e.l.f. Cosmetics Makes New Commitments To Clean Beauty
Group shot of Pure Skin Collection
The concept of “clean beauty” is a hot topic in beauty today with a lot of definitions circulating in the industry. But for e.l.f. Cosmetics, it’s quite clear – all e.l.f. products – cosmetics and skincare – meet the highest standards of clean. Every formula complies with the European Union Cosmetics Regulation (EUCR) and FDA requirements.
“Premium quality at an extraordinary value is at the heart of e.l.f.’s superpowers, and we are continuously challenging ourselves to be at the forefront of innovation with our incredible prices.”
While many of e.l.f.’s products were already clean, over the past several months the team has reformulated over 350 SKUs. There are now over 1,600 ingredients that e.l.f. does not use. Additionally, e.l.f. only formulates its cosmetics and skincare products with non-toxic ingredients that are safe, vegan and cruelty-free.
SQUEAKY CLEAN PRICING e.l.f.’s journey to clean has never sacrificed value. “We’re committed to making…
clean beauty accessible to every eye, lip and face,” says Kory Marchisotto, Chief Marketing Officer for e.l.f. Beauty.
“Premium quality at an extraordinary value is at the heart of e.l.f.’s superpowers, and we are continuously challenging ourselves to be at the forefront of innovation with our incredible prices.” THE DIRT ON CLEAN BEAUTY According to Dr. David Valia, Head of Research and Development for e.l.f.
Beauty, “There are a lot of misconceptions around clean beauty. One of the biggest myths is that some people think that all preservatives are bad and should not be added to clean beauty products.” Valia shared an example using phenoxyethanol, a preservative used in many cosmetics and personal care products.
“Since most cosmetics are water-based and water breeds bugs, certain preservatives like phenoxyethanol are a safe and effective preservative to kill those bugs.” Any preservatives that have been studied and found to be harmful to your health are banned from e.l.f. formulas. All e.l.f…
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