e.l.f has always been a prominent brand in the makeup industry. However, over the years, other brands and products have also gained a platform, which makes it harder for e.l.f to compete. As a result, the brand took it upon itself to create dupes of other brands, meaning they sold similar products at a way more affordable price in hopes of increasing their revenue and reobtaining their prominent title.
Making their products more affordable shows how they mean what they say by having the slogan, “e.l.f. is for every eye, lip and face.” I appreciate e.l.f doing this because it accommodates less financially stable people. It allows them to also participate in fun makeup trends. For example, e.l.f. ‘s foundation, Halo Glow Liquid Filter, sold for $14, serves as a dupe for Charlotte Tilbury’s Hollywood Flawless Filter foundation which costs $49.00. It’s a dupe because it has exceptional quality and is not even half the cost of Charlotte Tilbury’s foundation. Another example of e.l.f. serving as a dupe for another brand is their Squeeze Me Lip Balm which is sold for only $4, as opposed to the Laneige Lip Glowy Balm sold for $18. Thanks to e.l.f., I can save more of my money and spend it on better things rather than just a lip balm.
With the help of the TikTok app, Gen Z’s passion for makeup has grown rapidly. The content created by TikTok users consists of filming videos called “Get Ready With Me” (GRWM). Typically, teenage girls are making these types of videos. They’re getting ready by putting makeup on while talking to the camera at the same time. One of the most common products that these content creators are using is, you guessed it, e.l.f. Due to the massive boom of e.l.f, students at BSM, including myself, got wind of it and contributed to e.l.f’s success by purchasing and using their products.
The company e.l.f. has come a long way since starting up in 2004. Over time, it has been considered one of the best drugstore makeup brands because of the products’ affordability and good quality. The results of e.l.f. sales have shown how it’s starting to take over the makeup industry, thanks to the influence of social media, the concept of dupes, and a Gen Z target audience.