If you're into makeup, or even just occasionally walk into Target's beauty section, you're probably familiar with e.l.f. Cosmetics. This budget beauty brand is known for its superb products at even better prices, and now, e.l.f. Cosmetics is making it's way to Ulta, so you can buy all of your favorite makeup in one wonderful place.
e.l.f. Cosmetics has already hit Ulta's website, but according to a report on WWD, e.l.f. will start placing its products in physical Ulta locations, and if it goes well, I'm assuming they'll slowly try to get into more Ulta stores nationwide, until they're in every store across the country. One step closer to world domination.
e.l.f. hasn't revealed how many Ulta locations they plan on going into or what products will be on the shelves, but honestly, I'm sure whatever products they put in Ulta stores will be a hit, because e.l.f.'s products are super high quality, and also incredibly affordable. They're a cult favorite for a reason.
e.l.f. has been killing the game lately thanks to their recent blogger collabs. The most recent collab is a lip palette with influencer Iris Beilin, which was an instant hit with beauty enthusiasts. They've also recently reformulated their eight different mascaras, and they've released a vault collection filled with their best products, including two lipsticks, four eye shadow palettes, and three lip pencils. It's safe to say that people can't get enough of e.l.f.
And now that e.l.f. Cosmetics products will be available in Ulta stores, we can assume that it'll only get bigger and better from here.