e.l.f. beauty‍
your best s.e.l.f.

a series of expert beauty editorial written for the e.l.f. word—e.l.f. beauty’s beauty blog, spanning e.l.f. Cosmetics and e.l.f. SKIN. authored with deep category knowledge, brand voice, and audience need—translating products, ingredients, benefits, routines, and education into clear, engaging narratives grounded in audience-first storytelling that feel both informed and accessible.

each piece was crafted to live natively within the brand’s editorial ecosystem while supporting long-term SEO performance and discovery—balancing credibility, clarity, and accessibility across both brands’ digital platforms.

the work was developed in close collaboration with e.l.f.’s team—an open, thoughtful partnership grounded in trust, care, and clarity throughout the process.

Close-up of a woman's face with smooth skin, lips slightly parted, lying down with her head resting on her hand, holding a bottle of elf sleep oil near her face.

Why You Should be Using Retinoids in Your Nightly Skincare Routine

Discover the benefits of using a retinoid facial oil in your skincare routine. Learn how this skin loving ingredient can help the appearance of fine lines and wrinkles.

A hand holding a blue bottle of Holy Hydration! ELLE Off Makeup Remover, with a drop of liquid falling from the opening onto a white cotton pad.

The Importance of Makeup Remover: Why You Should Be Using One

Makeup remover is an essential part of any skincare routine, and here’s why.

Close-up of a woman applying foundation makeup with a brush on her cheek.

Water-based vs. Silicone-based Face Primer and Foundation

Not sure what the difference is between water-based and silicone-based face primer and foundation? Here’s the main differences, similarities, and which one you should be using.

Three bottles of e.l.f. skincare products on a light blue surface with a blue background. One is a pink bottle of pore-fecting toner, another a blue bottle of drops, and the third a tube of sensitive skin barrier cream.

Best Practices for Avoiding Dry Skin During the Winter

Nourish winter-dry skin with e.l.f. SKIN. Discover hydrating routines and moisture-rich products to soothe, protect, and glow all season—perfect for dry skin.

A woman with smooth skin holding a tube of e.l.f. CAMO Hydrating CC Cream near her face. The focus is on her face and the skincare product in a close-up shot.

Sunscreen Makeup Hybrids: Your New Summer Staple

It’s summer and you know what that means—sunscreen is an absolute must! Sunscreen makeup hybrids make it easy to stay on track. Here’s why we love and you will too.

Close-up of a woman with clear skin, showing a skin patch on her cheek, and a box of e.l.f. skincare blemish patches with a blister pack of round patches beside it.

How Do Pimple Patches Work?

Pimple patches help to flatten active breakouts to promote faster healing. Read more to learn why pimple patches are a great addition to any acne-prone skincare routine.

Close-up of a woman with skincare products on her cheek, showcasing the application of elf skincare products.

Bronzing Drops and Holy Hydration! Face Cream: Your Dream Fall Duo

Are you loving the trend of mixing your bronzing drops with face moisturizer as much as we here? If so, here are some of our favorite tips to get that glow.

A green bottle of e.l.f. Skin Blemish Breakthrough Acne-Treating Body Mist with a spray nozzle on a white platform, with a close-up of a woman's face showing clear skin on the right.

5 Tips to Help Get Acne-Prone Skin Ready for Summer

Don’t want to deal with breakouts this summer? Trust us, no one does! Here are 5 tips that may help you dodge those annoying breakouts this season.

Close-up of a woman with fair skin wearing orange sunglasses with red-tinted lenses, holding a pink sunscreen tube near her cheek, with a pink background.

Why You Need SPF Lip Gloss: What It Does and How It Protects Your Lips

We know face sunscreen is a total must, but what about lip SPF protection? Here’s why SPF lip gloss is a must.

A makeup brush with black bristles and pinkish-beige eyeshadow makeup on the top of its bristles, next to a smiling woman with dark braided hair, dimples, and closed eyes, making a playful facial expression.

Why a Kabuki Brush is a Must Have in Your Makeup Bag

Not sure what kabuki brushes are actually used for? We’ve been there. Fortunately, they have many uses! Here’s why you should add a kabuki brush to your makeup bag.

A jar of Elf Skin face cream with hyaluronic acid and peptides, called Holy Hydration!, with the cream visible on top, surrounded by water and ice on the left side, and several glass test tubes with blue liquid and droplets on the right side.

The Difference Between Moisturizer and Facial Oil

Choosing skincare products can get tricky—there’s so many options! But don’t worry, we’ve got you covered. Here are some of the main differences between moisturizer and facial oil and which one may work best for you.

Close-up of a person's eyebrow and eye, with a white waterproof eyebrow pencil applying pigment to the eyebrow.

How to Do Your Eyebrows for Beginners

Get the best brows ever. Learn about how to get the perfect eyebrow and what types of eyebrow makeup you can use to achieve the perfect brow look for you.

Close-up of a woman wearing black sunglasses with a pink background.

Get Ready for Spring with These Beauty Must Haves

Spring break isn’t only about hitting the beach! It’s the perfect time to break up with pale, winter skin and spring forward with fresh, new looks and bold color choices.

A close-up of a woman with blonde hair and silver hoop earrings, holding a green spray bottle labeled "Power Grip Dewy Setting Spray" near her face with her left hand. She has makeup with green eyeshadow, glossy lips, and is looking slightly to the left against a light blue background.

Summer Makeup Tips for Sun-Kissed Skin

Get the ultimate dewy summer makeup look with our simple guide! Unlock the secret to a radiant, sun-kissed glow that's perfect for the season.