Did you notice on our social channels that #elfheartsla?! We’re SO excited to announce the launch of our stores on the west coast, and are celebrating with some of our favorite California girl beauty looks for the fall season!

1. Naturally Flushed

According to CA-based Earth Tu Beauty co-founders, Sarah Buscho and Marina Storm, “The California girl defines beauty in terms of health.” And what’s healthier than a subtle hint of color in your cheeks?

Mimic a naturally flushed look by adding a small touch of cream blush to the apples of cheeks after applying plenty of SPF. The secret to achieving a “barely flushed” hue is blending with a stipple brush!

2. Sun Kissed Glow

All the LA cool kids know that bronzer is the secret to keeping that summer glow game strong into autumn. Achieve this look by lightly dusting on bronzer over contour lines, and then adding an illuminating powder to your upper cheek bones. If you want to add a dewy vibe to your glow, apply a matte primer on the cheekbone and then finish with a light BB cream.

3. Minimal Eyes

If you’ve kept up with 2016’s fall Fashion Week trends, you know that dramatic eyeliners on top of otherwise blank eyes have made a mad comeback. While we love smudged, smoky eyeshadow, sometimes less really is more, and no one knows how to give a minimalist eye red carpet-worthy drama like a west coast babe.

Black and brown are obvious go-to shades, but try mixing things up with a satiny stroke of midnight blue or shimmering plum. If your eyes feel “too naked” without any shadow, wear neutral toned primers or eyeshadows to compliment this minimal look.

4. Soft-Hued Lip

Soft shades of pink, peach, and coral make for a very on-trend SoCal pout. All you need is a quick swipe of tinted lip gloss to compliment any sun kissed glow, natural flush, or minimal eyes. Finish with a slight touch of shimmer on the Cupid’s bow for a subtle, eye-catching highlight.

Prepare for an amazing experience in every CA store, where you can get makeup that represents your style and won’t break the bank. Get makeup tips, makeovers, and even a few freebies by visiting one of our brand new stores!

Stock up on old e.l.f. favorites and fall in love with tons of new products at our Glendale Galleria, CA location that opened on September 16th! And for you westside makeup enthusiasts, our most recent retail store just opened in Westfield Culver City on October 2nd! Be sure to check out our store locator to find a store near you.

And hey, if you’re not in the neighborhood but craving a Cali look, we ship globally so you can #playbeautifully no matter where you are!