So... Charlotte Tilbury *finally* called out e.l.f.

[@xorayne_]

if I was Charlotte Tilbury, I’d be more embarrassed than anything! Elf is duping your products and doing it better and being more talked about. must be embarrassing for them

[@maranathaacts1327]

Exactly! Elf is showing us that makeup does not have to cost a lot to still be a good product!

[@nilouwanter552]

im happy that elf makes dupes but i compared the original and dupes and tbh the orginial formulas and colors are so much smoother and better. elf still makes decent dupes though!

[@nikitatavernitilitvynova]

If I'm not mistaken Robert Welsh actually said in a video with his twin brother that he won't ever use or review Charlotte Tilbury's line of products. Because he thinks they are overpriced cheap products. Basically the products inside are cheap but in expensive packaging. Like many luxury brands do. If only the packaging was I don't know more unique or high end like display worth kind I'd maybe let their prices slide. But for that I can just get cheap essence or relove by revolution makeup that have extremely cheap breakable plastic packaging (I know, I broke a few just by using the product) but at least I know it's worth the price. I don't think they do refillable products to let's say buy the packaging only and re-pot better quality makeup inside.

[@lc-il6wr]

I can't find elf anymore..where do u find it?

[@thearchmagiste]

Came here to say this!!

[@ka4braves]

If you don’t like being duped… lower your price

[@cassiepathak]

It's also not an exact dupe. I'm allergic to the flawless filter, it irritates my skin. ELF is one of the few products in that category I can wear. (most other companies add bismuth to get the glow)

[@nilouwanter552]

suprise: charlotte tillbury is a luxury brand :0

[@kerri-annereyes8696]

that’s definitely lacking logic.. a small company, that makes an item, turns little profit, a large company, makes the item cheaper, turns more profit, but your logic is for the small brand to just lower the price? thats not a feasible resolution, and at the end of the day people will dupe anything, and disregard the price, they just want to have their name stamped on innovation

[@tacocatseven]

⁠@@kerri-annereyes8696”The brand’s financial results are proof of its unstoppable success. In 2022, its gross profit experienced an increase, peaking at almost 193 million British pounds”… not a small business 😅

[@babuyadav2336]

@@kerri-annereyes8696Ummm…didn’t she partner with Puig, a large conglomerate to expand her brand. Elf is basically start up in front of the money Puig lets her operate with.

[@geekspertise]

ELF also dupes a product and expands the shade range to make the dupe both affordable and more inclusive.

[@TheAshleysama]

Thank you so much…that’s what I am saying…Everything I want to buy in my shade I can buy at Elf…can’t say the same for CT

[@miac6262]

they can just create original products but they don’t . All they do is copy

[@zarapuka4208]

​@@miac6262 they also offer a plethora of original products maybe actually look into their brand before leaving stupid comments

[@hologr4mgf]

@@miac6262someone missed the point

[@merrickc.155]

This is especially why I like elf dupes they definitely are more shade inclusive

[@k.huelle]

If I was running ELF I'd go dupe Drunk Elephant and specifically try to lure the tweens away with a safe for their young skin line! 😄

[@susier6743]

That would be awesome!

[@sirens990]

They’re probably thinking about it at the very least 😆

[@pinkbubblesnake]

It'll be the adult using the dupes whilst tweens scream at their moms they need a $50 moisturizer

[@T_Swizzle.13_fl]

Please Elf dupe Drunk Elephant and Glow recipe because I can't with my daughters birthday list and I'm actually being serious. (And no, she's not getting all of it) 😩 😂

[@ptcglass]

They absolutely should

[@joanledesma9470]

In this economy we all need dupes!🤩

[@streetfamily6909]

Very true!

[@tiamarrow6366]

Actually the economy is better than it’s ever been. Yes grocery prices are still up a bit however….inflation has decreased significantly, gas prices are down, unemployment is down. Hell Fox News (not real news though) even talked about it a few days ago that the economy is booming currently.

[@streetfamily6909]

@@tiamarrow6366 when prices are the highest they’ve ever been, of course if they go down even a little it makes the economy look likes it’s great. Doesn’t mean it’s doing good though.

[@chloro8306]

@@tiamarrow6366 it's a joke, but also it doesn't matter, the makeup industry has become bloated and what has become a normal amount of money to spend on makeup has ballooned in recent decades. it's time to counterbalance with a trend towards affordable products.

[@jessabeauty917]

@@tiamarrow6366 I know you’re joking 🙃 You didn’t say that though. Facts.

[@kristenclark82]

This feels like that awkward moment when two of your friends are about to get into an argument and you’re the only other one in the room. 😬 😂

[@knowjusticeknowpeace15]

“Oh come on you guys we’re all better than thi….” *Fight Fight Fight* 👀💅☕️🫖 🤣🤣💀

[@darladeville3620]

Can you please tell us what brand that brush with the gold handle is...thnx 😊 there's enough room for everyone to get along. Some of us can't afford "high end" and there are some nice quality products at the drugstore...Walmart has the best prices ❤

[@Nicole-yw4vq]

I like neither Charlotte a lot, nor Elf. But Elf is just a copycat, which I won't ever buy for that reason. They should come up with their own ideas. The brand is like the insecure creepy girl from school who does everything the popular girls do.

[@amandaleigh3307]

@@darladeville3620I have to agree. If CT, or any other high end brands, are mad about the duping then why don’t they start a more affordable line with similar items at a lower production cost? If they want to have a hold on the prestige and drugstore market, then there’s their solution.

[@Missginalove]

thats exactly how i feel

[@jessabeauty917]

I never understand the shaming of “dupes”. Anyone here take generic medications? 🙋🏻‍♀️ The idea of dupes is that cosmetics should be inclusive and I’m here for it. I’m okay with regular car brands providing lux options. I’m okay with Costco brand and other store brands so long as there is no infringement on legal rights. Let’s not be gatekeeping snobs.

[@GONEmypurpleflapjack]

makeup is not as serious as medicine OMG. Someone being snobby about dupes or mad elf ripped their product is not the same as people overcharging for drugs

[@aa0821]

Exactly! Every market does it, the hand bag market, apparel has been doing it for years and years. It's so pretentious to look down on brands that are "duping" products.

[@KimBarboo]

Agree!!

[@jessabeauty917]

@@GONEmypurpleflapjack It’s still people and companies investing in development and another offering a lower price option without the costs. 💜

[@AlethrialTheElvenEmpress]

@@GONEmypurpleflapjack​​⁠​⁠I think maybe you jumped the gun and misunderstood. And maybe you didn’t mean to come across as rude as you did? Anyways, she was simply pointing out that another major market (Big Pharm) uses lots of dupes with no issue. She never said that cosmetics was as big of a deal as medicine. She was simply making a comparison. And she’s correct in her point that yes, other markets use dupes freely and widely. Another user pointed out that building marketing uses lots of dupes. Same point there. Cosmetics just tends to gatekeep more than others do. That’s all she was saying.

