Whereas a lot of e.l.f.’s merchandise had been already clear, over the previous a number of months the crew has reformulated over 350 SKUs. There are actually over 1,600 substances that e.l.f. doesn’t use. Moreover, e.l.f. solely formulates its cosmetics and skincare merchandise with non-toxic substances which are protected, vegan and cruelty-free.
Any preservatives which have been studied and located to be dangerous to well being are banned from e.l.f. formulation. All e.l.f. merchandise are formulated with out parabens, phthalates, formaldehyde, nonylphenol ethoxylates, triclosan, triclocarban, toluene, coal tar, lead, mercury, acrylamide and hydroquinone.
Moreover, all fragrances observe Worldwide Perfume Affiliation (IFRA) requirements; all colorants meet FDA and EU purity requirements; and all merchandise meet microbial problem testing necessities to maintain merchandise contemporary for the lifetime of the product.
We’re dedicated to creating clear magnificence accessible to each eye, lip and face,” says Kory Marchisotto, chief advertising officer for e.l.f. Magnificence. “Premium high quality at a unprecedented worth is on the coronary heart of e.l.f.’s superpowers, and we’re constantly difficult ourselves to be on the forefront of innovation with our unbelievable costs.”
New Pure Pores and skin Assortment
e.l.f. Pores and skin’s newest innovation is all about clear skincare. The brand new dermatologist-developed Pure Pores and skin assortment is clear, vegan and cruelty-free.
The gathering options nourishing substances, together with oat milk and niacinamide, which are mild and protected for delicate pores and skin whereas retaining pores and skin feeling and looking wholesome. Pure Pores and skin can be fragrance-free, and like all e.l.f. Pores and skin merchandise, formulated with out parabens, sulfates and phthalates.
Merchandise within the assortment embrace Pure Pores and skin Cleanser, Pure Pores and skin Toner and Pure Pores and skin Moisturizer.
“We’re so pleased with the progress we’re making on clear magnificence and Pure Pores and skin is the following step within the journey,” added Marchisotto. “As with every little thing within the e.l.f. household, this assortment shall be held to the strictest clear requirements and to delivering extraordinary high quality and worth.”
Pure Pores and skin is out there on e.l.f.’s website and at retailers throughout the U.S. together with Goal, Walmart and Ulta Magnificence each in-stores and on-line.