Elf Cosmetics: How the Budget Brand Outperformed Luxury Rivals
When the beauty industry was dominated by high-priced prestige brands, one company dared to challenge the status quo. Eyes Lips Face (elf) Cosmetics emerged in 2004 with a simple yet revolutionary promise: affordable, high-quality makeup that didn’t cut corners. Two decades later, the brand has not only survived but thrived, becoming a staple in the…