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The 9 Best E.l.f. Beauty Products That Are Worth the Hype, Tested by Editors
By Olivia Cigliano,
14 days ago
E.l.f. Cosmetics continues to leave the entire beauty industry quaking in its boots. Known for its too-good-to-be-true price points and instant TikTok fame with every hot new release, the brand continues to create holy grail standouts that beauty lovers can’t stop talking about. So, naturally, our WWD Shop editors have been testing fresh drops and cult-favorites to narrow down the best E.l.f. products money can buy (though, if you added up our top list, this haul would only run you just shy of $80).
As beauty editors, we’re more than willing to drop serious change on prestige foundations , mascaras , and TikTok-viral standouts , but it’s just simply not necessary when it comes to E.l.f.’s competitive formulas. In fact, E.l.f., which stands for “Eyes, Lips, Face,” has evolved to impressive heights in just the last decade — who remembers when the brand’s eyeshadow compacts were priced at just $1 a pop? Though prices have raised ever so slightly, the brand’s star-level product quality is now far from where it used to be, and, coupled with smart advertising that reached last year’s Super Bowl, the fan-favorite beauty brand has never been hotter. E.l.f. has even expanded its offerings from beauty staples like makeup brush sets to specialized collections for different beauty preferences, like the internet-loved Halo Glow range, high-coverage Camo complexion collection, and an affordable E.l.f. skin care line.
With new releases constantly flowing out and dozens of buzzy products up for grabs, it can be hard to home in on cream of the crop. Whether you’re on a tight beauty budget or just want to get in on all the hype, our panel of testers analyzed and compared bestselling E.l.f. beauty products that deserve a spot in your makeup bag — and might just give your pricey prestige products a run for their money.
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About E.l.f. Cosmetics
Founders: Joseph Shamah, Scott Vincent Borba, and Alan Shamah
Year founded: 2004
Where to buy E.l.f. beauty products: Amazon, Ulta, Target, and Walmart
Cruelty-free: Yes, E.l.f. Cosmetics is cruelty-free, vegan, and doesn’t test on animals.
Special notes: E.l.f. Cosmetics prides itself in its “ sustainably-minded ” and ethical initiatives. It was the first beauty company ever to create products in a Fair Trade Certified factory, which prioritizes social and environmental responsibility, as well as fair wages for factory workers.
E.l.f. Halo Glow Liquid Filter
Number of shades: 12 Finish: Radiant Key ingredients: Hyaluronic acid, squalane, finely milled powders
Behold, E.l.f.’s crown jewel — the Halo Glow Liquid Filter. Its formula has the unique ability to play several roles in a beauty routine: You can apply it as a full-face skin tone smoother (similar to a skin tint ) on the high points of the face like a liquid highlighter, as a priming base, or mixed with other complexion products as a glow-booster. The dewy complexion product offers light coverage and hydrating properties like hyaluronic acid and squalane, with a soft-focus finish that blurs the skin and infuses a radiant glow.
Editor testing and review notes: “As someone who doesn’t like to wear heavy foundation but likes to even out my skin tone, I am so impressed with this product. It feels super lightweight and moisturizing, and, when used alone, looks very natural and allows for my freckles to shine through. The large doe foot applicator is great for clean and controlled coverage. The product blends like a dream and visibly smooths skin with a radiant finish.”
Price upon publish date of this article: $14
E.l.f. Power Grip Primer + 4% Niacinamide
Finish: Dewy, translucent Key ingredients: Hyaluronic acid and niacinamide
E.l.f. is beloved for its extensive line of primers, from silicone based skin-smoothers to hydrating gel formulas, but our beauty team was most impressed by the bestselling Power Grip Primer. Aptly named, the water-based gel glides onto the face, but once it’s set, you’ll notice an immediate tacky feel that’s designed to adhere to complexion products. Its inclusion of hydrating hyaluronic acid and brightening niacinamide bodes well for dry skin types, though it’s exceptional, all-day grip is also great for those with oily skin who benefit from extra locked-in wear. The viral formula boasts over 50 million views on TikTok , with beauty lovers featuring it as a must-do step in summer makeup routines.
