Editor
In 2004, the idea of selling $1 lipstick on the internet was radical.
But months after its founding, E.l.f. was transforming the way consumers thought about beauty doing just that. Co-founders Joey and Alan Shamah’s proposition of making inexpensive yet quality makeup for every eye, lip and face — e.l.f. — was paying off. Shoppers realised they didn’t have to spend more than $10 for makeup and they certainly didn’t have to go to…