[@scentedbeauty]

I’m all for elf duping!! And idk why people are so against it… these big companies that are charging us $60 for a product… you think they care about you? Lol somehow elf can charge $2 for a lipliner and make a huge profit?? Doesn’t seem right to pay $25+ for a lip liner that’s Highway robbery

[@laurastrobel718]

💯

[@hardshell9236]

You know Aldi also charges less for food than Kroger but Aldi is smaller store with less employees.

[@taylormarie2271]

@@hardshell9236what are you going on about what does this have to do with literally anything?

[@tiamarrow6366]

@@hardshell9236that literally has nothing to do with dupes for makeup…..you’re watching the wrong video my friend.

[@tiamarrow6366]

So many people wanna act like “duping” is this new thing when it’s not….its just more popular now because of social media and TikTok specifically but so many brands have had duped of each other’s products. It makes sense to because not everyone wants to or is able to spend $30-$40 on a mascara or a lipstick but if they see a drugstore brand that has something very similar for a lower price than they’ll wanna buy it……and vice versa because some people prefer the high end products. I mean if it was such a huge issue than there would only be one makeup brand to ever exist on earth, not over 100 brands.

[@ritalucy5433]

ELF is not taking people away from high-end brands. When a high-end brand has an excellent product, those that can afford it, will buy it. “Dupes” means it came after the original. ELF’s clientele are predominantly those that didn’t buy the high-end original or those that buy both, the high-end product as well as ELF’s. CT’s ad may have just promoted ELF even more by CT’s confirmation that ELF did dupe her product.

[@amandaleigh3307]

Great points!!

[@Just-Nikki]

I still thought of Elf as cheap makeup. I literally bought CT concealer on Saturday and I haven’t opened it so I’m taking it back. Tbf, I was just looking for better coverage than my usual Teint Idole and if I can save a little money at the same time, great. I also agree that even if they duped my Dior foundation, I’m staying with Dior because I love it and I can. I couldn’t when I was younger and that’s who’s going to buy a lot of the dupes for the most part. People who are young and still getting established in their lives. There’s nothing wrong with that.

[@PRProPam]

Exactly! 😂😂😂 Now I’ll go see what else Elf has duped!

[@mb-kh2nb]

I will say I put the elf glow and charlotte tilbury through an ingredient checker for acne triggers because my skin breaks out and the elf one had a bunch and not the hollywood filter. Formulations matter

[@schminktisch]

Except when elf’s products are better. I deeply regret buying the Hollywood filter from CT cause the elf one is sooo much better

[@biggothepiggo]

The mark-up on luxury make-up is ridiculous. Keep em coming ELF! We're in a cost of living crisis!

[@lzasnw]

then go pay your rent instead of thinking about buying makeup altogether tf?

[@biggothepiggo]

@eirhdhalwp My bills are paid. Buying products that don't have a ridiculous markup is an example of responsible financial practice. Also, not wanting to be ripped off and staying on top of your bills aren't mutually exclusive.

[@maeganmchugh]

Charlotte, Dahling, that PR packaging is horribly wasteful, and most of your stuff isn’t worth the money you charge and the hyperbole on your packaging. ☕️

[@hardshell9236]

Your house made out of fiberboard and car also isn’t worth the money you pay, but you still pay for it double price.

[@lalasarchive1]

​Only difference is, housing is a necessity, so people will pay whatever they can to afford a necessity. So this argument doesn't work. ​@@hardshell9236

[@folkwh0re]

@@hardshell9236lol how is this even an argument? a house is an actual necessity, whereas overpriced makeup is not.

[@tiamarrow6366]

@@hardshell9236you don’t even know her, yet you’re harassing her….get a life please.

[@maeganmchugh]

@@hardshell9236 true on the car, but my house was built before fiberboard was a thing.

[@kristenclark82]

Only someone as out of touch as charlotte tilbury would send out a two part PR package to shade another brand. It’s totally gross and wasteful and honestly if she didn’t overcharge so much, people wouldn’t dupe her.

[@hardshell9236]

Apparently you don’t own a business so you don’t understand how it works! Her not overcharging you means cheap packaging and low salary to her employees. Would you like a place you work for to pay you half the salary because they decided to charger their customers less?

[@tiamarrow6366]

@@hardshell9236sweetie, so many people who have her beauty light wands (contour, blush, and highlighters) have all complained that they end up not having a lot of actual product in them. Ever open a bag of chips and when you look inside…..the chips are all at the bottom and the rest is just space and air? Yeah that’s what the beauty light wands are, and being that they’re $30-$40…..they should be filled to the top with product.

[@laikanbarth]

@@hardshell9236So you’re mad that poor people get to try a dupe. I can tell from your post that you look down on poor people and think that you are better than others. You’re not so sit down!!

[@kristenclark82]

@@hardshell9236 apparently you have a lot more disposable income than most of the people in the country and world. What I do know is that the markup on makeup is incredibly high and charlottes package isn’t all that. She obviously felt it was worth the expense of the extra packaging for multiple PR boxes and mailing.

[@kristenclark82]

@@laikanbarth thanks for the backup. That made me so upset because some of us can’t afford the little extras like makeup and wouldn’t be able to have those little luxuries without dupes.

[@yr7983]

Another point in elf's favour is their shade range how is Charlotte Tilbury STILL only offering two shades of her "iconic" contour wands while elf offers five, simple she doesn't want to 🤷🏾‍♀️ I couldn't use half her products even if I wanted 😂 (fenty 440) younger me was so discouraged by how many of her products don't work for darker skin and it still hasn't changed much 10 years later

[@ah57588]

I was looking for this comment. There's so many people who want to like Charlotte, but she ain't got no shadesss. I don't even feel elf has an amazing shade range, but compared to Charlotte? I don't even have darker skin, but like come on. You want coin? Actually make product for people who wanna like them

[@ashlingdelphe5075]

Idk the Hollywood filter has way more shades than the halo glow. Literally the lightest shade of the elf halo glow looks orange on me

[@Trioditis]

@@ashlingdelphe5075 I was going to say, I can't use the ELF dupes because there isn't a shade I can use lol. The only other dupe costs almost as much as Charlotte Tilbury so I wouldn't be saving any money there.

[@taraa4281]

economics phd student here. I have little sympathy for most business owners. You choose to create a business under a (mostly) free market and when you benefit from the system of capitalism youre happy. when you don't youre suddenly worried about the ethics of a company? Look, the market is driven by ppl's collective action, its not elf's fault that CT is losing sales.

