Is The Bargain Basement Makeup Email A Hoax?

June 9, 2008 by SheFindsErin
shefinds |

There's a viral email going around claiming the cosmetics brand E.L.F. has been bought by a major department store (different versions of the email say either Bloomingdale's or Nordstrom) and that they're liquidating all their pre-merger stock for a buck. Sounds too good to be true, right?

Well, yes and no. has uncovered the buyout claim as false—E.L.F. is independently owned and plans to stay that way. There are no mergers, packaging changes or inventory liquidations going on.

The silver lining, though, is that all of E.L.F. (short for Eyes, Lips, Face) makeup products and tools are only a dollar—always have been and always will be. We're all for that! Here are some of our picks, all for only a dollar. That's less than the price of a soda, for those of you keeping track.

Naturally, we had to go for the company's namesake products first. The Brightening Eye Color palette in Luxe (pictured at top) offers four complementary shades in rich, plummy tones that work beautifully on all eye colors. Healthy Glow Bronzing Powder is an everyone-flatterer that gives the sparkly glow of a natural suntan all year long. And Shimmering Facial Whip is a triple threat, a tube of pearly pink color that gives instant pop to cheeks, lips and eyes in one fell swoop.

We also love the buck-a-bottle nail polish , which is cheap enough for us to change our nail color every day of the week. First on the list to try? Sugary sweet and super girly Gum Pink. We also dig the Total Facial Brush, a loose-powder and bronzer applicator that really goes the distance. Since brushes need to be rotated so often, it only makes sense to stock up on affordable ones.

So that's the real scoop on the E.L.F. emails. You can feel secure giving out your credit card number when you plunk down for a whole load of beauty loot—there's nothing sinister going on, even though the emails about the buyout are false. At the very least, tool around E.L.F.'s website. Check out their Get The Look section, with full-product instructionals on getting sultry, beachy or ethereal makeup looks, then revel in the fact that all their products are both affordable and cruelty-free.



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