E.l.f. Beauty is shaking up the skin care category with its new e.l.f. Skin line.
Consisting of products designed with skin-loving ingredients, the line features skin care items for every concern at affordable prices, the Oakland, Calif.-based company said.
“E.l.f.’s mission is to disrupt industry norms, and our journey into skin care aligns with this mission,” said Kory Marchisotto, chief marketing officer. “We’re democratizing clean and effective skin care by making it accessible at unbelievable prices.”
The line’s products meet the global standards of clean, exceeding both FDA and European Union Cosmetic Regulations. They are formulated without more than 16,000 ingredients. In addition, e.l.f. is double cruelty-free certified with Leaping Bunny and Peta, never testing on animals or using ingredients that are tested on animals, the brand said.
“We’ve raised the bar, creating truly effective skin care products with proven benefits,” said Dave Valia, head of research and development. “At e.l.f., we work diligently to combine efficacy with simplicity to offer the e.l.f. community clean, uncomplicated solutions for their skin care needs at an affordable value.”
The line’s collections include:
Blemish Breakthrough: Made for oily and acne-prone skin. It contains such ingredients as salicylic acid, niacinamide, tranexamic acid and zinc PCA. This acne-treatment regimen helps treat acne and prevent new blemishes while also evening tone and improving skin textures. Products include Blemish Breakthrough Acne Clarifying Cleanser, Blemish Breakthrough Triple Acid Resurfacing Serum, Blemish Breakthrough Acne Fighting Spot Gel and Blemish Breakthrough Acne Calming Water Cream.
Pure Skin: Designed for sensitive skin, with ingredients that include oat milk and niacinamide. Made with the gentlest formulas possible, the products are formulated to be nonirritating, extra gentle and safe for sensitive skin while still being effective. The collection includes Pure Skin Cleanser, Pure Skin Toner and Pure Skin Moisturizer.
Holy Hydration!: Formulated for normal or dry skin, it contains hyaluronic acid, ceramides and peptides. Made with formulas for thirsty skin, the collection quenches the driest complexions with powerful boosts of good-for-you ingredients. Products include Holy Hydration! Face Cream in an original, fragrance-free and SPF 30 options; Holy Hydration! Makeup Melting Cleansing Balm; Holy Hydration! Eye Cream; Holy Hydration! Daily Cleanser; and Holy Hydration! Sleeping Mask.
In addition to launching the line, e.l.f. also announced that Jenny Liu, a board-certified dermatologist and assistant professor of dermatology at the University of Minnesota Medical School, will be joining the brand as its new skin ambassador.
“I deeply admire e.l.f. Skin’s unwavering commitment to developing science-backed formulas that effectively address real skin care problems,” Liu said. “With e.l.f. Skin’s affordable price points, I can finally advise my patients that powerful skin care and quality ingredients are actually within reach!”
E.l.f. Skin is available at such retailers as Target, Walmart and Ulta Beauty, as well as online.