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Start Earning RewardsJoin Beauty Squad

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Cruelty-Free. Paraben-Free. 100% Vegan.

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2 Free Minis with £35, Additional Gift with £50+

Camo Blushin' is Bussin

This new arrival is hot and only £7!

In 2023, reports of
intergenerational cosmetic
theft hit an all time high–with
the majority of these crimes
occurring within the home.

In 2023, reports of intergenerational
cosmetic theft hit an all time high–with
the majority of these crimes occurring within
the home. This is one family's story.


THIS IS ONE FAMILY'S STORY

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THE LINEUP

The daughter? The sister? The mom? The dad? The boyfriend?
What products were stolen and who the e.l.f. did it?

OLIVIA

Life's tough enough for a high school senior
in the weeks leading up to promposal
without becoming a cos-crime target. Will Olivia
get justice AND get her O FACE lipstick back?

O FACE SATIN LIPSTICK

A long-lasting comfortable lipstick,
known to appear in sultry shades.

SHOP NOW

CHARLOTTE

The rebellious younger sister with access
to Olivia's bathroom is a prime suspect.
Did she do it or is she just here to revel
in her big sister's misery?

H2O PROOF EYELINER PEN

Used to deliver intense, deep black pigment
that won't budge while also known
to be smudge AND waterproof.

SHOP NOW

CAROLYN

There's nothing on earth that compares
to the bond between mother and daughter.
But, is the allure of Olivia's Lash-N-Roll mascara
enough to drive a wedge between them?

LASH-N-ROLL

Referred to as "the ultimate curling mascara"
for producing long-lasting, visibly lifted lashes.

SHOP NOW

BRIAN

Couldn't be him-
he doesn't even wear makeup.
Now, moisturizer...

HOLY HYDRATION! FACE CREAM SPF 30

A moisturizer WITH SPF 30?
That's just really good sunscreen.

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NANA

A grandmother would never ever
ever steal from their grandchichen.

HALO GLOW BEAUTY WAND

A liquid applicator often
believed to help you "glow off."

SHOP NOW

TREVOR

Influencer Trevor has motive, a flawless
contour and a seemingly endless supply of
Glow Reviver Lip Oil among dozens of other
e.l.f. Cosmetic products.

GLOW REVIVER LIP OIL

We've found that this product a. does not stick
b. is comfortable c. is infused with nourishing oils
and d. has a refreshing minty scent.

SHOP NOW
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THE COS-CRIME EPIDEMIC

Intergenerational cosmetic larceny aka cos-crime aka "e.l.f.-pinching" is an
epidemic that
isn't just happening at the rival high school. It's happening in your town, in
your neighborhood-
in your very own home. Here are some concerns expressed by the e.l.f. community.


HAVE YOU BEEN TARGETED BY COSMETIC CRIMINALS?


CLICK BELOW TO FILE YOUR REPORT.

REPORT A COS-CRIME



GO BEHIND THE SCENES WITH NIECY NASH


AKA AGENT BOUDREAUX




E.L.F. COSMETIC SECURITY

Make sure this doesn't happen to you! To counter the rise is cos-crime,
we've created a collection of Cosmetic Security items designed to keep your
e.l.f. cosmetics safe and secure, while stylishly concealed.

SHOP THE KIT, $22
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BEAR CONCEALER

If you can't bear to lose your favorite
e.l.f. products you won't find a cuter
security guard.

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FAUX PLANTER

When you can't catch them
red-handed you turn to your green thumb.
This potted plant will soil any theft's plans.

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UNDERCOVER BESTSELLER

A book that no one wants to read
red-handed you turn to your green thumb.
This potted plant will soil any theft's plans.





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Clean beauty should be readily accessible to all, that's why our award-winning
makeup and skincare continues to be available at affordable drugstore prices.
Always vegan, our professional quality cosmetics are filled to the brim with
cruelty-free goodness, and never tested on animals – garnering the Leaping
Bunny! stamp of approval. In efforts to reduce our environmental impact, e.l.f.
Cosmetics launched Project Unicorn, a commitment to stripping down cluttered
packaging for more sustainable options. Since 2019, e.l.f. has eliminated over
one million pounds of excess packaging waste.

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Clean beauty should be readily accessible to all, that's why our award-winning
makeup and skincare continues to be available at affordable drugstore prices.
Always vegan, our professional quality cosmetics are filled to the brim with
cruelty-free goodness, and never tested on animals – garnering the Leaping
Bunny! stamp of approval. In efforts to reduce our environmental impact, e.l.f.
Cosmetics launched Project Unicorn, a commitment to stripping down cluttered
packaging for more sustainable options. Since 2019, e.l.f. has eliminated over
one million pounds of excess packaging waste.


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HELP

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DISCOVER E.L.F.

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SERVICES

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