There are a ton of new items on e.l.f.’s website, but what really stuck out to me is that they are expanding their Essential line. E.l.f.’s Essential line is where e.l.f. started before the Mineral and Studio lines were added, and is usually priced at $1. These new items have a $2 price tag, but are part of the Essential line. Some items look to be updated versions of their old products, like the Nail Polish Remover Pads and the Blush (now with a brush). Other items like the Zit Zapping Concealer and the Lip Stain are totally new. I haven’t come across a reason for the increase in price, but I am hoping that it means an improvement in quality. Though I love the Studio line, e.l.f.’s Essential line has its hits and misses. There are some fantastic $1 products like the Eyelid Primer and the Super Glossy Lip Shines, but some Essential items are pretty crappy. I can’t wait to try some of these new Essential items to see if the quality has improved. As it stands now, any existing Essential items that have not been updated are still $1. I don’t know if that is going to change.
There are also some pretty innovative new items from e.l.f. in the other two lines. They are now offering a Mineral (powder) Face Cleanser, Lotion Wipes, and Shimmer (blush) Sheets. If you haven’t checked out e.l.f.’s website in awhile, you may be surprised by what you find. I do not know if the new items will be available at Target, but you can find everything at eyeslipsface.com. Be sure to sign up for their mailing list because e.l.f. is always offering coupon codes and special deals.