
This E.l.f. Beauty, now, is a right peculiar thing. Seems folks are payin’ good money for paintin’ their faces, and this company is sellin’ it by the wagonload. They’ve upended the old guard, these young whippersnappers, and are doin’ it with ingredients that don’t sound like they came out of a chemist’s nightmare. They’re caterin’ to a generation that cares more about what’s in their cosmetics than what the fancy bottle looks like, and that’s a sensible shift, if you ask me. They’ve even gone and bought up a fancy brand called Rhode, run by a woman who’s famous for bein’ famous, which strikes me as a bit of a head-scratcher, but they seem to be makin’ a go of it.