While many of e.l.f.’s products were already clean, over the past several months the team has reformulated over 350 SKUs. There are now over 1,600 ingredients that e.l.f. does not use. Additionally, e.l.f. only formulates its cosmetics and skin care products with non-toxic ingredients that are safe, vegan and cruelty-free.
Any preservatives that have been studied and found to be harmful to health are banned from e.l.f. formulas. All e.l.f. products are formulated without parabens, phthalates, formaldehyde, nonylphenol ethoxylates, triclosan, triclocarban, toluene, coal tar, lead, mercury, acrylamide and hydroquinone.
Furthermore, all fragrances follow International Fragrance Association (IFRA) standards; all colorants meet FDA and EU purity standards; and all products meet microbial challenge testing requirements to keep products fresh for the life of the product.
“We’re committed to making clean beauty accessible to every eye, lip and face,” says Kory Marchisotto, chief marketing officer for e.l.f. Beauty. “Premium quality at an extraordinary value is at the heart of e.l.f.’s superpowers, and we are continuously challenging ourselves to be at the forefront of innovation with our incredible prices.”
New Pure Skin Collection
e.l.f. Skin’s latest innovation is all about clean skin care. The new dermatologist-developed Pure Skin collection is clean, vegan and cruelty-free.
The collection features nourishing ingredients, including oat milk and niacinamide, that are gentle and safe for sensitive skin while keeping skin looking and feeling healthy. Pure Skin is also fragrance-free, and like all e.l.f. Skin products, formulated without parabens, sulfates and phthalates.
Products in the collection include Pure Skin Cleanser, Pure Skin Toner and Pure Skin Moisturizer.
“We’re so proud of the progress we’re making on clean beauty and Pure Skin is the next step in the journey,” added Marchisotto. “As with everything in the e.l.f. family, this collection will be held to the strictest clean standards and to delivering extraordinary quality and value.”
Pure Skin is available on e.l.f.’s website and at retailers across the U.S. including Target, Walmart and Ulta Beauty both in-stores and online.