E.L.F. Studio Eyeliner & Shadow Stick - Black / Smoke

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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• Achieve color intensity for your eyes with twist up ease (no sharpening required)! Glide on the dark soft gel liner to create dramatic definition to the eyes. The light reflecting pigments help line the eye subtly but intensely for a fuller more enhanced effect. Use the smooth glide shadow stick for soft highlighting color on the eyes to complement the liner for a polished and finished look. Perfect for creating an easy smoky eye! DIRECTIONS Glide on the dark soft gel liner to create dramatic definition to the eyes. Use the smooth glide shadow stick for soft highlighting color on the eyes to complement the liner for a polished and finished look. INGREDIENTS Eyeliner Ingredient: Synthetic Beeswax, Copernicia Cerifera (Carnauba) Wax, Ceresin Wax, Bis Diglyceryl Polyacyladipate 2, Phenyl Trimethicone, Cyclomethicone, Mica, Trimethylsiloxysilicate, BHT, Benzyl Alcohol, Methylchloroisothiazolinone, Methylisothiazolinone. May Contain:Iron Oxides (CI 77491 CI 77492 CI 77499), Titanium Dioxide (CI77891). Shadow Ingredient: Paraffin Wax, Microcrystalline Wax, Copernicia Cerifera (Carnauba) Wax, Castor Oil, Bis Diglyceryl Polyacyladipate 2, Petrolatum, Isopropyl Palmitate, BHT, Benzyl Alcohol, Methylchloroisothiazolinone, Methylisothiazolinone. May Contain:Iron Oxides (CI 77491 CI 77492 CI 77499), Titanium Dioxide (CI77891).
• Achieve color intensity for your eyes with twist-up ease (no sharpening required)! Glide on the dark soft gel liner to create dramatic definition to the eyes. The light-reflecting pigments help line the eye subtly but intensely for a fuller more enhanced effect. Use the smooth glide shadow stick for soft highlighting color on the eyes to complement the liner for a polished and finished look. Perfect for creating an easy smoky eye! DIRECTIONS Glide on the dark soft gel liner to create dramatic definition to the eyes. Use the smooth glide shadow stick for soft highlighting color on the eyes to complement the liner for a polished and finished look. INGREDIENTSEyeliner Ingredient: Synthetic Beeswax, Copernicia Cerifera (Carnauba) Wax, Ceresin Wax, Bis-Diglyceryl Polyacyladipate-2, Phenyl Trimethicone, Cyclomethicone, Mica, Trimethylsiloxysilicate, BHT, Benzyl Alcohol, Methylchloroisothiazolinone, Methylisothiazolinone. May Contain:Iron Oxides (CI 77491 CI 77492 CI 77499), Titanium Dioxide (CI77891). Shadow Ingredient: Paraffin Wax, Microcrystalline Wax, Copernicia Cerifera (Carnauba) Wax, Castor Oil, Bis-Diglyceryl Polyacyladipate-2, Petrolatum, Isopropyl Palmitate, BHT, Benzyl Alcohol, Methylchloroisothiazolinone, Methylisothiazolinone. May Contain:Iron Oxides (CI 77491 CI 77492 CI 77499), Titanium Dioxide (CI77891).