This story may contain spoilers for prying little eyes! The magical Elf on the Shelf watches over the kids and lets them know Christmas is coming — which means parents make a mad dash each night to ...

E.l.f. Beauty announces a partnership with Dollar General. During its earnings call, e.l.f. announced it had partnered with ...

With countless TikTok videos singing its praises and a price that defies belief, our team couldn't resist putting the e.l.f lip challenge to the ...