The term cheap does not equal low-quality products. e.l.f. prides itself on producing high-quality products at an affordable price. The reason the products are cheap is because of its minimalistic packaging, and the fact that the brand does not spend on advertising or brand endorsements. When the brand was launched, they started off with inexpensive products that gained them a lot of consumers and popularity. Now that they have so many customers, the brand can afford to churn out good quality products for low prices.