[@wplants9793]

True, true. also marketing 101 is any press is good press (although some press is better than other)

[@bailey9695]

wait I'm also an econ phd student lets be friends

[@Uhohlisa]

Ridiculous response

[@kaylan2083]

Lemme guess! You're a communist and think big greedy government should own everything. Way to throw all business owners under the bus. Not everyone who owns a business is a multimillionaire like Charlotte Tilbury & major corporations. 🤡

[@AribellaAC]

@@Uhohlisafrom an economics standpoint, its really not. Supply and demand are driven by various factors, if you research substitutes and complements and normal and inferior goods you’ll see that everything has a pattern. Competition is the backbone of the free market economy lol either step it up or shut it down

[@gigi2k326]

If Makayla said she definitely wasn't in on it, i believe she was definitely in on it. Lol if that girls lips are moving theres a good chance she's lying.. 🙊🤷‍♀️

[@v.besson6808]

I was gonna say…that girl has zero credibility

[@lalacarroll431]

Exactly! You took the words right out of my mouth!

[@mamarobyn]

ABSOLUTELY

[@Mostlymatte]

I was about to say… can’t trust a single thing she says lol

[@darladeville3620]

Agreed! After the mascara incident yikes! 😬

[@disgruntledmoderate5331]

I mean, to the best of my knowledge, E.L.F. has never duped a small indie brand that can't help what their prices are, just "prestige" brands that have the resources to get ingredients at lower prices and could easily afford to charge less while still paying their employees well. Also, I agree about the wastefulness of that PR stunt. Could rich people please stop wrecking the planet for the rest of us?!?

[@mb-kh2nb]

Nah either it's OK to dupe or it's not

[@lzasnw]

Jesus Christ you’re lacking brain cells. We live in a capitalist society. You’re literally talking about MAKEUP as if you’re not ALSO contributing to capitalist goals of profit maximization.

[@disgruntledmoderate5331]

@@mb-kh2nb If that is how you want to look at it, that's ok!

[@Cookie0918]

​@mb-kh2nb that's not how it works. There is a moral line to every action, one side of the line is who most people view as okay to do it to and the other side of the line is who most people view it as not okay to do it to. One example of this is in the video game community. Most people agree that larger companies who upcharge on their games and don't even release properly finished games are okay to pirate, while small indie game companies that spend years on each game with a team of 4 people and release a highly detailed finished game and barely turn a profit are morally wrong to pirate from. Every action you take has a moral tie even if you don't realize it. Which shoes your going to wear for the day which will affect your comfort and in turn affect how you feel which can affect how you treat people. What you eat for dinner and the ways in which you obtaining that food can impact others. The world is shades of grey, not black and white

[@summercee1235]

Honestly, the dupe makeup thing is overplayed. You don’t see Gucci and Chanel making noise because clothes similar to their visual are sold at Forever 21. They’re different markets, and the products are different. So called make up dupes are different ingredients, different production processes and different packaging. If major brands want to produce a less luxurious version of their product, let them to the R&D to do it. And if these lower priced dupes are in fact exact duplicates (ingredients, manufacturing process and packaging), then shame on these luxury brands for their blatant cash grabs.

[@amberr6]

Agree with you! A lot of the time actually, the labs and product are identical for cosmetics, just packaged differently. Same product formulations.

[@farashahanem]

@amberr6 I believe this practice was known as “farming out the market,” or something to that effect, back in the 1980’s. Paula Begouin (I probably butchered her last name) talked about it in her book, “Blue Eyeshadow Should Be Illegal.” An eyeshadow, for instance, out of the same vat, can be sold by two different companies, just with different packaging.

[@mb-kh2nb]

The formulas are not the same I checked less money does mean something

[@EmL-kg5gn]

Exactly!!!!

[@T_Swizzle.13_fl]

I am all about affordable alternatives and dupes. If her ideas were so intellectually exclusive then she would have obtained patents for them.

[@Raine-97]

100%

[@lynettefinnigan9540]

You can make just as much money from selling lots of a cheaper product... but the snobs like to pay outrageous prices so they're 'better than everyone else!!'

[@duckieeeebot833]

I’m not going to lie, but Charlotte Tilbury’s marketing doesn’t leave me wanting to try her products. I know the “dahling” thing is a nod to her brand being luxe and an experience, but it’s always put me off a bit. She does well, so it’s not like I’m a huge majority or anything, but I really am grateful for the dupes. I’m glad I didn’t spend a ton of money to find out that the blush/contour/highlighting wands are not my favorite forms of those products, as an example. I hope ELF continues down the path they’re on, I’ve really come to love the brand over the last decade or so.

[@suzannesbeautyroom6087]

I own one thing by charlotte tilbury and I don't even know why I bought it lol

[@RR-mv1vr]

Totaly agree the marketing is so over the top I don’t want anything from them anymore

[@awesomeirlable]

It comes off as gaudy that and as a dark skinned woman, I’m even less impressed by her inventory. She’s only recently expanded her shade range

[@DiMagnolia]

She rubs me the wrong way haha

[@christinecho779]

The charlotte tilbury prices are ludicrous. I think luxury brands all around are going to feel that people want quality at a reasonable price. There is no justification for their items to be that expensive.

[@AribellaAC]

There will always be a luxury market and a bargain market. People will naturally get in where they fit in. It wont have too much of an effect on either brand, they may make or lose more money but it wont be enough to break them.

[@sebumpostmortem]

There is a justification. The high prices pay their obscene lifestyle.

[@farashahanem]

You’d thinks someone as rich as CT could afford classier-looking outfits. That get-up she was wearing made her look like an older woman who’s trying way too hard. 🤮

[@mb-kh2nb]

Ppl with money will always buy luxury as the culture around them is like that. People that can't afford it are not their target audience

[@christinecho779]

@@mb-kh2nb that’s not actually true.

[@JENIA_SH]

everyone imitates everyone else... If she is not sure about her overpriced product that half of its price comes just from her name... We will continue to buy the cheap brands that charge a fair price If it is possible to imitate their product at a tenth of the price, it means that the product is not priced fairly

[@hardshell9236]

It’s not just name🤦‍♀️it’s the packaging cost and salary she pays to employees!

[@moonstar9101]

@@hardshell9236 Do you really think any rich business owners pass their wealth to their employees? I doubt it. That’s how they are rich!

