The Instyle team of beauty writers and editors rely on the Milk Makeup Hydro Grip Primer to help their makeup outlast concerts, outdoor music festivals, and long work days. Here’s our honest review of ...

The elf Pawer Grip Primer Dog Toy is a limited-edition plush dog toy based on the primer; and it’s selling out fast. It’s a ...

You’ve probably heard this said many times, but a lot of people use a primer before putting on makeup to get the best, long-lasting results. You don’t want your foundation or concealer sliding off ...

Of course, the Hydro Grip 12-Hour Gel Tint was inspired by the brand's viral, bestselling Hydro Grip Primer. "Our community ...

The right hydrating primer will get your foundation glowing all day long. These moisturising formulas are making the cut right ...

It’s not going anywhere. Prep skin with this gel-based face primer that has the power to grip your makeup while giving skin a natural finish for a smoother complexion. FOR ALL SKIN TYPES ...

I skip the Rare Beauty Soft Pinch Liquid Blush selling at $35. A great alternative is the e .l.f. Camo Liquid Blush which is ...

In an advertisement for e.l.f. Cosmetics, Jennifer Coolidge sat in front of a vanity packed with beauty products, wearing a ...

Previously only available in Sephora stores, the oft-viral color cosmetics brand will enter more than 600 Ulta doors in March.

The Big Game is here, and e.l.f. (NYSE: ELF) is making a new play, joining the live viewing experience and inviting the community to its pioneering fi ...