Elf has high quality makeup and skincare products at fraction of the price! Don't sleep on their products at the drugstore, you need to run out and try this brand. Elf is a clean beauty brand that is vegan and cruelty free, founded in California in 2004. I really enjoyed everything that I tried from Elf. They have such high quality products and at affordable prices. Here's all the products I tried, but looking at the website now I see so many other products that look like dupes for expensive brands.