[@mb-kh2nb]

I like high end and will buy it when it's good. I personally find good high end makeup kills good Drugstore. However charlotte tilbury sucks lol

[@laurastrobel718]

I remember when E.L.F. was just a simple little dollar brand. I love their products and I'm happy they've expande dupes or no dupes. Ms Charlotte is doing fine looks like it, she'll get over it. I didn't know about these ELF Super Bowl ads, I be looking for them. Thanks Kelly 💖

[@conniefluke1026]

Feel like CT wouldn't need to worry if E.L.F wasn't actually also matching or closely matching the quality at a very close quality. If CT is coming out like this, seems to give E.L.F more legitimacy of its product?

[@lavoixdevelours]

It was a silly PR stunt. Elf is the biggest threat to her pocketbook because they’re in thousands of stores.

[@AlicePRabbits]

I’ve been tempted for hot second by a few CT products, but then I sobered up.

[@Trioditis]

See, I don't really think so. The average ELF customer is not the same as Charlotte Tilbury's, at least in terms of income. I think CT is salty because she feels she "invented" these products and ELF is copying her products that do well, which most drugstore brands do but they typically are copying prestige brands that are owned by the same parent company that they belong to (so there's less concern over market saturation). See L'oreal vs Too Faced mascaras, L'oreal launched a dupe for Better than Sex by TF but both are owned by Estee Lauder so there's no chance L'oreal will get sued lol

[@amm430]

Elf is a threat because they made a better product. Plenty of us CT customers stopped using the CT product after the elf dupe came out bc it’s simply better, and that’s what Miss Darling is really mad about.

[@amm430]

@@TrioditisYou’d be surprised. Those of us who buy and afford luxury still like to buy drugstore too. Also, we are the older generations (GenX and Boomer) and are brand loyal to many drugstore brands that we grew up with.

[@ambers.1454]

Thank you for addressing the massive amount of waste and resources for shipping empty boxes for a marketing campaign to try and snub ELF. We can’t be perfect, but we and companies can make better choices to protect this marble we’re stuck on. I know people have strong opinions on dupes but the mark up on prestige brands is bonkers. Yes they’re paying for R&D and the innovation. Even so, it’s not like they’re just handing formulas over to drugstore brands. Those brands still have to figure out how it works and are still doing it cheaper.

[@CareyXO]

I will never understand the craze over dupes. In every single category of products sold, if something becomes popular other brands in that industry will create a similar product. It’s not limited to the beauty world and it’s not a new concept. My husband works in the building industry and has for 25 years and even appliances for homes are duped. Every time I read comments on trendmood my eyes roll back in my head over the dupes comments.

[@lspbeautea4791]

Yes!!!! 🙌🏻 thank you. I’ve been saying that and you’re the only person I’ve come across to bring this up.

[@kayla4702]

This is sooo true!! Even water bottles and coffee travel mugs are duped. It's like @IAmJamila she spoke about how those who are buying each of these brands in separate price points, aren't typically buying from the opposite price points. Like those who buy Charlotte Tilbury aren't typically looking for Elf and vice-versa. If that makes sense.

[@CareyXO]

I feel the same way. It seems obvious me, yet the negativity surrounding dupes remains. To me the beauty industry is no different than any other industry that creates like products. I mean you can get knock off Fruit Loops 😂 or how about the cups we drink our water from. EVERY popular item gets duped.

[@coffeee-1840]

I also find it frustrating when ppl call a product "a dupe" just because the package is similar or almos identical. I consider dupe something that has the same formula not outside container. At the end of the day i don't want my lip oil to look like dior but feel like Sunflower oil.

[@xorayne_]

and also everything isn’t always a dupe! Like elf is obviously duping Charlotte Tilbury but some of their products are just a popular formula of a product, not necessarily a dupe. Of course they had lip oil but they weren’t directly duping anyone in my opinion

[@rememberme626]

Charlotte needs to have several seats and stay seated 😂

[@kellygreengables3936]

100%!!! Charlotte doesn't have a monopoly on some of the products that she sells. She doesn't own nor did she invent things like sponge tip applicators or glowy foundation 😂

[@lc-il6wr]

😂

[@alexandrrra5627]

I understand why she feels salty tho, it's her baby! She was the og to create that exact product and I feel like everyone would be upset when it gets blatantly ripped off. On that note, I love elf, their quality and price point and the fact that they are vegan and cruelty free.

[@miac6262]

What 😂 I hope elf gets sued one day. Elf copies colors and packaging . It’s obvious what they r doing

[@AnnafromHungarylvNW]

​@@alexandrrra5627Entrepreneurs like her love capitalism until they get competition 😂

[@steffiewatkins4392]

Well can anyone ACTUALLY believe anything Makayla says?? She well known for NOT being a truth teller.. 🤷🏻‍♀️jusss sayin. That’s one of the reasons I don’t watch or follow her anywhere. Can’t trust her opinion 🥴

[@scentedbeauty]

I came here to say this too!! I don’t trust anything that comes out of her mouth anymore. Had to block her from coming up on my FYP

[@a.m.7015]

Yup anything she says is a discard for me.

[@streetfamily6909]

Agreed!

[@cristianasaras6898]

I can’t get through 30 seconds of her voice it’s like fingernails on a chalk board

[@RobertaNicholson1374]

I unsubscribed from her too. Right feed her non apology over the fake lashes. Her attitude is trash. Her entitlement is trash. I have no use for her.

[@shaynalightfoot1414]

Everyone is in a different place in life. The era of “dupes are tacky” was when millennials were in high school/university and gen Z Was in middle school. We’ve experienced so much since then. Brand launches happening every 3-5 business days, the near collapse of the housing market, and infrastructure on the brink of collapse (airplanes losing their doors, roads, etc.). The dupes we are seeing now is not identical color stories of eyeshadow. We’re seeing the formulas and the science being made accessible to a wide range of price points. That’s equity! That’s good!

[@godzandheros]

um us millenials were in college/out of college at that point, not still in high school wow

[@Annalovesautumn]

When I was getting into makeup the problem was seemingly quality - cheap dupes were not matching quality and were profiting off nothing but the association with the original without delivering anything useful. Personally if it's good and it's referencing a product that I wasn't going to buy anyway I have no issues with it.

[@shaynalightfoot1414]

@@godzandheros I know the era ranges can vary from site to site. I was a basing my generalization on 2014 era make up. Since I was born in 1994,I was a sophomore/junior in college. I’ve seen “millennials” include people born in 1996, so taking into account if they were born later in the year and may have started school at 6/7 instead of 5/6, a millennial could be in high school in 2014. I get that the years for the eras vary and there are times when I think 5 years ago was 2016. I hope this explains my rationale.

