I have placed 3 orders so far with Elf. First and foremost I love almost everything I have gotten. The couple of items I didn't care for were preference issues, not quality. I wish they would expand their lines to include hair care! I wish they had more fragrance-free and sensitive skin items... I wish I could buy more from them! Second, the packaging is hands down BEST I have seen from a beauty/skin care company. Everything arrives in perfect condition. Sturdy boxes, appropriate packing material, etc. Finally, good value: affordable items in hand sizes. I can't say enough about how pleased I am to be an ELF customer.