable make-up market has never been stronger. e.l.f. was ahead of the game – founded in 2004 – and has a huge fan base in the US. Although this isn’t the brand’s first time in the UK market, I think it’s their first time in a mainstream UK store. I met with the brand a couple of days ago so I’ve had time to play around with some of the products; I’ve pulled out a few top picks if you’re interested in trying the brand and haven’t done so before.
First up is the Aqua Beauty Aqua Infused Blush & Bronzer (£7.50) that uses a ‘bouncy’ water fusion technology so it feels soft and cushion-y, cool on the skin and blends like a cream. There is a lot of pigment in this so go gently at first.
I’m completely a fan of cream blush – this quad is £7.50 – lighter in pigment that the Aqua Blush/Bronze so good for fresher, more natural looks. It’s a very easy blend (if you have oily skin you might want to avoid – but older and normal/dry skin should be fine) and such a handy make-up bag item.
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Next up is the Aqua Beauty Molten Liquid Eyeshadow. I’m sure I don’t need to point out that these ‘water’ products are borrowing heavily from Korean innovation which I love. It’s a sure sign that this trend is seamlessly working its way into our concept of cosmetics away from the ‘cute’ products that we associate with Korean beauty.
Again, these have a cooling effect on the skin and they’re super shimmery. However, you need to remember that what they look like in a swatch isn’t the same as how they’ll look on the lid, especially if you have creasing on your lids. They’ve got a ‘flexible’ technology so they don’t exacerbate creases at all but the liquidity means that they respond to whatever surface they’re on. So if you have smooth lids, the product will look smooth, if not, it doesn’t. I wore the Brushed Copper (more of a gold to be honest) all of yesterday – I love it and my non-smooth lids loved it too. It’s very eye ‘wakening’ and brightening and has gone into my keep drawer!
I think these are exciting and very good value at £5 each.
Finally, the stainy lip oil – as good as any other I’ve tried and yet, £5. I don’t need to say more. Superdrug on-line has 110 e.l.f. Cosmetics products so far but I imagine they’ll get more, although apparently not the skin care. Other items to look out for are the Primer (independent tests show it performed better than Smashbox) and brushes. You can find the range HERE.
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