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Low-Cost Makeup Shop E.L.F. Opens Near Astor Place

By Andrea Swalec | April 17, 2013 3:33pm

GREENWICH VILLAGE — Skin-friendly makeup doesn't have to cost a fortune.

That's the message at the new stand-alone store from budget cosmetics brand E.L.F., which is usually sold at Walmart, Target and Kmart. The shop opened on Broadway near Astor Place Tuesday afternoon.

With blush priced at $3, nail polish for $2 and 32-piece eye shadow sets for just $6, E.L.F. — which stands for Eyes, Lips, Face — prides itself on providing department-store quality at bargain-basement prices.

"H&M is very popular because it has nice, affordable products that are regularly updated," the store's manager said Wednesday. "This is the same for makeup."

Partially obscured by scaffolding, the 950-square-foot shop at 741 Broadway is located between a parking garage and the diner Cozy Soup 'n' Burger.

Customer Nicole Lane, 43, a pastry chef who worked as a model as a teen, said as she browsed the shop decked out in glossy white fixtures that E.L.F. makeup matches up to pricier products she's used from Bobbi Brown Cosmetics and Prescriptives.

"You can buy something that's expensive and something that's inexpensive, and in this case it's the same," she said.