E.L.F. Intense Ink Eyeliner - Black Navy

e.l.f. Cosmetics was founded by Joseph Shamah and Scott Vincent Borba in June 2004. The duo originally met at a party in 2002; Shamah was a 23-year-old New York University business student. Borba was a 31-year-old Los Angeles beauty-industry veteran, responsible for previously launching brands such as Hard Candy cosmetics. Both were enthusiastic about an inexpensive, high-quality cosmetics line for women, and decided to form a company together. A few days after the party they sat down to brainstorm, and a business plan was created within months. Borba cls the idea originated from seeing women with expensive cars such as BMWs and Mercedes-Benzes buying bargain-price cosmetics at 99-cent stores in Los Angeles. e.l.f.(short for Eyes Lips Face) Cosmetics was officially launched in New York City on June 2004, also with the assistance of Shamah's her Alan. They continue to sell high-quality cosmetics at $1, $3, and $6 price points. On February 3, 2014, TPG Growth bought a majority stake in E.l.f. Cosmetics. Joey Shamah was replaced by Tarang P. Amin, who "has been appointed president, chief executive officer and director of E.l.f. Cosmetics". Product The company started with only 13 makeup products, but has since developed more than 300 products that include bath products, skin-care products, mineral-based makeup, professional tools, eyeliners, lipstick, glosses, blushes, bronzers, brushes, maa, and more. Most items cost $3. The variety of e.l.f. products allows the company to target a demographic with a broad age range, from teenagers to women in their 40s and 50s. The company carries different product lines, which include e.l.f. Studio, e.l.f. Minerals, and e.l.f. Essentials. There used to be e.l.f. Bath & Body, which includes moisturizers, , and fragrances.They have now stopped making those products. e.l.f. Studio - makeup line includes professional makeup for professional makeup artists and consumers. e.l.f. Minerals - consists of makeup made out of natural minerals. e.l.f. Essentials - includes "every-day" makeup supplies at lower prices, in an effort to be affordable. The newer e.l.f Elements line from e.l.f. Essentials also allows customers to customize their own makeup palette.

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• This quick dry formula instantly enhances the lash line with rich and long lasting color. The felt tip pen allows you to create a sleek or bold line with complete precision. It glides on smoothly without smudging, feathering, or running! Ingredients : Water (Aqua), Styrene/Acrylates/Ammonium Methacrylate Copolymer, Polysorbate 20, Ethyhexyl Palmitate, PEG 40 Hydrogenated Castor Oil, Xanthan Gum, Benzyl Alcohol, Methylchloroisothiazolinone May Contain: DC Black #2 (CI 77266) Net Wt. 0.056 oz / 1.6 g.
• This quick-dry formula instantly enhances the lash line with rich and long-lasting color. The felt tip pen allows you to create a sleek or bold line with complete precision. It glides on smoothly without smudging, feathering, or running!Ingredients: Water (Aqua), Styrene/Acrylates/Ammonium Methacrylate Copolymer, Polysorbate 20, Ethyhexyl Palmitate, PEG-40 Hydrogenated Castor Oil, Xanthan Gum, Benzyl Alcohol, Methylchloroisothiazolinone May Contain: DC Black #2 (CI 77266)Net Wt. 0.056 oz / 1.6 g.