There was once a time when budget beauty brands seemed to be marketed solely to tweens. Happily, the days of garish packaging, clumpy formulas, and a never-ending array of neon are behind us. The new wave of purse-friendly products is a far cry from the cheap (and cheap-looking) cosmetics of years gone by. These brands have racked up a fair few beauty buff fans between them, but there’s one brand, in particular, which has become famous for its luxury label dupes and trending TikToks. I’m talking about e.l.f. Cosmetics, of course.