I received a forwarded e-mail from a friend informing me that Bloomingdale's was going to start selling a line of cosmetics whose products, when bought "online in advance," can be purchased for just $1. Avery blogged about the brand earlier this month, but I was skeptical of Bloomie's picking it up, so I thought I'd check it out for myself.

e.l.f., which stands for "Eyes.Lips.Face," is a cosmetics brand that prides itself on value. According to the company's philosophy, innovative technology, quality ingredients and superb delivery systems should not be limited to prestige retailers. "Every woman should have the opportunity to participate in innovation without sacrificing her budget," the official Web site reads. And it's true: The cosmetics, which have been featured in big name magazines such as InStyle, Allure and Seventeen, sell online for just $1. Seriously. Foundation, mascara, lip gloss, even eyelash curlers and makeup remover - you name it; it costs about the same price as a pack of gum. As Avery informed us, the reactions have been mixed.

So there is truth to the e-mail I received. But (there's always a 'but,' isn't there?) I also found a disclaimer on e.l.f.'s Web site stating that the company is in no way affiliated with Bloomingdale's, nor did they authorize any e-mails regarding Bloomingdale's. Very interesting. Maybe someone simply wanted to put a reputable name with the low prices of e.l.f. cosmetics so consumers would be more likely to buy them.

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