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Holiday Helpers

e.l.f. brings some timely pre-Christmas cheer.
Holiday Helpers e.l.f. brings some timely pre-Christmas cheer.

In today's bleak economic climate, cutting corners becomes a viable temptation. Our jaded little selves have become embittered by the cruel thought that quality beauty does come at a price.

Enter e.l.f.—a delightful little monogram of “Eyes, Lips, Face” and every bit as bright and chipper as it sounds—a New York-based company that's now thankfully on this side of the Pacific via the ingenious efforts of Sichel & Sichel Enterprise and its retail partnerships. The brand gives us no excuse to let beauty indulgences fall by the wayside in these hard-up times.

Having the buzz about the product since its 2004 beginnings is almost an everyday occurrence for the brand, which astoundingly manages to keep its price points at a mind-blowing USD $1 a pop (well, rounded off to a still stupefying P130 locally). The cosmetic and beauty tools line has already been featured in spreads in InStyle and Lucky and have had full-page testimonials in golden ticket O Magazine and Good Housekeeping in the United States. It earned its growing cult following through a streamlined spotlight on product value for money and having less focus on glossy packaging and marketing (they're all about the online abroad: all advertising comes from editorial word of mouth and viral feeds through their e-commerce website, www.eyeslipsface.com).

Revolutionizing the beauty industry with its remarkable high-value, low-price products, e.l.f.'s line runs the beauty gamut, from compacts to liners, shadows, mineral makeup and even false eyelashes and nail care. They've got some hardware offerings as well, including brushes, applicators, lash curlers and sponges to the mix (we're partial to the lip plumpers and all-in-one color sticks ourselves, which we're told is a brilliant, overachieving knock-off of NARS fave The Multiple.).

A few shrewd beauty buzzers might have spied the economically fantabulous stocking stuffers in both upscale Rustan's Makati and drugstores like Watson's (the only label to do so, might we add—seriously, it's that cool). But for those still on the hunt, get your clicker fingers at the ready when they launch their official Philippine website at the end of the month.

Cheap? Check. Downright awesome? Check. Whatever else would you want?

Click on for pictures of the phenomenon.

—Eunice Lucero, Beauty Editor

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