It’s a must-have staple in my skincare routine, thanks to the nourishing, lightweight formula. Come wintertime, my skin ...

Beauty, Inc. ELF and The Estee Lauder Companies Inc. EL are two influential players in global beauty, operating at different ends of the market while competing across several overlapping categories.

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One family’s Elf on the Shelf didn’t go quite as planned this year. In a TikTok post, a mom who goes by the username ...

As Christmas Day draws closer, families search for unique ideas to keep the Elf on the Shelf magic alive. Here are five fun ideas.

On an early September morning in New York City, Hailey Bieber’s beauty brand, Rhode, was a few hours away from launching at ...

Based on SPINS data through Nov. end, e.l.f.’s share gains slowed in the second quarter of fiscal 2026 across two of its four key categories. While trends improved into October and November, rivals ...

We tried the Soft Glam Satin Concealer out for weeks to see if it could cover acne, dark circles, and hyperpigmentation.

In a notoriously competitive market, Elf has carved a formidable position thanks to bold marketing moves. At the helm is WFA Global Marketer of the Year nominee Kory Marchisotto, who is leading with a ...

Roblox launch brings real-world makeup precision with advanced avatar models to a community-led, co-created experience that empowers self-expression. e.l.f. Beauty (NYSE: ELF), the bold disruptor with ...

If you purchase an independently reviewed product or service through a link on our website, SheKnows may receive an affiliate commission. While some of us might be trying out some ghoulish makeup for ...

Matt Rife is one of the most controversial names in standup comedy. The former Wild ‘n Out cast member parlayed early success on MTV into sitcom roles on Fresh Off the Boat and Brooklyn Nine-Nine, ...