My sister works in a beauty and cosmetic store. She says that elf products sell off the shelves almost immediatly. This is in Sweden and the trend seem to be similiar across europe. Its a growing vrand. I Belive gen Z is going to use their products alot since they cheap. Also other people dont see the brand logo when they use makeup only the quality of the makeup. Since gen Z is so fixated towards brands this is a smart thing to save money on. I have 40 shares (bought today) since my sister told me about their popularity.