A holiday tradition for many families around the world, it is indeed Elf on the Shelf time. Nearly 20 years old, Elf on the Shelf has gained traction in recent years as parents post extreme displa ...

Editor’s note: This story may contain spoilers for prying little eyes! The magical Elf on the Shelf watches over kids and lets them know Christmas is coming — which means parents make a mad ...

Joey King knows the power of a good primer. The 25-year-old actress has teamed up with e.l.f. Cosmetics to introduce its new "eyes. lips. face. fandom." campaign that speaks directly to sports ...

The commercial also stars the beauty brand’s top-selling Power Grip Primer, a cult-beloved makeup bag essential that happens to be King’s secret weapon both on and off set. “It's literally ...

On Wednesday, November 20, Muddy Waters announced it was short-selling its ELF stock holdings ... most of the stickiness of its hero Power Grip Primer product, which will have a starring role ...

E.l.f. Cosmetics is recognizing what a cult classic its Power Grip Primer has become with a campaign emphasizing its popularity. The beauty brand is rolling out a new initiative in support of the ...

1-selling beauty product, Power Grip Primer* knows how to inspire a fandom. That is why, starting today, e.l.f. Cosmetics, an e.l.f. Beauty (NYSE: ELF) brand, is talking directly to the broad ...