Elf, which stands for eye, lip and face, has paired its low prices — most items are about $6 or less — with a pledge that its products are clean and vegan without animal testing.

Naturium also focuses on “cruelty free” products that don’t contain paraben, gluten or synthetic fragrances.

e.l.f. Beauty has acquired four-year-old masstige skincare brand Naturium for $355M in cash and stock. The acquisition highlights a current trend in the cosmetics sector as incumbents are making bets by acquiring fast-growing startups to grow marketshare.

Bloomberg: Elf Beauty Acquires Skincare Brand Naturium for $355 Million