# e.l.f. skincare

Page: https://lovi.care/skincare/uk/brands/e-l-f

The Lovi Fit is the same in every country; only the stores and prices differ, and the ones here are for the United Kingdom.

e.l.f. is an American skincare brand founded in 2004 and owned by e.l.f. Beauty, Inc. since 2014.

[forbes.com](https://www.forbes.com/companies/elf-beauty/) [sec.gov](https://www.sec.gov/Archives/edgar/data/1600033/000119312516716529/d179389d424b4.htm) [en.wikipedia.org](https://en.wikipedia.org/wiki/E.l.f.)

e.l.f. is widely loved for its thoughtfully formulated moisturizers, nourishing [serums](https://lovi.care/skincare/uk/ingredients/serum), protective sunscreens, and gentle cleansers infused with [hyaluronic acid](https://lovi.care/skincare/uk/ingredients/hyaluronic-acid). Its products suit dry skin and sensitive skin best, thanks to their soothing and moisture-retentive properties. For targeted concerns, the brand offers standout options including the Pure Skin Cleanser for acne-prone skin, the [Vitamin C](https://lovi.care/skincare/uk/ingredients/vitamin-c) Serum for skin with dark spots, and the Holy Hydration! Face Cream for mature skin. Through these selections, key ingredients like hyaluronic acid deliver tangible benefits, such as lengthening the duration of wrinkle-reducing toxins.

[Dermatologic Therapy, 2022](https://pubmed.ncbi.nlm.nih.gov/36200921/)

- [Cruelty-free · Leaping Bunny](https://www.leapingbunny.org/brand/elf-cosmetics-inc)
- [Cruelty-free · PETA](https://crueltyfree.peta.org/company/elf-cosmetics/)
- [Vegan · PETA](https://crueltyfree.peta.org/company/elf-cosmetics/)
- [Hyaluronic acid](https://lovi.care/skincare/uk/ingredients/hyaluronic-acid)

This page covers some of the most popular e.l.f. products; for the whole e.l.f. range, with a fit score for every product, [use the Lovi app](https://app.pora.ai/vqqJ/j1xj2b6o?af_sub2=brand&af_sub3=selection_note&af_sub4=pg62c2a4189d).

### Other e.l.f. products

#### Other products

- [Holy Hydration! Face Cream](https://lovi.care/skincare/uk/p/e-l-f/holy-hydration-face-cream/for/mature-skin) — Superior fit — [£14.00 at Amazon](https://www.amazon.co.uk/dp/B07ZQZVMRX?tag=lovi-care-web-product-21&linkCode=osi&th=1&psc=1)
- [Nourishing Night Cream](https://lovi.care/skincare/uk/p/e-l-f/nourishing-night-cream/for/dry-sensitive-skin) — High fit
- [Booster Drops](https://lovi.care/skincare/uk/p/e-l-f/booster-drops/for/sensitive-skin) — High fit
- [All the Feels Facial Oil](https://lovi.care/skincare/uk/p/e-l-f/all-the-feels-facial-oil/for/dry-skin) — Superior fit
- [Vitamin C Serum](https://lovi.care/skincare/uk/p/e-l-f/vitamin-c-serum/for/mature-skin) — High fit
- [Gentle Peeling Exfoliant](https://lovi.care/skincare/uk/p/e-l-f/gentle-peeling-exfoliant/for/dark-spots) — High fit
- [Pure Skin Cleanser](https://lovi.care/skincare/uk/p/e-l-f/pure-skin-cleanser/for/dry-sensitive-skin) — Superior fit

## People Say

★4.5

Overall rating based on 19.0k+ reviews

Reviewers most often praise e.l.f. for deep hydration, lightweight and non-greasy formulas, and smoothing skin texture. The most common complaints are strong fragrances or scents and breakouts or irritation.