[@UnpurrfectRobyn]

Charlotte Tilbury is doing just fine. I am all for elf and any other brand bringing makeup trends to the masses. I'm not going to apologize for not wanting to drop $49 for her Flawless Filter when I can spend $14 on the elf Halo Glow. I'm also not going to judge someone who wants to buy the Charlotte Tilbury. We all have agency and can choose how we spend our money. Charlotte Tilbury has every right to charge whatever she wants for her product, but she has to realize that she's priced out a good portion of consumers. Elf has every right to try to capture the consumers she left behind. It's called free market capitalism.

[@Stacey7742]

I’d like to know how much companies like Charlotte Tilbury are making off of their lipsticks, bronzers, etc. There are people out there right now who are struggling to buy groceries and gas for their cars. Me thinks Charlotte is a little out of touch with the average consumer right now. And I never understood why some people get mad at the companies duping products rather than the companies overcharging for their products. I can understand a skincare product being a little expensive because it has expensive anti-aging ingredients in it but a lipstick or a bronzer? Don’t get me wrong, these companies can charge whatever they like but if you’re charging $40 for a bronzer don’t start crying when people are buying bronzers from Elf and Milani, especially when the economy sucks like it does now.

[@moondra3481]

That may be true..then again on the flip side of that why is no one complaining how a 9dollar bronzer now costs 15..or a 10 dollar hydration product now costs 13???

[@Stacey7742]

@@moondra3481 I’ve seen lots of people complain about the rising cost of drugstore prices. But with the higher cost of ingredients and packaging materials you kind of expect it and since it’s still pretty affordable you don’t feel like you’re being ripped off.

[@moondra3481]

@@Stacey7742 Cool it seemed like they were only complaining about high end products. I use both high end and drugstore. Also people are forgetting one thing they are not raising prices because they want to they have to the tarrif system currently is out of control both incoming and out and that has a lot to do with it as well. Will I ever spend 70bucks on an eyeshadow palette? Yes but only on Dior it's worth it. It all comes down to quality.

[@Stacey7742]

@@moondra3481 I buy high end and drugstore too and I agree. It comes down to quality.

[@moondra3481]

@@Stacey7742 😁

[@Aimee-Gates]

I think it is kind of on point for Charlotte Tilbury to dupe what ELF has been doing to them. But I LOVE the fact that it is calling out ELF. The sad part for me is that ELF products sometimes actually perform better than the duped product. IMO Charlotte Tilbury is not that good of a brand. Their eye shadows are just meh for me.

[@cassandra816_]

Yesss! I bought her quad and in 4 hours the mattes did not held up! 🫠🫠

[@wearegoingcrazy6758]

mary idc about the eyeshadow everything else smacks

[@lynettefinnigan9540]

I 100% agree with you about the amount of Land Fill and wastage in those rediculous packages for influencers!!! If it was a display in a shop for a month or more, you could understand it, but they open it and its all tossed out in 2 seconds!!! The land fill for the next 200years breaking down!!!!! We should be demanding brands STOP this, not onlt waste, landfill, etc.. BUT the cost of all that rubbish is then added to the cost the consumer eventually pays, we could save 100s of dollars a year each if they stopped all that PR...BS!!

[@lsjvbrt4455]

E.L.F.’s commercial with judge Judy and Suits actors was genius, I didn’t know they made that😂 I love high end makeup, formula can be good in drugstore but I’m a sucker for look and feel of a product, to me it feels more like a me-moment. However no shame to a brand that makes pricey (sometimes overpriced and overhyped) products available for more people. Especially when life in general is getting more and more expensive! CT calling out E.L.F. on the duping is funny but I do wish they didn’t do it in such a wasteful way..

[@judieloveday1643]

Wait until the Australian brand MCo is released in the US. Even the packaging looks very similar to Charlotte Tilbury's products.

[@Ri-tu]

wow i looked it up! you're right, the two are very similar!!

[@Ri-tu]

and it's not just CT, there's benefit, estee lauder, essence, loreal, so across the board basically lol

[@PinkFinch-fi8ko]

My first thought with the empty lipsticks was “wow what a waste of packaging” 📦🤪 I had no idea about these brands, shading each other, back and forth, I learned something new today!

[@mriollano]

I’m having flashbacks from when Kat Von D made ig posts calling out brands copying her shade & light contour and eyeshadow palettes. On one hand it sucks to have your work duped but on the other people don’t want to drop $$$ if there’s an affordable alternative. I think elf should work on new innovative formulas- they have a lot of people’s attention now, or they could work on a few collabs with creators.

[@MissMirabella333]

Yeah...that CT PR packaging is so waistfull...also that they sent the real lipsticks seperately 🤦‍♀️ good idea, but it should have been "normal" size packaging and maybe the real lipsticks would have been hidden at the bottom of the box or something 🤷‍♀️

[@alexandraahmad5543]

The way I could listen to your musings 24/7. The way you tied so many sources into this video, I genuinely felt like I learned a lot. So much love, always!!

[@Lindababiie]

I think the reason ELF’s dupe do so well vs other brands in the past that were just “dupe brands” is that ELF comes with the quality and cute packaging. As someone who likes to buy a mix of high end products and drugstore products I dont mind a good quality dupe. Charlotte Tilbury is not hurting for money. People are always gonna buy Charlotte Tilbury and other high end brands no matter how many dupes ELF makes.

[@Letty4]

Elf is doing so well and I can't wait for the commercial! I bought the stock in early 2021 because I thought they would sell a lot during the period of high inflation when people are watching their money. Then they started knocking so many dupes out of the park! I'm patting myself on the back for my great stock pick!

[@andystpierre6086]

I remember from long ago when makeup revolution was not only dupe-ing but just copying eyeshadows palettes and frown upon! But now, e.l.f. Is kinda celebrated doing the same thing 😅 On another note, like it’s been mentioned… is Makayla trustworthy? No… so I’m pretty sure it was on purpose that those boxes were empty.

[@SarahPaceSings]

I think they get away with it because elf dupes expensive brands where revolution sometimes dupes smaller brands.

[@phoenixfritzinger9185]

@@SarahPaceSingsalso the quality of the elf dupes is much more consistent

[@NaomiDollxoxo]

Agreed. The hypocrisy

[@TheBurrito171]

The market has drastically changed, and people are being squeezed from all sides, with cosmetics companies inflicting some pretty egregious greedflation. A simple mascara is like 10 dollars over what it used to be. Every price has been jacked up regardless of any actual need. They are no longer the darlings in people's minds and all good will to them has tried up.

[@0ffline333]

I think the issue with MUR (apart from them stealing from smaller, indie creators) is that they would have the exact same packaging, shades and sometimes names to higher end products. ELF, as far as I know, at least change the packaging and name and isn’t as “in your face” with the duping

[@joannsanchez9302]

Hey Kelly! I really like this type of content you post. You really do you research. Maybe you should consider being a beauty news correspondent! Also, it's pretty amazing how you can do your makeup so FLAWLESSLY while giving us the tea!

