BEAUTY aficionados were left in despair after affordable make-up and skincare brand e.l.f. axed a fan-favorite eye product.
The company’s beloved Liquid Glitter Eyeshadow line first disappeared from store shelves and is now going AWOL online.
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Advertised as a “quick-dry liquid gel glitter eyeshadow for all-out glitz,” e.l.f.’s Liquid Glitter Eyeshadows were a favorite among beauty lovers.
Worn alone or as an eyeshadow topper, the glittery make-up made for an elegant and alluring eye look.
A staple in many customers’ make-up bags, the e.l.f. line was unfortunately discontinued, according to online shopper reports.
In a Reddit post from last year, a fan of the product shared that e.l.f. had announced on its Twitch livestream that it would be discontinuing the line of glittery eyeshadows.
Read More Discontinued Items
“I’m so bummed about that because those are my holy grails and I get sooo many compliments whenever I wear them!” cried the shopper. “I’m not sure if they’re gonna be gone for good or if they’re just being reformulated but I’m hoping for the latter.”
Elf Cosmetics
e.l.f. is a popular brand of affordable make-up and skincare products. The company’s name stands for Eyes, Lips, Face.
It sells a variety of bath and skin-care products, mineral-based make-up, professional tools, eyeliners, lipstick, glosses, blushes, bronzers, brushes, mascara, and more.
The company was founded in 2004 by Joseph Shamah and Scott Vincent Borba, two beauty lovers who sought to fill a gap in the make-up market.
The duo noticed that there were frequently pricey cars parked outside of 99-cent make-up stores, sparking their desire to create quality, affordable products.
“I saw all these women with Louis Vuitton purses, and they were just buying truckloads of lip balms and nail polishes,” cofounder Scott Vincent Borba told CNN.
Borba and Shamah were inspired to create e.l.f., on a mission to find factories that understood their mission to create high-quality yet reasonably priced make-up.
“We feel women shouldn’t have to skip lunch or not go out for dinner or have other cutbacks to afford make-up,” Shamah told CNN.
Today, beauty lovers can score e.l.f. products at popular retailers nationwide.
Although unclear whether e.l.f. officially discontinued all the shades of its Liquid Glitter Eyeshadows, the product has widely disappeared from store shelves and is becoming increasingly tough to find online.
GLITTERY TEARS
The Liquid Glitter Eyeshadows were previously offered in a variety of shimmery options, including Copper Pop, Flirty Birdy, Dirty Martini, 24K Gold, Ocean Eyes, Black Magic, Bling Bling, Pinky Swear, and Disco Queen.
The latter shade, a gorgeous silvery color, was a popular pick among e.l.f. fans.
“THEY EVEN TOOK DISCO QUEEN OFF THEIR WEBSITE. BRING BACK DISCO QUEEN,” fumed a fan on X.
“I’ve been using it for two years and I’ve been out of it for months but haven’t been able to find it just to find out they DISCONTINUED MY FAVORITE EYESHADOW.”
She wasn’t the only one let down by the product’s disappearance.
In a post to the r/MakeupAddiction subreddit from six months ago, another concerned fan questioned if the Disco Queen shade was being discontinued.
The user noted that, at the time, the e.l.f. website listed the shade as merely being out of stock.
“I’m worried it will be gone forever. It’s my favourite eye product that I own and if it was to disappear I would be very sad,” she wrote.
Two months ago, another user commented on the post that they were similarly unable to find the product, except for listings by a few “sketchy” resellers.
“I’m so devastated I loved it so much,” cried the shopper.
A visit to the make-up company’s website reveals that e.l.f. fans can still purchase the shade Flirty Birdy for $6.
The shade Bling Bling is listed as out of stock, and the other beloved shades of the liquid eyeshadow, including Disco Queen, have disappeared from e.l.f.’s website.
However, fans may not be entirely out of luck.
One Redditor shared that Stila’s Glitter & Glow Liquid Eye Shadow in the shade Perlina was “almost an exact match.”
The product is available on Stila’s website for $25 as well as at a handful of other retailers, including Walmart, Ulta, Amazon, and Sephora.
Although make-up fans may have trouble sourcing e.l.f.’s line of Liquid Glitter Eyeshadows, they can still score great beauty deals from stores such as Dollar Tree.
For example, shoppers were stunned after the chain brought back a discontinued fan favorite lip balm for just $1.25.
Plus, one customer spotted three “unexpected” viral beauty products – but called two of the products a “hard no.”