### Highlights

- Deeply hydrating moisturizers Mostly Mentioned “Provides deep hydration, making it ideal for dry skin. — Nourishing Night Cream” “Keeps winter dryness at bay — All the Feels Facial Oil”
- Lightweight texture moisturizers Mostly Mentioned “Texture is incredibly light and absorbs quickly. — Nourishing Night Cream” “Lightweight feel and comfortable — All the Feels Facial Oil”
- Soothes sensitive skin and calming moisturizers Mostly Mentioned “Soothing and helps to calm any irritation. — Nourishing Night Cream” “Helps relieve skin inflammation — All the Feels Facial Oil”
- Unpleasant scent Often Mentioned “smells like hot dog water — Vitamin C Serum” “scent is pleasant but... overpowering — Holy Hydration! Face Cream” “Smells like medicine — Poreless Face Primer”
- Packaging concerns Sometimes Noted “dropper lets air in — Vitamin C Serum” “wish it came with a spatula — Holy Hydration! Face Cream” “Pump stopped working — Poreless Face Primer”

Sources: lovi.care, ulta.com, target.com, walmart.com, amazon.com, hometesterclub.com, and more

## Questions and answers

### Is e.l.f. good for oily skin?

Yes, e.l.f. fits oily skin well, with Lovi rating the brand-focused routine Superior for this skin type. Reviewers frequently mention that the brand's moisturizers have a lightweight texture.

### Is e.l.f. worth it?

Yes, e.l.f. is worth considering because Lovi rates its brand-focused routines Superior for dry, sensitive, acne-prone, combination, and oily skin. Reviewers frequently mention that the moisturizers are deeply hydrating and lightweight, and 5 of 8 e.l.f. products on this page list no fragrance.

[Dermatologic Therapy, 2022](https://pubmed.ncbi.nlm.nih.gov/36200921/)

### What are e.l.f.'s best products?

The e.l.f. products with the highest Lovi fit for dry and sensitive skin are the Pure Skin Cleanser, Holy Hydration! Face Cream, and All the Feels Facial Oil. Reviewers frequently note that these moisturizers are deeply hydrating with a lightweight texture, though some mention an unpleasant scent.

### Which e.l.f. moisturizer is best for dry skin?

The best moisturizer for dry skin is All the Feels Facial Oil, which Lovi rates Superior for dry skin. Nourishing Night Cream and Booster Drops are also available options. [Hyaluronic acid](https://lovi.care/skincare/uk/ingredients/hyaluronic-acid) helps provide hydration across these formulas.

[Dermatologic Therapy, 2022](https://pubmed.ncbi.nlm.nih.gov/36200921/)

### Does e.l.f. cause breakouts?

e.l.f. is unlikely to cause breakouts, as Lovi rates acne-prone skin as a top fit for the brand and several products like the Pure Skin Cleanser help keep skin calm. Hyaluronic acid helps maintain skin hydration without clogging pores.

[Dermatologic Therapy, 2022](https://pubmed.ncbi.nlm.nih.gov/36200921/)

### Is e.l.f. fragrance-free?

No, the e.l.f. products on this page are not entirely fragrance-free, as 3 of the 8 items list fragrance in their ingredients. However, the remaining 5 products list no fragrance.

### What are the key ingredients in e.l.f. products?

Hyaluronic acid is a key ingredient featured across the e.l.f. products on this page. Topical application of hyaluronic acid helps improve skin quality and provides anti-aging benefits.

[Dermatologic Therapy, 2022](https://pubmed.ncbi.nlm.nih.gov/36200921/)

### How do I build a e.l.f. skincare routine?

To build an e.l.f. routine for dry skin in the morning, use a cleanser, hydrating toner, moisturizer, and SPF, all from Holy Hydration! Face Cream. In the evening, use a pre-cleanser, cleanser, [serum](https://lovi.care/skincare/uk/ingredients/serum) or treatment, and moisturizer. Once a week, add a nourishing mask into this evening routine.

### Where can I buy e.l.f., and how much does it cost?

e.l.f. products on this page are available through United Kingdom stores. Prices on the page range from £14.00 to £14.00.

### What are good alternatives to e.l.f.?

Good alternatives to e.l.f. with pages on Lovi include CeraVe, Cetaphil, Paula's Choice, Neutrogena, Kiehl's, and Dermalogica. These similar skincare brands offer alternative options for various skin types and routines.

### e.l.f. vs CeraVe: which is better?

Lovi rates the e.l.f.-focused routine Superior for dry skin, whereas the CeraVe-focused routine is rated High. For sensitive skin, acne-prone skin, combination skin, and oily skin, both brands rate Superior on Lovi.

