During the entire month, the brand will be launching a new product. Every. Single. Day. And prices start at $1.
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“Our beauty enthusiasts are always looking for their next must-have beauty products, and we pride ourselves on delivering the latest on trend items to them—fast,” says e.l.f.’s vice president Mara McCune. “Plus, fall is the perfect time to refresh your makeup bag. We thought it would be so fun to launch a new item every single day and give our fans all the inspiration they need to swap in some new favorites.”
But seriously, how does one brand bring so much to the market in so little time? As McCune explains, the company has a unique innovation model that allows them to go from concept to launch extremely quickly, although she does admit it’s not totally simple. “Launching 30 products in 30 days took some coordination, but it is a natural extension of what we do best: Make high-quality, luxurious beauty for all, every single day.”
The rollouts will include items for the eyes, lips and face, including makeup and skin care, as well as launches that the brand considers first-to-mass. Some highlights include:
September 8: Silicone Blender & Highlighting Sponge Duo ($10)
This silicone-meets-precision sponge makes makeup application—including the sometimes harder-to-master task of highlighting and concealing—pretty much effortless.
September 22: Mattifying Bubble Mask ($14)
A must before makeup, you can actually create a matte finish that lasts for a really long time with this leave-on-for-a-few-minutes mask.
September 28: Satin Eyeliner Pencils ($1)
Four versions of these creamy, pigmented pencils glide on smoothly for a satiny, stay-put finish that won’t have you dipping into your savings.
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