Last Updated on 01/05/2023
TPG Growth is the parent company of elf cosmetics. Elf is a participant of PETA’s Beauty Without Bunnies campaign since 2007. Also a supporter of PETA’s Fur-Free campaign. It is clear that Elf does not test on animals in any way. Neither the brand nor the supplier test on animals.
Do you think cruelty-free makeup is just high-end? Allow Eyes Lips Face Cosmetics aka e.l.f. Cosmetics to burst your bubble! They claim to be a cruelty-free brand. But there’s talk of ELF’s China connection too. As a result, you may question whether ELF is true to its word.
There’s no denying, ELF provides superb quality makeup & brushes at an unimaginable price. Many of us started our makeup journey with Elf. I still come back to ELF time & again just for the sheer goodness of the formula & quality at an amazing price.
That ‘how’s and ‘why’s of ELF’s being both cheap and cruelty-free often intrigues its loyal customers, including me. They also claim to be vegan. Truly, ticks all the boxes of value-added makeup! Here’s the backstage story of this affordable makeup brand.
Is ELF Cruelty Free & Vegan in 2023?
ELF – Past & Present
2004 – e.l.f. Cosmetics was established in California, US in 2004 by Joseph Shamah and Scott Vincent Borba. Young business student Shamah & makeup artist Borba wanted to provide professional quality makeup at drugstore prices. They wanted their makeup to be at discount stores & loved by all categories of beauty enthusiasts.
2014 – TPG Growth acquired ELF in 2014.
Currently – Currently, ELF Cosmetics is available in 18 countries including the US, Australia, Canada, and the UK. You’ll find this Allure, Glamour and Good Housekeeping featured brand in Target, Ulta, and Walmart.
What does the brand say about its Cruelty-Free Outlook?
According to ELF’s official statement,
“We do NOT test on animals or endorse such practices. Our products do not contain animal-derived ingredients. Beeswax has been replaced by synthetic beeswax and lanolin has been replaced by Bis-Diglyceryl Polyacyladinpale-2. We currently support HSUS and are partners with PETA in the Caring Consumer Project.”
ELF does not test any of its ingredients on animals. They do not engage third parties i.e. testing laboratories to run cruelty tests on their finished product. ELF avoids direct selling to those countries where animal testing is a mandatory practice for every imported cosmetic. For example, China.
Cruelty-Free Timeline
2004 – Since its beginning days, ELF had an active presence in the cruelty-free community.
2005 – In 2005, just one year after its launch, ELF joined PETA’s Beauty Without Bunnies campaign. They made it very clear that they won’t settle for any cruelty-based ingredients to create their makeup.
2007 – In 2007, it joined PETA’s Fur Free campaign with its faux leather tweezer packs. ELF won PETA’s most prestigious Trail-Blazer Award for its no-budge commitment towards animal welfare. To this date, ELF is a loyal supporter and donor of PETA’s worldwide cruelty-free movement.
Is ELF Cruelty Free?
ELF manufactures in China, but still claims to be cruelty-free. How so? Here is your answer!
Yes. ELF is PETA Beauty Without Bunnies certified cruelty-free brand. ELF doesn’t test its products on animals at any stage of the manufacturing process. They don’t engage ingredient suppliers who run animal tests on supplied ingredients.
Also, they don’t sell their products in physical or offline stores in China, to avoid animal testing. ELF makes some of its products in China maintaining its cruelty-free status intact.
Does ELF manufacture in China?
Yes. ELF manufactures some of its products in China. For instance, their brushes. But if you’re wondering why are e.l.f. Cosmetics made in China. Nobody knows exactly why, but this is how they provide super cheap products – by manufacturing in China.
However, there’s another side of the story. ELF does make products in China but they don’t sell there. They manufacture only and export. China’s cosmetic safety policies don’t apply to ‘to be exported’ products in the skincare, haircare, and makeup category. Rest assured, ELF products are still cruelty-free.
Does ELF sell in China?
Yes. ELF sells in mainland China but not by ‘direct marketing’. That means you won’t find ELF products at any offline stores there.
You have to place an overseas order at the online website. China’s product safety policy mandates animal testing for products sold in ‘physical’ stores. Overseas online deliveries are free from this inhuman testing. So, ELF remains cruelty-free even after being sold in China.
Is it vegan?
ELF always highlights its products as vegan-friendly. It used to make horse hair brushes in the past. However, now they have shifted to synthetic fiber to make their makeup applicators and brushes.
They also transformed all their non-vegan products into vegan now. Ditched animal-derived lanolin and carmine. As a result, started using their lab-prepared substitutes.
Let me remind you of one thing here. ELF products are definitely ‘vegan’ but not organic or all-natural.
Do I recommend ELF?
ELF products are cruelty-free, vegan, noncomedogenic & hypoallergenic. They are also free from harmful chemicals like paraben, phthalates, hydroquinone. In spite of manufacturing their products in mainland China, they don’t reach out to the direct selling market of China.
It provides clear answers to user queries regarding animal testing. They also provide detailed information regarding vegan substitutes for animal ingredients. So, you may buy ELF with all your heart’s content.
Not only animals will love you for this, but your wallet will also!
5 Highly Recommended Products
- e.l.f. Poreless Putty Primer
It is one of the bestsellers. Want a perfect flawless canvas for the base makeup to roll on? This one Is the best drugstore shot. It is best suitable for dry to combination skin. They have other variants in this range such as Matte and Luminous.
- Elf Hydrating Camo Concealer
e.l.f. Cosmetics Hydrating Camo Concealer, often compared to high-end products like Tarte Shape Tape is a medium to full coverage concealer for those pesky dark circles. The newly upgraded formula is enriched with hydrating rose water. It is available in 25 shades at $6. Overall, a hydrating, good coverage concealer. Blends smoothly and is quite lightweight.
- Instant Lift Brow Pencil
This $2 brow pencil makes many big names in the eyebrow makeup run for the money. This longtime bestseller comes with a wide shade range and provides naturally fuller brows. Available in 6 shades, it is easy to work with, and you can get it off easily too. Color intensity is natural, and the brush is nice as well.
- Baked Highlighter
Looking for a highlighter for an all-in-one glow? Studio Baked Highlighter is what you need! It is a finely milled no-chunk powder. This highlighter adjusts according to the skin tone and provides an instant lift to the face. A good highlighter for sure with nice pigmentation, at just $4!
Shop here: E.L.F(All shades available)| Ulta
Elf Cosmetics Flawless Foundation
The 40 shade wide range of Elf Cosmetics Flawless Finish Foundation is one of the best demi-matte foundations in the affordable range. The lightweight formula provides awesome coverage too! These are just $6 and offer good pigmentation.
Shop here: Official Site (Find all the shades here!) | Ulta
Elf Cosmetics is entirely vegan! The brand has replaced animal-derived ingredients such as beeswax, lanolin with ethical substitutes. To conclude, elf cosmetics is a cruelty-free and vegan drugstore brand.
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