[@DerrickMayFan]

she's great but I'm not paying $50 for 8 grams of powder

[@adrienneczerni6516]

Or at least I’m gonna pick a different powder

[@DiMagnolia]

@@adrienneczerni6516😂

[@shellteresa778]

The truth is all brands seem to copy each other. If consumers love a package & type of product all brands switch to that. Tarte came out with wands just like CT have. What the high end brands are mad about is that it shows us their products are over priced. Personally I feel the L’Oréal glowtion is better then CT glow primer.

[@palomaaviles5998]

I think the reason ppl support elf and not those other dupe brands is because elf is cruelty free and they have an very inclusive brands and they also fair trade certified..none of the dupe brands were those things. A lot of prestige brands aren't those things (even though they can afford to be) elf is changing the game and showing people is doesn't cost that much to make quality make up. And those prestige brands are a scam and their history is often riddled with horrible controversy. Like racism and sexism and just straight up scams. And elf isn't.. so although some may say it's tacky it's still ethical and in my mind some one has to do it to the prestige brands.

[@DiMagnolia]

They also (from what I’ve seen) don’t copy from small indie brands, only big high end companies. Plus, I like that although they sometimes reference the original in the package design it’s still unmistakably ELF.

[@mamarobyn]

Charlotte gives me drunk Stepmom vibes... Idk i can't get on the Tillbury train...

[@joannepinnow6929]

Same! The "dahlings" thing is so cringey. Yuck.

[@Grace_ingrid]

Especially considering a lot of that material isn’t recyclable (on average) and I’m finding out many states don’t even have recycling programs and some that do don’t recycle paper 😢

[@shiloh.xx0]

elf made an add totally shading rare beauty!! it was something like “23 dollars for a liquid blush? nah try our 7 dollar liquid blush” 23 is the price of the rare beauty blush 😭 did anyone else see this??

[@nova4476]

Yes! I saw that ad and wondered what brand they were referring to. Funny thing is I have both 😅. That Rare Beauty blush is the only expensive product I own haha

[@mb-kh2nb]

​@nova4476 i love high end but those. Elf blushes are good. Otherwise meh

[@schminktisch]

@@mb-kh2nbI didn’t know they had a dupe for the rare ones! Are they as good and pigmented?

[@gracekraatz3865]

I feel like elf toes the delicate line between inspiration and shady dupe well. Prior to 2020 there were so many dupe brands whose only tactic was getting as close to the exact copy of the packaging (see MCoBeauty’s version) versus focusing on making a good formula dupe and having packaging that is obviously referencing the high end product (like maybe the same bottle type but not necessarily the colours and font used by the high end brand). And this makes more sense especially as a way to tell consumers what the product is and how to use it-especially with a product like flawless filter which was a category defying and very confusing product at its launch (anyone else remember people using it as a foundation and being confused because it’s kinda a primer and a highlighter with some coverage and a shade range). So I feel like especially in the days of beauty getting so expensive a brand like elf has a place in the market simply because they do it well and as the dupes are good products and not just trying to confuse the consumer into thinking they’re buying the real thing by getting as close as possible to identical packaging I think it’s fair game.

[@marylove909]

I don't mind dupes...I've certainly purchased a few, but I do feel like ELF has become too dupe heavy. I think they need to create some of their own original products like they used to. Maybe they do and we just don't notice because the hype of dupes takes attention away from other products they make.

[@yeetnama9094]

it's stealing whether we like it or not.

[@ericawarren]

e.l.f. has the quality, and they've made great makeup accessible. I hope they continue to dominate. The Halo Glow liquid filter under the PUR powder foundation makes you look like you glow from within. I love it!

[@herefortheshrimp1469]

That INSANELY wasteful PR packaging makes me not want to never buy anything from CT again -_- I dont care what cutesy marketing crap they're trying to do. I thought we moved past this!

[@pattyelaine9563]

I’m glad you pointed out the wastefulness for CT PR stunt. Think of all of that going to the landfill. 😢

[@mayhit]

There was a time when I might've found it a bit tacky for a brand to do so many blatant dupes. But with the way that so many brands have been using "inflation" as an excuse to do exorbitant price hikes, I'm at the point now where ELF just feels like they're giving consumers a way of flipping these brands the bird in a language they'll actually hear. Don't want to lose your customer base? Don't sell a replicable product for nearly four times what a budget brand can sell it for while still making a profit.

[@melissaverdoni845]

elf be raising their prices too.

[@melissalang8278]

Girl, these videos are so great. You're earning an MBA with the way you research and understand the subject. xoxo

[@jennyyyy189]

I think the idea of stealing a makeup "concept" like glowy base product or shimmery liquid blush, is not really stealing. The fact that it's liquid and glowy doesn't mean it belongs to you. Before the flawless filter became big, it may have been a well sold product and popular among MUA but I don't remember the average person being hyped about it 15 years ago. Yet when I went to the drugstore 15 years ago, I could definitely find a similar product, just with different packaging. Same with her blush or dior lip oil, those things used to be around in the drugstore but were just packaged or named differently. Elf didn't steal the exact formula CT uses or the product itself. They're just smart with their marketing and yeah they're stealing the packaging, which should not be the main reason I buy a makeup product anyway.

[@purplebutterfly314]

I find it funny that some of the same people that roasted Makeup Revolution for being a dupe brand are now all aboard the hype train for e.l.f.

[@TheMeowizer]

makeup revolution is better in quality imo

[@nicoler5713]

Yeah this is what I think about a lot. Like, I don't like MUR for... various reasons, but it's funny how loud people were about how HORRIBLE they were for duping stuff like KVD's Shade and Light palette and now, crickets.

[@donotresuscitatetrampstamp]

opinions can change tho but i get what you’re trying to say

[@jammingirl17]

I also think that elf hasn’t duped any indie or small makeup brands, which was the main issue for me a revolution, so I think that also might be why people don’t have the same energy for it

[@giuliagallus1122]

I’ve seen multiple people bash Essence and Catrice dupes and in the same breath praise Elf for doing it… They’re all the same in concept 😅

[@make.upexperiments7269]

I’ve actually been so over elf for a bit now. I got sick of them when I kept seeing mkayla in every other ig post. And then they explicitly said “one of the reasons we have record profits is from raising our prices!” Though at the time they said they *had* to raise prices bc something something supply chain. And recently they hired lipstick nic so I’m worried they’ll start collabing with the worst people on yt like Morphe did…. It’s just so many red flags from elf. I hope I’m wrong about them, but I’m still taking a break from them for a bit.

