e.l.f. Available at Hy-Vee Stores

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e.l.f. Essential Display at Hy-Vee

e.l.f. Essential Display at Hy-Vee

Might be a little late, but Midwest Hy-Vee grocery stores now carry e.l.f. products.

After my disappointment to learn that not all Target stores would carry e.l.f. (including the elusive Studio line) products–despite multiple insinuations to the contrary–I was pleasantly surprised to discover two revolving stands at my neighborhood Hy-Vee. For those unfamiliar with the store (and most will), Hy-Vee is a major grocery chain in the Midwest, particularly in the state of Iowa, where it was founded.

I’ve only been able to find e.l.f. products in a handful of Iowa locations, including K-Mart, Dollar General and briefly at Target, during their holiday promotion. Despite the limited selection at Hy-Vee, I was able to pick up a fair amount of products I’d previously been previously unable to find locally. I think it’s a good sign that a small retailer carries e.l.f. and hopefully other stores will follow suit.

The products Hy-Vee stocks are only the original line–so no Studio or Mineral products. The grocery store does, however, carry some of the newer items introduced in the past few months. Despite this positive development, I’m still disappointed they’re only from the $1 USD line and there was not blush or nail nail polish. Why can I never find them in proper stores?

For those of you who may be located in the Midwest and have access to a Hy-Vee, I’ll give you a teaser of what you can expect. So far I’ve seen the stands in three of the Cedar Rapids Hy-Vee stores and they’ve carried identical products. Some of the stands are nearly empty, so I don’t know what Hy-Vee intends once they’ve completely sold out.


Clarifying Pressed Powder in a variety of shades, the new Ivory included; Healthy Glow Bronzing Powder in Warm Tan; All Over Cover Stick.


Brightening Eye Colour in a ton of shades, including Punk Funk, Nymph Dreams, Pretty n’ Pink, Matte Mauve, and Brownstone; Liquid Eyeshadow in a couple of colours; Duo Eyeshadow Creme in a few shades, including Sugar Cookie, Berry Mix and Olive; Wet Gloss Lash & Brow Clear Mascara; Regular & Waterproof Mascara Duo ; Brightening Eye Liner in several colours; Waterproof Eyeliner Pen; Liquid Eyeliner in several colours.


Luscious Liquid Lipstick in several colours, including Ruby Slipper; Plumping Lip Glaze in a few colours, including Oasis and Baby Doll; Hypershine Gloss in a few colours, including Honey and Flirt; Super Glossy Lip Shine SPF 15 in several colours, including Goddess, Mauve Luxe and Honey Do; Therapeutic Conditioning Lip Balm in Strawberry Crème.

Tools & Brushes

Most of the e.l.f. Brushes; Nourishing Cuticle Pen; Shine Eraser; Mechanical Eyelash Curler; Travel Mirror; Eyeshadow Applicators; Powder Puffs; Slant Tweezers.