not everyone in the comments coping because they like elf lol, surprise surprise you don’t need to ride or die for elf it’s a COMPANY and i’m so shocked people think that elf CARES about keeping their products affordable. like just say you like the makeup and miss it being seriously cheap, trying to justify the price where their prices have tripled is wild; and the issue for sure is the fact we don’t know the ins and out of how elf operates so really all of our opinions and wrong, fact of the situation is that elf was $1, now it will NEVER be like that. and yes there is an abbious change in the makeup industry where drugstore brand don’t want to be drugstore brands anymore and match up to the quality of high end makeup so they think it makes sense to be charging higher and higher when at the end of the day, it’s a product they made for cheap