E.l.f. Beauty, that is now the U.S. number three largest mass-market cosmetics brand, is acquiring high-performance, accessible skincare Naturium for $355 million.
As veteran make-up artist Patricia Adolphus puts it, soft glam make-up is "effortless and smooth," basically, a more polished but natural you. Sign us up!
The happy medium between 'no-make-up mak.