[@LetsBiiny]

I got a Charlotte tilbury ad before this 😂

[@GennM1107]

Me too 😂😂

[@daft_j]

so did i

[@karindwarswaard]

I get it for almost all the videos that I watch

[@sagebeauty]

I mean CT is hardly struggling…she has her loyal almost obsessed fans. I have one CT product. Her range is super expensive here in Australia as one retailer has the licence and can charge a small fortune for eveything. One lipstick is $53 AUD.

[@wendee13]

Who remembers when elf was $1 and in their FAQ when asked how they can have good quality for so cheap, they said they don’t waste money on ads

[@MissBeeeBeee]

Apparently now they don’t waste money on product development either. I understand all the reasons people give for loving this kind of aggressive marketing of dupes, but what about actually developing unique, ORIGINAL products that attracts consumers just like CT’s original products did (except more affordable)? Nah, too much work. I cannot. 🙄 This video inspired me to never give elf another dollar. Hypocrisy galore.

[@tashaleffingwell3116]

Love this video ! Go E.L.F we all deserve a little magic to play with even if we can't afford hundreds of dollars !

[@kateliness2]

I have no problem with gentle ribbing or shade. But i agree the packaging seems incredibly wasteful. I enjoy several CT products. I do wish they offered all their shades in minis. I've wanted to try the HFF for a long time, but my best sbade is not sold in a mini, and I can't justify that giant bottle - I would never finish it or the elf before it expired (also not certain elf has a shade for me- it seems to run a lot deeper than CT).

[@Epz503]

I think I remember you mentioning once that you worked in marketing in an unrelated industry, and I love your take things like this!

[@R5000-f9q]

Just found this channel. Great job!! Love seeing Elf knock these pricey lines outta the park. GO ELF!

[@shelbyanumandla7499]

This elf ad is nuts!! They brought in Suits actors! 😂

[@RR-mv1vr]

The lack of care for wasteful packaging is absolutely astounding

[@bhidalgo6908]

E.l.f's strategy is similar to what Inditex (i.e. Zara) started doing in the 90s, they decided to "recreate" popular clothing items (rather than designing new stuff), have fast inventory turnover and watch what people wore on the streets. So IMO, e.l.f has invented "fast makeup". I don't own any e.l.f products (hard to find in Europe), but I find CT overpriced (with a few exceptions). CT needs to rethink their business strategy...

[@pinkbubblesnake]

Fast makeup was made by revolutionary imo

[@christahodges]

Good morning, Kelly! Happy Thursday! 😊

[@wplants9793]

Woah that graph at 9:59, L’Oréal dominates, but I wonder if it is ALL 36 brands L’Oréal owns, or just the make up, or just L’Oréal itself. Because it is impressive that elf can compete with such a massive company if the graph is about L’Oréal as a whole. I kind of think it is since Coty is a parent company too and it is included on the list, or does Cory still have a namesake stand alone Coty brand? L’Oréal makeup division owns a bunch of luxury bands as well as Nyx, Urban Decay, It Cosmetics, Maybeline.

[@IzzyOPR]

I love all the controversy these types of thoughtful videos make, lol. Keep up the good work!

[@melissaw6446]

Please, give me ALL the dupes! ELF is the best at doing it!

[@jenny4107]

honestly I didn't know about any of this lol but it's hilarious! I actually have the Halo Glow and though I don't use it everyday, I've found myself using it more than I expected this winter to help combat the dryness I'm experiencing (I usually have the opposite problem but I just moved further north and the climate has been hard on my skin). The prices of everything are just continuing to rise and it's to the point now that products I could just barely justify purchasing are now too expensive for me to afford, so if there is an alternative that is nearly or just as good but at a lower price point, why wouldn't people buy it? I think e.l.f. is reading the room, so to speak, and giving their customers exactly what they want while still keeping the products at a decent quality. Thank you for this video, I learn more from your channel than any other beauty youtuber I follow!

[@suwush]

I like Charlotte Tilbury because she ACTUALLY has my shade, elf NEVER has my shade and I'm just too pale and cool toned.

[@moondra3481]

I agree with you! When it comes to certain products like foundation etc even moreso as you get older your skin changes and that whole it's all the same is not true. I used to use L'Oreal mascaras that is, until my lashes started to fall out switched to lancome (a L'Oreal company) and not one problem

[@yensid4294]

It's been interesting to watch the progression of attitudes regarding this. 2015-ish, there was genuine disdain towards cheaper, knock-off products. The quality was bad, they "stole" ideas & deliberately chose to mimic packaging & IPs to confuse the consumer. FF to now, & the ridiculous prices of cosmetics amidst a worldwide pandemic & unemployment, well...attitudes have changed. It also helped that ELF for the most part was making a good quality product according to most reviewers & having a stable product line which they really hadn't in the past. You can copyright/patent an IP or a logo, but you really can't claim ownership on a color/color combo or concept. So as long as ELF isn't trying to present their products falsely as being Charlotte Tilbury's, not sure there is a legal crime here. But I could understand CT being a little salty about it altho liquid blushes are now being done by everybody because there is a market for them so...eh...

[@lalacarroll431]

I wonder if the “missing lipsticks” were underneath the main package where you could see the lip liners but not the lipsticks? I don’t think 🤔 that Mikayla or any of the other creators didn’t know what was going on. I could be wrong. I really love this series Kelly ☺️❤️

[@SprucedandGussied]

I've been out of the beauty space for a while, sometimes watch a video here and there to see whats been happenng. AND omg, you took the words out of my mouth. Yesterday when I saw the ELF superbowl commercial, i was like daaayum, they must be doing amazing. I've been buying ELF from early on-from the dollar days. even used to shop at their brick and mortar stores. When the stores were closed a couple of years ago, I figured they grew too fast and opened too many stores. But now see that they've totally come back from it. I knew ELF was big with the tiktokers, but had no idea they were this huge. GOOD FOR THEM! I love a great business comeback story! The NYX commercial also blew my mind. I was using NYX when it was only sold at beauty supply shops, so to see their success is also an amazing thing.