### Who owns e.l.f., and where is it from?

e.l.f. is an American brand founded in 2004, owned by e.l.f. Beauty, Inc. since 2014.

[forbes.com](https://www.forbes.com/companies/elf-beauty/) [sec.gov](https://www.sec.gov/Archives/edgar/data/1600033/000119312516716529/d179389d424b4.htm) [en.wikipedia.org](https://en.wikipedia.org/wiki/E.l.f.)

### Is e.l.f. cruelty-free?

Yes: Leaping Bunny and PETA list e.l.f. as cruelty-free.

[Leaping Bunny](https://www.leapingbunny.org/brand/elf-cosmetics-inc) [PETA](https://crueltyfree.peta.org/company/elf-cosmetics/)

### Is e.l.f. good for dry skin?

Yes, e.l.f. is good for dry skin, and Lovi rates the brand-focused routine Superior for this skin type. Reviewers often mention that e.l.f. moisturizers provide deep hydration and a lightweight feel, while hyaluronic acid helps keep the skin plump and soft.

[Dermatologic Therapy, 2022](https://pubmed.ncbi.nlm.nih.gov/36200921/)

### Which e.l.f. cleanser is best for oily skin?

The e.l.f. cleanser on this page for oily skin is the Pure Skin Cleanser, which Lovi rates High. Reviewers frequently note that the brand's moisturizers have a lightweight texture and are deeply hydrating.

### Is e.l.f. good for sensitive skin?

Yes, e.l.f. is a great choice because Lovi rates the e.l.f.-focused routine Superior for sensitive skin. Reviewers often mention that the products help soothe sensitive skin and provide lightweight moisture. Hyaluronic acid is included across the products to help keep skin soft and smooth.

[Dermatologic Therapy, 2022](https://pubmed.ncbi.nlm.nih.gov/36200921/)

### Which e.l.f. sunscreen is best for sensitive skin?

Holy Hydration! Face Cream is the best sunscreen on this page for sensitive skin, where Lovi rates it High. The e.l.f. products on this page help keep the face moisturized.

### Is e.l.f. good for acne-prone skin?

Yes, e.l.f. is well-suited for acne-prone skin and features a brand-focused routine that Lovi rates Superior for this skin type. Reviewers frequently note that e.l.f. moisturizers help soothe sensitive skin and maintain a lightweight texture. Some e.l.f. products on this page are formulated without fragrance.

### Is e.l.f. good for skin with dark spots?

Yes, e.l.f. fits skin with dark spots well, as Lovi rates products like the Holy Hydration! Face Cream and [Vitamin C](https://lovi.care/skincare/uk/ingredients/vitamin-c) Serum High for this concern. Hyaluronic acid is included across the range to help maintain hydration.

[Dermatologic Therapy, 2022](https://pubmed.ncbi.nlm.nih.gov/36200921/)

### Is e.l.f. good for mature skin?

Yes, e.l.f. is a great choice for mature skin, and Lovi rates the brand-focused routine Superior for it. Several e.l.f. products on this page, including the Holy Hydration! Face Cream and Pure Skin Cleanser, achieve a Superior fit for mature skin.

