e.l.f.

Born in 2004, vegan brand e.l.f. has been a f

Born in 2004, vegan brand e.l.f. has been a fast-growing favourite for makeup enthusiasts everywhere. Standing for eyes, lips, face, the label is home to a mega collection of makeup bag fillers to help you create your ideal look – whether that be full-on maximalist or fresh-faced minimalist. Shop our e.l.f. at ASOS edit and eye up your new favourite eyeshadow, blush bestie or pout-perfecting lipstick. And don't forget to browse our round-up of the brand's skin-brightening heroes including nourishing masks, hydrating cleansers and vitamin C enriched serums. You know what to do.