OAKLAND, Calif.–(BUSINESS WIRE)–The idea of “clear magnificence” is a scorching matter in magnificence right this moment with a variety of definitions circulating within the trade. But for e.l.f. Cosmetics, it’s fairly clear – all e.l.f. merchandise – cosmetics and skincare – meet the best requirements of fresh. Every system complies with the European Union Cosmetics Regulation (EUCR) and FDA necessities.
While a lot of e.l.f.’s merchandise had been already clear, over the previous a number of months the group has reformulated over 350 SKUs. There are actually over 1,600 substances that e.l.f. doesn’t use. Additionally, e.l.f. solely formulates its cosmetics and skincare merchandise with non-toxic substances which are secure, vegan and cruelty-free.
SQUEAKY CLEAN PRICING
e.l.f.’s journey to clear has by no means sacrificed worth. “We’re dedicated to making clear magnificence accessible to each eye, lip and face,” says Kory Marchisotto, Chief Marketing Officer for e.l.f. Beauty. “Premium high quality at a unprecedented worth is on the coronary heart of e.l.f.’s superpowers, and we’re constantly difficult ourselves to be on the forefront of innovation with our unimaginable costs.”
THE DIRT ON CLEAN BEAUTY
According to Dr. David Valia, Head of Research and Development for e.l.f. Beauty, “There are a variety of misconceptions round clear magnificence. One of the most important myths is that some folks assume that every one preservatives are dangerous and shouldn’t be added to clear magnificence merchandise.” Valia shared an instance utilizing phenoxyethanol, a preservative utilized in many cosmetics and private care merchandise. “Since most cosmetics are water-based and water breeds bugs, sure preservatives like phenoxyethanol are a secure and efficient preservative to kill these bugs.”
Any preservatives which have been studied and located to be dangerous to your well being are banned from e.l.f. formulation. All e.l.f. merchandise are formulated with out parabens, phthalates, formaldehyde, nonylphenol ethoxylates, triclosan, triclocarban, toluene, coal tar, lead, mercury, acrylamide and hydroquinone.
Want extra dust on e.l.f. clear requirements? All fragrances comply with International Fragrance Association (IFRA) requirements; all colorants meet FDA and EU purity requirements; and all merchandise meet microbial problem testing necessities to maintain merchandise recent for the lifetime of the product. That’s a clear invoice of magnificence well being!
NEW! E.L.F.’S DERM-DEVELOPED PURE SKIN
e.l.f. SKIN’s newest innovation is all about clear skincare. The new dermatologist-developed Pure Skin assortment is clear, vegan and cruelty-free. The assortment options nourishing substances, together with oat milk and niacinamide, which are light and secure for delicate pores and skin whereas protecting pores and skin feeling and looking wholesome. Pure Skin can also be fragrance-free, and like all e.l.f. Skin merchandise, formulated with out parabens, sulfates and phthalates.
Indulge your s-e.l.f. in these three easy steps to stunning pores and skin:
Step 1: Cleanse. Pure Skin Cleanser is a non-foaming cleanser that lightly cleanses with a clear formulation. It options oat milk, allantoin and niacinamide. $9.
Step 2: Tone. Pure Skin Toner comprises oat milk, aloe juice and niacinamide to nourish, moisturize and calm the pores and skin. $9.
Step 3: Moisturize. The non-comedogenic Pure Skin Moisturizer comprises oat milk and niacinamide. It nourishes and hydrates for mushy, healthy-looking pores and skin. $9.
“We’re so happy with the progress we’re making on clear magnificence and Pure Skin is the subsequent step within the journey,” added Marchisotto. “As with all the things within the e.l.f. household, this assortment might be held to the strictest clear requirements and to delivering extraordinary high quality and worth.”
Pure Skin is accessible on elfcosmetics.com and at main retailers throughout the U.S. together with Target, Walmart and ULTA Beauty each in-stores and on-line.
About e.l.f. Cosmetics
Since 2004, e.l.f. Cosmetics has made one of the best of magnificence accessible to each eye, lip and face. We make high-quality, prestige-inspired cosmetics and skincare merchandise at a unprecedented worth and are proud to be 100% vegan and cruelty-free. As one of many first on-line magnificence manufacturers, e.l.f. continues to entice a extremely engaged viewers and set benchmarks with new digital platforms. Our model is extensively out there at main retailers equivalent to Target, Walmart and ULTA Beauty, and has a rising worldwide presence together with at Boots, Superdrug and Douglas. Learn extra by visiting www.elfcosmetics.com.
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