## Research behind e.l.f.'s key ingredients

- [The effect of niacinamide on reducing cutaneous pigmentation and suppression of melanosome transfer](https://pubmed.ncbi.nlm.nih.gov/12100180/) Niacinamide · The British Journal of Dermatology, 2002
- [Benefits of topical hyaluronic acid for skin quality and signs of skin aging: From literature review to clinical evidence](https://pubmed.ncbi.nlm.nih.gov/36200921/) Sodium hyaluronate, Hyaluronic acid · Dermatologic Therapy, 2022
- [Topical use of dexpanthenol in skin disorders](https://pubmed.ncbi.nlm.nih.gov/12113650/) Panthenol vb5, Panthenol · American Journal of Clinical Dermatology, 2002
- [Anti-aging and brightening effects of a topical treatment containing vitamin C, vitamin E, and raspberry leaf cell culture extract: A split-face, randomized controlled trial](https://pubmed.ncbi.nlm.nih.gov/31975502/) Ascorbic acid, Tocopherol vitamin e · Journal of Cosmetic Dermatology, 2020
- [Treatment of acne with a combination of propolis, tea tree oil, and Aloe vera compared to erythromycin cream: two double-blind investigations](https://pubmed.ncbi.nlm.nih.gov/30588129/) Aloe barbadensis, Aloe barbadensis leaf water · Clinical Pharmacology, 2018
- [Alteration of barrier properties, stratum corneum ceramides and microbiome composition in response to lotion application on cosmetic dry skin](https://pubmed.ncbi.nlm.nih.gov/35340018/) Ceramides · Scientific Reports, 2022
- [Ceramide 1 and ceramide 3 act synergistically on skin hydration and the transepidermal water loss of sodium lauryl sulfate-irritated skin](https://pubmed.ncbi.nlm.nih.gov/18717861/) Ceramide np · International Journal of Dermatology, 2008
- [Effect of a topical antioxidant serum containing vitamin C, vitamin E, and ferulic acid after Q-switched 1064-nm Nd:YAG laser for treatment of environment-induced skin pigmentation](https://pubmed.ncbi.nlm.nih.gov/32052907/) Ascorbic acid · Journal of Cosmetic Dermatology, 2020
- [The 24-hour skin hydration and barrier function effects of a hyaluronic 1%, glycerin 5%, and Centella asiatica stem cells extract moisturizing fluid: an intra-subject, randomized, assessor-blinded study](https://pubmed.ncbi.nlm.nih.gov/28860834/) Glycerin · Clinical, Cosmetic and Investigational Dermatology, 2017
- [Randomized controlled study for the anti-aging effect of human adipocyte-derived mesenchymal stem cell media combined with niacinamide after laser therapy](https://pubmed.ncbi.nlm.nih.gov/33103316/) Niacinamide · Journal of Cosmetic Dermatology, 2021
- [Senomorphic activity of a combination of niacinamide and hyaluronic acid: correlation with clinical improvement of skin aging](https://pubmed.ncbi.nlm.nih.gov/39009698/) Niacinamide · Scientific Reports, 2024
- [A new topical panthenol-containing emollient: Results from two randomized controlled studies assessing its skin moisturization and barrier restoration potential, and the effect on skin microflora](https://pubmed.ncbi.nlm.nih.gov/27425824/) Panthenol vb5, Panthenol · The Journal of Dermatological Treatment, 2017
- [Safety and efficacy of combined essential oils for the skin barrier properties: In vitro, ex vivo and clinical studies](https://pubmed.ncbi.nlm.nih.gov/34986500/) Citrus reticulata fruit extract tangerine fruit extract · International Journal of Cosmetic Science, 2022
- [Stable Ozonides with Vitamin E Acetate versus Corticosteroid in the Treatment of Lichen Sclerosus in Foreskin: Evaluation of Effects on Inflammation](https://pubmed.ncbi.nlm.nih.gov/30991399/) Tocopheryl acetate · Urologia Internationalis, 2019
- [Fermented pomegranate extracts protect against oxidative stress and aging of skin](https://pubmed.ncbi.nlm.nih.gov/34416060/) Punica granatum extract · Journal of Cosmetic Dermatology, 2022
- [Evaluation of dermal extracellular matrix and epidermal-dermal junction modifications using matrix-assisted laser desorption/ionization mass spectrometric imaging, in vivo reflectance confocal microscopy, echography, and histology: effect of age and peptide applications](https://pubmed.ncbi.nlm.nih.gov/25817264/) Palmitoyl tetrapeptide-7 · Journal of Cosmetic Dermatology, 2015
