Gen X makeup enthusiasts rejoice! The iconic '90s shade is available in a mature-skin-friendly lip and cheek tint.

There is truly nothing else like it on the market,” Senior Social Media Marketing Manager Michelle Moezam raves.

LIKE many women, I’ve had all sorts of body hang ups – the wobbly tummy, untoned thighs and bingo wings. My lips, though, were never one of them. Even when wearing a basic lipstick, they always ...

The $20 product, available in six shades, adds to the brand's existing portfolio of makeup and body care, including lip oil, ...

Target just dropped a bunch of new e.l.f. products and these glow-boosting faves will quickly become your summer go-tos.

The colors go on scary dark, but once removed, they leave a natural-looking flush that won’t budge — even under a slippery lip gloss.

Hailey Bieber, wife of Justin Bieber, supermodel, influencer and beauty brand creator, just signed a billion dollar deal selling her cosmetic line Rhode to e.l.f.

Hailey Bieber launched her skincare brand Rhode in 2022. Just three years later, it's been acquired by ELF Beauty for a billion dollars.

Lip gloss keychains are taking over the beauty world and proving to be the accessory of the season. Here's how to shop *or* DIY the trend.

SZA has announced her beauty brand, Not Beauty, a lip collection that will feature lip glosses, ip stains, lip liners and lip creams.

The brand-new Glow Reviver Melting Lip Balm from e.l.f. Cosmetics is an under $10 staple with high shine and buildable color payoff.

Rimmel's new launch, Oh My Gloss, is charming beauty fans with a glossy pout minus the hefty price tag - you can swipe this beauty essential up for £9.99 ...