Editor testing and review notes: “Your makeup isn’t going anywhere with this primer. I’ve been testing it through the recent heat wave and I’m so impressed with how long my glam lasts, even through sweaty treks in the city. It applies like a drink of water to the skin, and because it deposits a healthy layer of hydration, complexion products like foundation, concealer, or the E.l.f. Halo Glow Liquid Filter lay on so smoothly and blend like a dream. This primer holds up to — if not outperforms — similar prestige products at such an affordable price point. It’s quickly become a holy grail in my makeup bag.”
When E.l.f. dropped the Camo Liquid Blush last year, blush lovers on TikTok rejoiced. It seemed a direct response to ever-growing blush trends on the app , and fell from the heavens as a super pigmented, seamlessly blendable, and unparalleled affordable option in the popular realm of liquid blushes . It comes in nine universally flattering shades, from poppy pink to rich berry and deep terracotta hues, and applies from a soft doe foot applicator, similar to comparative prestige products (ahem, Rare Beauty ).
Editor testing and review notes: “I wasn’t expecting Elf Cosmetics’ blush to feel as luxurious on my skin as it did — this liquid blush melted onto my cheeks for a stained look that felt comfortable during the 12 hours I wore it. The doe foot applicator is smaller than other liquid blush wands I tested, which gave me better control over placement and the amount of pigment I applied.”
Price upon publish date of this article: $7
E.l.f. Suntouchable Whoa Glow SPF 30
Number of shades: 3 Finish: Glowy Key ingredients: Aloe, hyaluronic acid, squalane
If you like to mix complexion cocktails of bronzey liquid illuminators for a lit-from-within glow, E.l.f.’s Suntouchable Whoa Glow SPF 30 allows you to skip that step in a single SPF. This new release arrives in three sheer shades and deposits natural-looking radiance with protective SPF 30. Plus, it’s a sunscreen that doubles as a makeup primer , so you can wear it as a base under full glam without worry of pilling.
Editor testing and review notes: “Yup, this one’s another slam dunk for E.l.f. I’ve tried so many prestige face sunscreens , from blurring formulas to ones made specifically for makeup application, and this acne-friendly SPF is just as good — with a price point that doesn’t make me feel stingy about using on the daily. I’ve worn it under makeup and experienced zero pilling or excess grease, and it works wonders as a dewy primer under both matte and glowy complexion products. If you don’t love shimmer, keep in mind that the gold flecks are visible in the sun, but don’t let that scare you. This formula won’t have your face looking like a disco ball.”
E.l.f’s full-coverage concealer has earned the applause of TikTok beauty lovers, where 20 million views and searches rack up on the app . Our testers were impressed by its formulation, particularly compared to other prestige and drugstore options on the market, because it’s especially creamy, long-lasting, easy to blend, and doesn’t leave the skin feeling dry, making it a great option for oily, dry, and acne prone skin. Its concentrated pigment makes it an all-around reliable concealer that can be applied under the eyes or all over the face to conceal blemishes.
Editor testing and review notes : “As a concealer junkie, I have tried the gamut of drugstore and prestige options of the market, and this one from E.l.f is a serious standout. I have several shades for different purposes, from concealing blemishes, brightening my dark circles, and even contouring my cheekbones, and it never steers me wrong. It’s rare when I find a formula that doesn’t crease under my eyes, and I love reaching for this longwear product when I know I won’t have time for touch-ups.”
The E.l.f. Lash it Loud Waterproof Mascara ranks high on our tested list of the best drugstore mascaras for its dramatic lash effects and impressive waterproof staying powder. Its flexible silicone wand features a spiky ball tip, along with long bristles that run both vertically and horizontally, making it easy to grab fine hairs and comb through the lashes for a defined, wispy look. The formula is right between a wet and dry texture, so it’s easy to build up volume and extend the lashes to impressive lengths. Plus, our testers are happy to report that its waterproof claims hold true, as we’ve worn this mascara through the rain, heavy humidity, and even dip pool.