- [Clay jojoba oil facial mask for lesioned skin and mild acne--results of a prospective, observational pilot study](https://pubmed.ncbi.nlm.nih.gov/22585103/) Jojoba, Jojoba seed oil · Forschende Komplementarmedizin, 2012
- [Topical application of jojoba (Simmondsia chinensis L.) wax enhances the synthesis of pro-collagen III and hyaluronic acid and reduces inflammation in the ex-vivo human skin organ culture model](https://pubmed.ncbi.nlm.nih.gov/38344180/) Jojoba seed oil · Frontiers in Pharmacology, 2024
- [Topical microemulsion containing Punica granatum extract: its control over skin erythema and melanin in healthy Asian subjects](https://pubmed.ncbi.nlm.nih.gov/25610348/) Punica granatum extract · Postepy Dermatologii I Alergologii, 2014
- [Clinical Development and Evaluation of a Multi-Component Dissolving Microneedle Patch for Skin Pigmentation Disorders](https://pubmed.ncbi.nlm.nih.gov/37571190/) Ethyl ascorbic acid vc · Polymers, 2023
- [Squalane as a Promising Agent Protecting UV-Induced Inhibition of Collagen Biosynthesis and Wound Healing in Human Dermal Fibroblast](https://pubmed.ncbi.nlm.nih.gov/40363772/) Squalane · Molecules, 2025
- [Modulation of TRPV1 function by Citrus reticulata (tangerine) fruit extract for the treatment of sensitive skin](https://pubmed.ncbi.nlm.nih.gov/36575892/) Citrus reticulata fruit extract tangerine fruit extract · Journal of Cosmetic Dermatology, 2023
- [Influence of vitamin E acetate on stratum corneum hydration](https://pubmed.ncbi.nlm.nih.gov/9706379/) Tocopheryl acetate · Arzneimittel-Forschung, 1998
- [Evaluation of the Efficacy and Safety of a Panthenol-Enriched Mask for Skin Barrier Recovery After Facial Laser Treatment: Results of a Double-Blind Randomized Controlled Study](https://pubmed.ncbi.nlm.nih.gov/40613435/) Panthenol vb5, Panthenol · Journal of Cosmetic Dermatology, 2025
- [Photoprotective, Antioxidant and Anti-Inflammatory Effects of Aged Punica granatum Extract: In Vitro and In Vivo Insights](https://pubmed.ncbi.nlm.nih.gov/40755496/) Punica granatum extract · Food Science & Nutrition, 2025
- [Thermostable hyaluronic acid-based dissolving microneedles with high-loading capacity: design, optimization, and transdermal delivery of anti-aging ingredients](https://pubmed.ncbi.nlm.nih.gov/41628877/) Ethyl ascorbic acid vc · International Journal of Biological Macromolecules, 2026
- [Nanostructured Lipid Carrier Based Gel Containing α-Tocopherol and α-Tocopheryl Acetate for Synergistic Cutaneous Antiaging Efficacy](https://pubmed.ncbi.nlm.nih.gov/41309687/) Tocopheryl acetate ve, Tocopheryl acetate · Scientific Reports, 2025
- [Functional properties and skin care effects of sodium trehalose sulfate](https://pubmed.ncbi.nlm.nih.gov/38606717/) Trehalose · Skin Research and Technology, 2024
- [Effect of an Emollient Emulsion Containing 15.0% of Caprylic/Capric Triglyceride on the Urocanic Acid of the Stratum Corneum](https://pubmed.ncbi.nlm.nih.gov/37109405/) Caprylic capric triglyceride · Life, 2023
- [Evaluation of additive effects of hydrolyzed jojoba (Simmondsia chinensis) esters and glycerol: a preliminary study](https://pubmed.ncbi.nlm.nih.gov/19146603/) Jojoba · Journal of Cosmetic Dermatology, 2008
- [Safety assessment on comedogenicity of dermatological products containing d-alpha tocopheryl acetate in Asian subjects: A double-blind randomized controlled trial](https://pubmed.ncbi.nlm.nih.gov/34471722/) Tocopheryl acetate ve, Tocopheryl acetate · Contemporary Clinical Trials Communications, 2021
- [Targeting Circadian Rhythm for the Regulation of Skin Collagen Metabolism](https://pubmed.ncbi.nlm.nih.gov/41527525/) Palmitoyl tripeptide-1 · Journal of Cosmetic Dermatology, 2026
- [Efficacy of a Topical Formulation on Skin Hydration and Barrier Function in Individuals With Xerosis: A 28-Day Randomized, Split-Leg, Untreated-Controlled Trial](https://pubmed.ncbi.nlm.nih.gov/42108609/) Dipotassium glycyrrhizate · Journal of Cosmetic Dermatology, 2026
- [Efficacy and safety of combination cream of stimu-tex AS™ (spent grain wax, Argania Spinosa Kernel oil, Butyrospermum Parkii (shea butter) extract), and saccharide isomerate after fractional CO2 laser procedure: split-face, double blinded, randomized controlled trial](https://pubmed.ncbi.nlm.nih.gov/41134387/) Shea butter · Lasers in Medical Science, 2025

