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Viral 'dupes' make E.L.F. the makeup brand of the moment

Mikayla Nogueira says there’s no predicting whether one of her daily makeup videos will go viral - unless it involves E.L.F. The brand that got its start hawking $1 eye shadows is so revered among the beauty influencer’s 15.2 million TikTok followers that they routinely steer conversations back to E.L.F. no matter the day’s topic. Her takes on such prestige brands as Patrick Ta or Dior are peppered with comments like “Watch E.L.F. dupe it,” or “I’ll wait for E.L.F.”Subscribe to The Post Most new ....

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How E.L.F. cosmetics is winning customers with makeup dupes

How E.L.F. cosmetics is winning customers with makeup dupes
washingtonpost.com - get the latest breaking news, showbiz & celebrity photos, sport news & rumours, viral videos and top stories from washingtonpost.com Daily Mail and Mail on Sunday newspapers.

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Inside Beauty's Biggest Disruptor | Case Study

Inside Beauty's Biggest Disruptor | Case Study
businessoffashion.com - get the latest breaking news, showbiz & celebrity photos, sport news & rumours, viral videos and top stories from businessoffashion.com Daily Mail and Mail on Sunday newspapers.

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