In today’s world, finding high-quality makeup with a drugstore price tag feels impossible. When we walk into stores like Sephora, the shelves are stocked with products retailing for $50 or more. Especially, as we search for clean, ethical and sustainable brands. Though we may feel like splurging on these products is our only option, there may be a better alternative. E.L.F. (eyes, lips, face), is a drugstore beauty brand that offers high-quality “dupes” at a fraction of the cost. All while remaining cruelty-free, vegan and affordable.
What are “Dupes?”
“Dupes,” short for duplicates, are affordable alternatives to high-end and luxurious items. Though dupes have been popular in the fashion industry for years, they recently took the beauty world by storm. On TikTok, many influencers find dupes to viral beauty products and compare them to the original. Ultimately, hoping to find an alternative option at a more achievable price point for their viewers. Dupes attempt to mimic the look, feel and finish of luxurious beauty products.
E.L.F.’s Most Popular Dupes
One of E.L.F. ‘s first viral product was the Hydrating Camo Concealer, an iconic dupe for Tarte’s Shape Tape Full-Coverage Concealer. The E.L.F. version costs $7, while the Tarte version costs $32, respectively. With 0.203 fluid ounces of product in the E.L.F. version, the price per ounce is roughly $34.48 per fluid ounce. On the other hand, the Tarte version has 0.33 fluid ounces of product, at roughly $96.97 per fluid ounce. With both brands being cruelty-free and vegan, E.L.F. offers comparable quality at a more affordable price.
E.L.F. dupes soared in popularity when they began to dupe Charlotte Tilbury Beauty’s most viral products. Known for their filter-like finish, Charlotte Tilbury paves the way for luxury beauty. One of their most viral products, the Hollywood Flawless Filter, costs $49, respectively. As an alternative, E.L.F. Created the Halo Glow Liquid Filter, retailing for $14. For a fraction of the price, you can achieve a similar flawless look. Raving reviews on E.L.F. ‘s website state “It is a great dupe for charlotte tilbury! dare i even say better??? definitely get it 9/10.” With 4.7 out of 5 starts, it’s safe to say the E.L.F. version is worth a shot.
Since this success, E.L.F. has continued to dupe some of the most popular beauty brands. According to the Washington Post, E.L.F. “ has churned out dupes that rival offerings from prestige lines such as Charlotte Tilbury, Milk Makeup, Dior, Smashbox, Benefit, Laneige, Supergoop, Tarte and Anastasia Beverly Hills.” (Viral ‘dupes’ make E.L.F. the makeup brand of the moment, Peiser). Though E.L.F. may not be offering new product innovation to the beauty world, it is creating more accessible options.
E.L.F.’s Promise to Sustainability
What differentiates E.L.F. from other drugstore brands is that they honor sustainability while remaining affordable. E.L.F. products are clean, vegan, and cruelty-free. In an attempt to reduce waste, their Project Unicorn sustainability initiative has “eliminated 2.5 million pounds of excess packaging,” since 2019, as reported on E.L.F.’s website. E.L.F. proves that high-quality and sustainable products can be affordable and attainable.
Stop Sacrificing Your Values
Luckily, for your sake, E.L.F. allows you to embrace your values while staying on a budget. You no longer have to feel limited and sacrifice your values for affordability. Instead, you can rest assured knowing E.L.F. is paving the way for more affordable products that are good for you and the planet.
KYRA JACKSON 
Leave a comment