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Bucking Convention Challenging the industry standard of costly cosmetics, e.l.f. says, "The buck stops here."

Opinions expressed by Entrepreneur contributors are their own.

Vital Stats:Scott Vincent Borba, 31, and Joey Shamah, 23, of e.l.f. Cosmetics(Eyes.Lips.Face.)

Company:cosmetics company where every product costs $1

2005 projectedsales: $7 million to $10 million

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