## e.l.f. routines

- 96% fit: [Routine for dry skin](https://lovi.care/skincare/uk/brands/e-l-f/skincare-routine/for/dry-skin)
- 92% fit: [Routine for oily skin](https://lovi.care/skincare/uk/brands/e-l-f/skincare-routine/for/oily-skin)
- 92% fit: [Routine for combination skin](https://lovi.care/skincare/uk/brands/e-l-f/skincare-routine/for/combination-skin)
- 95% fit: [Routine for sensitive skin](https://lovi.care/skincare/uk/brands/e-l-f/skincare-routine/for/sensitive-skin)
- 94% fit: [Routine for acne-prone skin](https://lovi.care/skincare/uk/brands/e-l-f/skincare-routine/for/acne-prone-skin)
- 94% fit: [Routine for mature skin](https://lovi.care/skincare/uk/brands/e-l-f/skincare-routine/for/mature-skin)
- 93% fit: [Routine for skin with dark spots](https://lovi.care/skincare/uk/brands/e-l-f/skincare-routine/for/dark-spots)
- 94% fit: [Routine for dry sensitive skin](https://lovi.care/skincare/uk/brands/e-l-f/skincare-routine/for/dry-sensitive-skin)
- 91% fit: [Routine for oily acne-prone skin](https://lovi.care/skincare/uk/brands/e-l-f/skincare-routine/for/oily-acne-prone-skin)

## Similar brands

- American skincare: [CeraVe](https://lovi.care/skincare/uk/brands/cerave)
- American skincare: [Cetaphil](https://lovi.care/skincare/uk/brands/cetaphil)
- American skincare: [Paula's Choice](https://lovi.care/skincare/uk/brands/paula-s-choice)
- American skincare: [Neutrogena](https://lovi.care/skincare/uk/brands/neutrogena)
- American skincare: [Kiehl's](https://lovi.care/skincare/uk/brands/kiehl-s)
- American skincare: [Dermalogica](https://lovi.care/skincare/uk/brands/dermalogica)
- American skincare: [Good Molecules](https://lovi.care/skincare/uk/brands/good-molecules)
- American skincare: [Clinique](https://lovi.care/skincare/uk/brands/clinique)
- American skincare: [SkinCeuticals](https://lovi.care/skincare/uk/brands/skinceuticals)
- American skincare: [Estée Lauder](https://lovi.care/skincare/uk/brands/estee-lauder)

## Popular brands

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- Korean skincare: [Beauty of Joseon](https://lovi.care/skincare/uk/brands/beauty-of-joseon)
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- Korean skincare: [Pyunkang Yul](https://lovi.care/skincare/uk/brands/pyunkang-yul)
- Korean skincare: [innisfree](https://lovi.care/skincare/uk/brands/innisfree)
- French skincare: [Caudalie](https://lovi.care/skincare/uk/brands/caudalie)

## About the Lovi Fit

Lovi: Unbiased, science-based skincare AI trained on real user outcomes.

Lovi rates every product from its full ingredient list with brand-independent rules its dermatologists and cosmetic chemists build and review, and personalizes every pick with AI trained on the real results of millions of users. Lovi trains its fit score models on a proprietary dataset built from more than 10,000 expert-labeled products and more than 100,000 simulated examples, following an internally consistent methodology presented at Cosmoprof, AMWC, and Skin of Color Update. Levels from best to worst: Superior, High, Average, Low, Caution, Warning.

Behind these ratings: Nadia Kapleva, MS (Co-founder, Medical Director); Alexey Shagraev, PhD (Co-founder, CEO and CTO); Dr. Sofía Perea Pérez, MD, MSc (Medical Board); Aishani Shah, MD (Medical Board); Asya Zubkova, MS (Medical Board); Hanna Kurets, MD (Medical Board, Medical Advisor); Elina Nazarenko, MD (Medical Board); Victoria Derkova, MS (Medical Board).

Page built Nov 8, 2026.

More from Lovi: https://lovi.care/skincare/llms.txt

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- United States: https://lovi.care/skincare/brands/e-l-f
- United Kingdom: https://lovi.care/skincare/uk/brands/e-l-f (this page)
- Ireland: https://lovi.care/skincare/ie/brands/e-l-f
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