E.L.F.'s Budget-Friendly Beauty Shops Invade LA, Starting with The Valley

Cash-strapped makeup mavens, rejoice. Affordable drugstore brand E.l.f. Cosmetics opened its first standalone beauty boutique at Sherman Oaks' Westfield Fashion Square two weeks back, followed by an outpost at Glendale Galleria last weekend.

Both shops stock the label's full range of under-$20 makeup for eyes, lips, and face (hence its acronym E.l.f.), including a wider variety of foundation palettes, its new Aqua Beauty and Beautifully Bare collections, and more products not found at mass retailer stockists like Target and CVS. The bright and modern spaces offer skincare and beauty tools (think face massagers, cleansing brushes, and cases); next month, expect to find a new collection of makeup brushes.

In addition, the stores feature digital kiosks highlighting top picks and beauty application tips, and shoppers can also enjoy complimentary makeovers. Next up is a outpost in Westfield Culver City, where it'll debut just a few doors down from Sephora.