has stayed true to its mission from day one and continues to surpass expectations. "Although a vast audience, we uncovered that their wants are remarkably similar: access to the best of beauty, without compromising their wallets or the value of their products."Į.l.f. is for the maximalist and minimalist, the young and the mature, of any gender. "We (re)discovered that our target audience is any and every eye, lip, and face," Kory Marchisotto, chief marketing officer, tells Byrdie. prides itself on keeping its finger on the pulse of the customer's needs and wants via online reviews, in-store consumer feedback, and social media. It also spends very little money on traditional advertising or celebrity endorsements, instead relying heavily on social media exposure and crowdsourcing. The brand says it can keep its cruelty-free products at a low price point thanks to its relationships with suppliers and manufacturers abroad. Instead, they created products that performed well above their price tags. But unlike fast fashion, the Shamahs vowed to disprove the notion that cheap products meant low-quality results. Inspired by the success of fast fashion, the duo set out to recreate that industry's model-low prices, quick turnarounds, and trendy aesthetics-for the beauty world. was founded by father-son entrepreneurs Alan and Joey Shamah, who collectively spent over 30 years in the apparel business. Since then, the brand has expanded into a beauty empire spanning cosmetics, tools, and skincare.Į.l.f. At the time of launch, every product cost just $1, making it one of the only mass cosmetics companies to offer such low prices. (which stands for ) made its mark on the beauty scene in 2004 with an arsenal of items that delivered major results. With a price point to satisfy even the most frugal beauty lover, e.l.f. Other Brands You'll Love: Keys Soulcare, Well People, Naturium Most Popular Product: The Poreless Putty Primer, which the brand claims is the #1 bestselling primer in Americaįun Fact: On August 29, 2023, e.l.f. Get it from Mane Club for $10 or Amazon for $9.95.Founded: Joseph Shamah and Scott Vincent Borba in 2004īest Known For: High-quality vegan and cruelty-free beauty at minimal markups, disruptive social media presence I will make sure to keep a bottle on hand for the rest of forever. It has made a drastic difference in the manageability of my wavy and frizzy hair. But this 10-in-1 treatment takes the cake!" Read her full Mane Club's 10-in-1 spray review (it's #8). Normally I'd apply a heat protector and an oil treatment or leave-in conditioner before blow-drying. This stuff has become my go-to for spraying on my wet hair and then blow drying. Basically, a lot of stuff ends up in the trash or pawned off on my (grateful) friends when it isn't a fit for me. Lots of products have either straight-up failed, been meh enough for me to not recommend, or fantastic but so costly that I feel guilty recommending them. Mane Club is an NYC–based small business that specializes in cruelty-free and vegan hair products.īuzzFeed Shopping editor Elizabeth Lilly loves this and says: "I have a very thick head of naturally curly hair and have put it through just about everything, including all kinds of hot tools, at-home dye kits, the gamut of shampoo and conditioner types, basically every dry shampoo and hair oil in existence, and just about anything else to try for a story for you dear readers. It can condition, detangle, offer heat protection, hydrate, prevent breakage, smooth, soften, boost shine, control frizz, and help strengthen hair. Get it from Amazon for $6.98+ (available in three colors). It really makes the scalp feel better, and combine it with a mint shampoo or conditioner and your dandruff with be gone!" - Jm I absolutely love this thing and will continue to use one of these forever. since I've started using this I have not had ONE day with dandruff. Promising review: "I'd always had occasional dandruff especially in the winter months. And I'm echoing a ton of reviewers here when I say it just feels reeeeeally, really nice." I've noticed that my hair has been a little less greasy at the roots since I started using it. I was worried it might tangle in my hair, but it was totally fine on that front, too. I have a whole lot of hair on my head so sometimes it's a struggle to feel like I've soaped up my whole scalp thorough, but this was a very effective way to spread out the suds and really get them to the roots. BuzzFeed writer Emma Lord also loves this lil' massager and raved: "I started using one of these a few months ago and WOWZA, it really helps you get extra mileage out of your shampoo.
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