In the mid-1950s, children’s toy maker Milani set out to develop a line of dolls, and the results are now in the form of its flagship line of makeup products.
Milani makeup toys were a major hit, spawning a huge number of imitators in the decades since.
Now, the company is taking that line to the next level with a line called Elf makeup toys.
“The Elf line has become the most sought after product in the world of makeup,” said CEO David Leibowitz in a statement.
The company has produced some of the most popular dolls in the 60s and 70s, and in recent years has expanded to a range of different brands including Lush, Makeup Pop, Mascara, MakeUp Lingerie, Make Up Play, and Make Up Nails.
Its products are made with a unique blend of ingredients, including mineral oils, botanical extracts, and botanicals, that make them super pigmented, glow-in-the-dark, and soft-focus, the firm said.
This isn’t the first time the company has attempted to get ahead of the curve.
In 2016, the cosmetics company also launched the ELF line, which focused on the look of the character, Elmer Fudd, from the 1950s television series, The Fudds.
While the company initially started off with limited-edition versions, it now has a range that includes a wide range of products that are sold exclusively online and through its brick-and-mortar stores.
These products include makeup brushes, eyeliners, bronzer, lip glosses, foundation, eye shadow, and foundation remover.
And while the products are limited, the brand’s website promises to continue expanding the line.
Leibowitz said the company plans to expand the line with new and different products in the future, but said that the focus at the moment is on the ELFs.
So far, Milani has released several ELF products in different sizes, shapes, and colors, and is adding more products to the ELFS line.
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