E.L.F. Studio Lock On Gel Liner - Need It Navy

e.l.f. Cosmetics was founded by Joseph Shamah and Scott Vincent Borba in June 2004. The duo originally met at a party in 2002; Shamah was a 23-year-old New York University business student. Borba was a 31-year-old Los Angeles beauty-industry veteran, responsible for previously launching brands such as Hard Candy cosmetics. Both were enthusiastic about an inexpensive, high-quality cosmetics line for women, and decided to form a company together. A few days after the party they sat down to brainstorm, and a business plan was created within months. Borba cls the idea originated from seeing women with expensive cars such as BMWs and Mercedes-Benzes buying bargain-price cosmetics at 99-cent stores in Los Angeles. e.l.f.(short for Eyes Lips Face) Cosmetics was officially launched in New York City on June 2004, also with the assistance of Shamah's her Alan. They continue to sell high-quality cosmetics at $1, $3, and $6 price points. On February 3, 2014, TPG Growth bought a majority stake in E.l.f. Cosmetics. Joey Shamah was replaced by Tarang P. Amin, who "has been appointed president, chief executive officer and director of E.l.f. Cosmetics". Product The company started with only 13 makeup products, but has since developed more than 300 products that include bath products, skin-care products, mineral-based makeup, professional tools, eyeliners, lipstick, glosses, blushes, bronzers, brushes, maa, and more. Most items cost $3. The variety of e.l.f. products allows the company to target a demographic with a broad age range, from teenagers to women in their 40s and 50s. The company carries different product lines, which include e.l.f. Studio, e.l.f. Minerals, and e.l.f. Essentials. There used to be e.l.f. Bath & Body, which includes moisturizers, , and fragrances.They have now stopped making those products. e.l.f. Studio - makeup line includes professional makeup for professional makeup artists and consumers. e.l.f. Minerals - consists of makeup made out of natural minerals. e.l.f. Essentials - includes "every-day" makeup supplies at lower prices, in an effort to be affordable. The newer e.l.f Elements line from e.l.f. Essentials also allows customers to customize their own makeup palette.

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• This unique gel based eyeliner is smudge resistant, fade proof, and lasts all day. The creamy formula can create bold lines or can be blended with the sponge tip applicator for a smoky look. Provides a long wearing, high performance look on both the inner rims and eyelids. Sharpen with your favorite sharpener or get ours here to get the most out of your liner. INGREDIENTS :Cyclopentasiloxane, Cyclohexasiloxane, Trimethylsiloxysilicate, Isododecane, Copernicia Cerifera (Canuba)Wax, Ceresin, Microcrystalline Wax (Cera Microcrystalline), Phenyl Trimethicone, Polyisobutene, PEG 30 Dipolyhydroxystearate, Sorbitan Sesquioleate, Phenoxyethanol, Caprylyl Glycol. MAY CONTAIN: Mica Titanium Dioxide (CI 77891), Titanium Dioxide (CI 77891), Iron Oxides (CI 77491, CI 77499), Blue 1 Lake (CI 42090), Ultramarines (CI 77007), Chromium Oxide Greens (CI 77288), Red 40 Lake (CI 16035), Manganese Violet (CI 77742). Net Wt. 0.035 oz. / 1g.
• This unique gel-based eyeliner is smudge-resistant, fade-proof, and lasts all day. The creamy formula can create bold lines or can be blended with the sponge-tip applicator for a smoky look. Provides a long-wearing, high-performance look on both the inner rims and eyelids. Sharpen with your favorite sharpener or get ours here to get the most out of your liner.INGREDIENTS: Cyclopentasiloxane, Cyclohexasiloxane, Trimethylsiloxysilicate, Isododecane, Copernicia Cerifera (Canuba)Wax, Ceresin, Microcrystalline Wax (Cera Microcrystalline), Phenyl Trimethicone, Polyisobutene, PEG-30 Dipolyhydroxystearate, Sorbitan Sesquioleate, Phenoxyethanol, Caprylyl Glycol. MAY CONTAIN: Mica Titanium Dioxide (CI 77891), Titanium Dioxide (CI 77891), Iron Oxides (CI 77491, CI 77499), Blue 1 Lake (CI 42090), Ultramarines (CI 77007), Chromium Oxide Greens (CI 77288), Red 40 Lake (CI 16035), Manganese Violet (CI 77742).Net Wt. 0.035 oz. / 1g.