E.L.F. Cosmetics is so popular their products are flying off stores shelves and they can’t keep items in stock at mass retailers like Ulta, Target, and Walmart. E.L.F. Cosmetics like many brands have been trying hard to accelerate online sales and push traffic to their website by offering incentives like reward points, free shipping, and discounts. But E.L.F.’s biggest force is in their retail sales from stores like Walmart, Target, and Ulta.

E.L.F.’s CEO, Tarang Aminn, was quoted by Yahoo Finance saying, “We’re growing our business strongly at Walmart. “We grew our business at Ulta Beauty over 70% last year without any incremental space. And at Target, our longest-standing national retail customer, we’re their biggest brand across mass color cosmetics and facial skin care by a pretty wide margin.” In its fiscal fourth quarter, e.l.f. reported that net sales increased 78% year-over-year to $187.4 million. This growth has caused the brand to struggle to keep viral products in stock. And believe me, E.L.F. isn’t exaggerating about this. I’ve personally been to Target and Walmart’s where displays are absolutely stripped down with a few older products lining them. If something new is released at a mass retailer you better ran over to grab it because if you miss out you won’t see it in stock till months down the line. For example, Halo Glow Liquid Filter launched, sold out, and was impossible to find in stores for several months (or at least here in New York that was the case).

For a while I was convinced it had something to do with the pandemic and supply issues but it looks like E.L.F. is just a viral sensation that keeps selling out of stuff due to the buzz surrounding it.

Mr. Aminn is quoted as saying, “We’re a viral sensation. “We couldn’t keep them in stock. We actually have quite a few out-of-stocks, just given the strength of the innovation that we’ve had that builds upon itself.”

Facts are facts, E.L.F. is a highly affordable brand that’s very appealing in today’s economy however, even if they economy was in a strong place the brand would still likely still see growth as they rapidly introduce “dupes” of a lot of mid to high range products. Supergoop, NARS, Charlotte Tilbury, no brand is immune to E.L.F. creating a more affordable version of products by these brands. And with giant influencers endorsing these products sales continue to grow daily!

So, the next time you step into your local Target and Ulta and see empty shelves just know E.L.F. is actively working to get those shelves restocked with your fav budget picks!

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Maybelline Color Tattoo 24H Longwear Multi-Use Eyeshadow Stix is new long wear multi-use shadow, liner, and primer that promises 24 hours of wear. It’s been a while since we’ve seen anything added to the Color Tattoo Collection where as a few years ago Maybelline was busy launching Color Tattoo Cream Eyeshadows, Color Tattoo Pure Pigment Eyeshadows, Color Tattoo Eye Chrome, and yes, even an eyeshadow crayon like this called Color Tattoo Concentrated Crayon! Unlike the original crayons these new Color Tattoo Eye Stix Eyeshadows have a more precise point and act as a liner and an eyeshadow (or a primer if you want!). They also have a bit of a drier formula that allows for better grip and longer-wear.

Let’s check out my review below.

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E.L.F. Liquid Poreless Putty Primer ($10) is a new cream/liquid version of the E.L.F. Cosmetics Poreless Putty Primer that launched for Spring 2019 as a dupe of Tatcha’s The Silk Canvas Protective Primer. Since its launch E.L.F.’s Putty Primer has spawned plenty of its own dupes like Hard Candy Smoothing Primer Balm, Makeup Revolution Conceal & Fix Pore Perfecting Primer, Physicians Formula Butter Believe It! Putty Primer, and more!

This new Liquid Poreless Putty Primer is a creamy liquid with the same benefits as the original. It promises to provide a gripping base for long-lasting makeup wile giving skin a smooth, poreless finish.

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Ilia Liquid Powder Eye Tint ($28) is a newish collection of matte and Chromatic finish cream-to-powder eyeshadow collection that launched a few months ago. These are available in 16 shades and promise a quick drying formula that doesn’t fade or budge. I picked the shade Ochre in April at Sephora during their sale and I always meant to go and get some more but I’m sort of glad I didn’t as Ilia currently has their Friends and Family Sale on with 20% Off $75+ using code THEBIGONE and it was a good opportunity for me to get a few shades I wanted and some other items from the brand.

I started out my makeup life not really loving cream eyeshadows (or mattes for that matter). But the older I get the more I appreciate the quick swipe and go application not to mention I love ones with a matte finish which in my opinion is a finish that’s sadly lacking in the world of cream eyeshadows! Stila did a range a year or more ago that I really enjoyed but they don’t offer them anymore. I think finding a matte cream shadow in a pot is a bit more common than finding a more liquid-like one in a tube. I always find the tubes easier to apply even though I am a die hard MAC Paint Pot user (I use Soft Ochre daily since Benefit discontinued Lemon Aid).

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