[@sagebeauty]

Your research is excellent. I am so interested in the deep dive! That they own those other quite trendy brands especially Naturium is making my spidey sense tingle re those content creators that haven’t called out ELF for duping 🤔🤔🤔

[@biogirl1381]

whoa, i didn’t see this coming, but i’m definitely not surprised of CT not sending out RIDICULOUSLY WASTEFUL PR BOXES!!! i’m not mad that elf’s duping brands, because other brand’s prices are criminally expensive for what they are. i can’t wait to WATCH elf’s super bowl ad!!! listen, i love mean girls, and i’ve heard many people say that they hated it, and i don’t plan on watching it. i love the elf mascara!!! btw, i love your eye look and nails!!! i reallllly want to get the new summer fridays lip oil, but i need to know if you like the lip balms more??? 💗💗💗

[@JenniferSmilesNow]

My grandparents had a restaurant on the upper east side in the 60s and used to advertise in fun ways (1) upside down advertisement in newspaper, if you brought it and told them what was wrong, you got a free glass of wine. 😂

[@pasitheathanatosasmr488]

I’ve been having a really stressful time for the past few weeks, family stuff, moving, dog, everything. Michelle, your videos, always help me relax, laugh and not worry so much. Thank you so much Michelle seriously there isn’t another KZbinr out there like you that has the capacity to make such a difference in 10 minutes.

[@laikanbarth]

Imitation is a form of flattery. So CT should be happy 😂😂😂. I love ELF and I’m grateful that they give everyone a chance to try the luxury dupes!!

[@icu3869]

INCREDIBLE COMMERCIAL FROM ELF! It was so entertaining ,”of the moment”, smart, funny, engaging, with a great cast and incredible direction and production! I am amazed it didn’t go viral. There should be tons of videos discussing how well it referenced so many aspects of pop, culture, high school social dynamics , how on line life merges with entertainment, etc. it’s really such a fresh, toungue in cheek creation- how is this not on the radar?

[@TattyDarling]

I like to support the people who create the original stuff. They came up with it, put all their love and energy and passion into to making it….and then it’s stolen by someone else who tries to take all the credit. It’s the same with fragrance. It’s such an art and soooo much energy goes into creating a magical DNA and then unscrupulous thieves steal it and charge less. They can charge less because they don’t have to create it. It’s easier and cheaper to copy something than to create something new. Just like it takes less time to plagiarise someone else’s writing, than write something new and creative yourself.

[@bethraymond777]

Fascinating vlog Kelly, great job. I really enjoyed this. ❤

[@AirBeat-lk3pl]

I know both Charlotte Tillbury and ELF are cruelty free, but I would be interested to know more about the other ethical aspects of the brands: factory conditions for workers, eco friendly packaging and production, transparency about that and waste (what, how much, impacts) basically a full study of the life cycle of the products you know? Obviously both these brands are not perfect, but is charlotte Tillbury much more ethical to justify those prices? I’m really not sure!

[@AirBeat-lk3pl]

Also the « health » aspect, the quality of ingredients. Are the ones elf using more harmful for the skin? I think charlotte Tillbury wants us to think it has better ingredients, but I think that brand just makes a higher profit..!

[@Sassysequins716]

Agree! Mica is a huge source of “ethical” controversy: are these companies sourcing it where child labor is the norm? Unsafe work conditions? Or are they using synthetic mica? Tracing the mica back to the mines. Etc. There are so many things to consider when I look for products. It can be overwhelming to have a product and company check all the boxes: vegan, cruelty free, ethical, price point, fair wages, ingredient sourcing, etc. Thanks for this deep dive, Kelly! Very informative and well done!

[@nofarDcohen]

Charlotte Tillbury was sold to Puig. not cruelty free. elf are and always were cruelty free💙

[@isabel-the-morel]

​@@Sassysequins716 elf uses synthetic mica, but it’s unclear if Charlotte Tilbury does. If you want to check if a brand uses synthetic mica or not, look at the ingredients list for a product that would have it. If it says synthetic fluorphlogopite, thats the same thing as synthetic mica, but if its just listed as mica, it could be either.

[@Sassysequins716]

@@isabel-the-morelthank you!

[@itssarahbeth]

I live for dupes! Like no one has time to spend the price of CT makeup. I love e.l.f makeup and the halo and putty line has transformed my makeup looks 😊

[@hippopotamusanonymous1580]

It’s not that we need dupes we need the overwhelming greed to stop, if we stop buying prices will go down.

[@janebilleter5299]

I appreciate that there are lower priced items that have amazing quality......I am grateful for Elf products!!!!

[@remy7257]

It’s okay to think that most CT (maybe not all!) is overpriced and overrated *and* that not every elf dupe (but some!) is really a perfect alternative to a product 10x the price. This is fun marketing, and Charlotte’s over-the-top personality is entertaining. I don’t think CT would be going to these lengths if they weren’t at least a little threatened though lol

[@kanshikan]

lmao that judge judy ad also has actors from the show Suits!!! 😭😭😭😭😭😭 jessica pearson, louis litt, and donna paulsen.

[@YANEXiLOVE]

I'm here for the Tea!

[@laylaknowles237]

I heard someone say, if you think luxury prices are expensive, they're never going to seem worth the money. Some luxury products are better, but they're mostly about the experience. Seeing Charlotte Tilbury call out elf seems to cheapen their brand IMO. It's classier to keep your head up and not mind the competition- it's not really competition since they have different target audiences.

[@Marielama-gd7ur]

Every product is at risk to be duped : food, clothes, handbags, computers. And sometimes the dupe is better than the original : years ago Dior sold a nail polish; its color was nearly black with some very dark red. Quite new concept which cost about 45 USD. Then Catrice offered a dupe, a perfect one, for 7 USD. The funny side of this story is that the dupe lasted much more longer on the nails and in the bottle. I never bought a CT product. I could probably afford one or two of them, but I prefer to buy a mid-size palette from N Denona than a quad from CT for mor or less the same amount. I do not need luxury packaging for my make-up, only solid and easy to use, My only concern with Elf is that I heard they produce a lot in China, which enable to offer low cost products. In the same time ColourPop produces in California and offers also low cost and good products. Therefore I suggest that Elf should produce more and more in the US in order to create jobs in the US. Make Up Revolution offers as well CT dupes; shall we see another scandal about it ? Thanks for the video

[@sarahelkot5950]

I think that it is not only elf that is inspired by this packaging..we now have tarte,milani..flower beauty...etc

[@jerrioconnell5568]

E.l.f. keep doing you! We will support you!

[@zozofab02]

Looool girl I’m glad you mentioned this cause the shade was so subtle. I’m here for it baby 🤣

[@chrischris7003]

For the terms of wasteful packaging for the campaign, idk but i dont think its thats crazy. I've seen commercials and campaigns use tons and tons of product or other supplies for an ad. Its just part of the cost of the campaign, and the items being "missing" was the point of the ad entirely so it was prettty necessary. What if all those empty boxes where just sitting behind a model in a photo shoot as a colorful backdrop? Its the same about of packaging beeing used for the ad? I dont really see a difference in the use of all that packaging

[@WolffBlurr]

Lololol the product placement in mean girls made me cackle out loud in the theater 😂 I feel like it works though because the whole movie is so campy. I really enjoyed it and would totally watch it again.