e.l.f. wanted to launch in Mexico, but knew they couldn’t fall into the lazy tropes beauty brands usually steal.

So, we asked what the Mexican e.l.f. loving community can’t get enough of… and so the e.l.f.anovelas were born. Gossip-worthy beauty, products you’d think would cost your soul!!!! All the classic telenovela plot lines were there for the taking.

credit: c0-writer.