e.l.f. is about enhancing the natural beauty of woman.I have been in the industry for many years, both as a model and an esthetician. I've seen women go to extremes to be considered beautiful. I wish they could see that expensive surgeries are not necessary. With a bit of beauty enhancing makeup and some confidence, any woman will look and feel worlds prettier. I write a free newsletter to help ladies build their confidence. With nearly 1000 subscribers, I hope its making a difference!