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e.l.f.
Discontinued: 2011
This massive eyeshadow collection by e.l.f. became famous when Oprah featured it in her 2010 holiday favorites list. The palette sold out instantly after the O Magazine endorsement. The endorsement forced e.l.f. to restock to keep up with demand.
Discontinued: 2024
TikTok users turned this cooling primer into a viral sensation. They praised the cosmetic’s product grip and glow. Fans hoarded tubes during limited releases, creating black market demand. e.l.f. repeatedly brought it back due to social media pressure before the makeup product’s final discontinuation.
Discontinued: 2015
This $3 primer challenged Urban Decay’s $24 monopoly on eyeshadow bases. Beauty enthusiasts discovered it matched other high-end performance products at drugstore prices. The mineral-infused formula contained vitamins A, C, and E, making discontinuation particularly painful for budget beauty lovers.
Discontinued: 2015
e.l.f. ’s mineral foundation competed with Bare Minerals at a fraction of the cost. The loose powder formula delivered comparable coverage and finish. When discontinued, loyal users stockpiled remaining inventory, unable to find adequate replacements in the drugstore market.
Discontinued: 2022
The original sticky primer that launched e.l.f. ’s grip primer empire. Jellypop established the tacky, dewey formula foundation that evolved into Power Grip and Mint Melt. Its discontinuation marked the end of the first generation of e.l.f. ’s gripping primer technology.
Discontinued: 2015
This highlighting powder predated the Instagram glow trend by years. The mineral-based formula provided subtle radiance without glitter overload. Beauty editors praised its natural finish, making its 2015 discontinuation a loss for those seeking understated luminosity in affordable products.
Discontinued: 2013
e.l.f. ’s brief venture beyond cosmetics included lotions, scrubs, and body sprays. The line scored well in safety ratings but failed to gain traction against established bath brands. The company quietly discontinued these products to refocus on their core makeup expertise.
Discontinued: 2015
Part of e.l.f. ’s comprehensive mineral collection, this blush offered buildable color in multiple shades. The powder formula blended seamlessly and lasted throughout the day. Its discontinuation alongside the entire mineral line left gaps in e.l.f. ’s color cosmetics offerings.
Discontinued: Unknown
This water-infused compact featured cream-to-powder technology before it became mainstream. The duo contained vitamin E and promised hydration alongside color. Despite innovative formulation, the Aqua Beauty line failed to establish a lasting market presence. It quietly disappeared from the marketplace.
Discontinued: 2015
A pressed version of e.l.f. ’s popular loose mineral foundation, offering portability and mess-free application. The compact formula maintained the mineral line’s skin-friendly ingredients while providing convenient touch-ups. Discontinuation forced users to choose between loose powder or conventional foundations.
Discontinued: 2015
This mineral-based concealer provided coverage while incorporating skincare benefits. The formula contained vitamins and minerals designed to improve skin while hiding imperfections. Its loss with the mineral line elimination left a gap in e.l.f. ’s complexion product range.
Discontinued: Unknown
A vitamin-enriched lip gloss containing nourishing oils like avocado and sunflower. The formula promised high-intensity color alongside moisturizing benefits. Despite quality ingredients, the Ex-tra Lip Gloss couldn’t distinguish itself in e.l.f. ’s crowded lip product portfolio.
Discontinued: 2015
The most obscure product in e.l.f. ’s mineral collection, this item enhanced other mineral products’ performance. Few customers understood its purpose or application method. The Mineral Booster’s unclear positioning contributed to its quiet disappearance with the entire mineral line.
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