On the heels of rapid growth of its color cosmetics, E.l.f. Cosmetics is expanding into skin care.

Items in the collection include the Daily Hydration Moisturizer, Illuminating Eye Cream, Soothing Serum and Nourishing Night Cream. The line is free of parabens, sulfates and phthalates and formulated for all skin types.

Keeping with E.l.f.’s value -price positioning, the skin-care items range from $8 for the moisturizer up to $12 for the night cream. E.l.f. launched the skin care on its site, eyelipsface.com, this week with plans to add retail doors in the summer. E.l.f. often uses its online audience to introduce and fine-tune products so they are shelf-ready for rollout. E.l.f. products are in more than 23,000 doors including Target, Wal-Mart, CVS and Walgreens. Industry sources estimates E.l.f.’s annual volume is approaching $200 million.

“Consumers are really looking for value these days,” said industry consultant Allan Mottus. “Companies like E.l.f. are the only ones showing sales gains in mass. Skin care makes sense as the next step.”

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