E.l.F is one of my favorite make-up brands. Their branding is clear; their "purpose" or mission statement translates to their services and products. They use various creative touchpoints through marketing campaigns, which keeps the consumer engaged. I like this brand because they have strong values that show they care about their consumers and how they feel about the product. Their products are not crazy expensive; hence, I don't feel like that I'm getting ripped off compared to other brands, and they are cruelty-free, which makes me guilt-free!