Editor testing and review notes: “I still use this mascara to this day, ever since we tested the best drugstore mascaras over a year ago. Its silicone brush does an impressive job at combing each lash — and notably fits nicely in the small corners of the eye. Lash It Loud is particularly stellar at extending the length of the fine bottom lashes with a single swipe. As for its waterproof power, this mascara was tested in the shower, at the beach, and throughout several hot sunny days, and it successfully resisted flaking, smudging, running, or budging. When you’re ready to wash it away, a makeup removing cloth or simple eye-safe face wash will do the trick, without any harsh rubbing or risk of losing any lashes in the process.”
Let’s face it, high-quality setting powders can be pricey, but they’re often worth the splurge for their blurring properties and cake-free finish. That is, until the E.l.f. Halo Glow Setting Powder came around. It arrives in the brand’s beloved Halo Glow line, and, according to our testers, beautifully marries with its sister products. Despite the name, this powder doesn’t include any shimmer, but rather a smooth, finely-milled formulation that creates a soft focus filter on your skin.
Editor testing and review notes: “Ever since I began testing this product, I’ve put my pricey powders on the back burner. I have dark under eye circles that are prone to creasing, so I’m always on the hunt for fine setting powders that lock my concealer in place and deliver a transformative brightening affect. The Light Pink shade does it all. Its soft hue doesn’t lean too far into blush-y territory either.”
Price upon publish date of this article: $8
E.l.f. Halo Glow Blush Beauty Wand
Number of shades: 6 Finish: Luminous Key ingredients: 2% squalane
E.l.f. continues to show the liquid blush game who’s boss — this time in a highlighting formula, as opposed to the creamy Camo Blush that opts out of shimmer. The Halo Glow Beauty Wands arrives in a suite of three, including liquid highlighter and contour formulations, but our testers agree the blush is the best of the trio.
On TikTok, its packaging and formulation is widely compared to the Charlotte Tilbury Beauty Light Wands (which ring up to $33 more). But, judged alone, it’s a radiance-boosting formula that’s sheer and buildable, and especially versatile for natural and full glam looks alike.
Editor testing and review notes: “Holy glow! As a matte blush lover, I was skeptical that this shimmery blush would leave my cheeks way too shiny and highlight skin texture I’d rather hide, but I was surprised that it left behind more of a hydrated, dewy glow that looked smooth and natural. Upon initial application, I was also impressed by how quick this formula blends with a synthetic brush. It cleanly delivers in dots from the foam tip applicator and practically melts into the skin in a matter of seconds.”
Price upon publish date of this article: $9
E.l.f. Flawless Satin Foundation
Number of shades: 40 Finish: Semi-matte Key ingredients: Glycerin
You’d be hard-pressed to find a non-cakey, buildable drugstore foundation at a price this low. Its creamy formulation is especially hydrating, cooling, and smoothing upon application, and offers a semi-matte finish that wears well on combination and oily skin. And, opposed to many other drugstore brands, E.l.f. offers a wide shade selection of skin tones and undertones, so you’re bound to find your perfect match.
Editor testing and review notes: “I was floored by the E.l.f. Flawless Satin Foundation, considering its unbeatable price point, and, even after a second round of testing, have yet to find another product that measures up. I applied the foundation with clean fingertips as well as a buffing brush during testing, and both techniques resulted in a very natural, non-streaky, and comfortable finish. This foundation gave me a nice medium coverage that’s buildable and doesn’t leave the skin dry and cakey throughout the day. Capping at just $6, this is a hidden gem at the drugstore and worth the try — regardless if you’re on a tight beauty budget.”
Price upon publish date of this article: $6
Before you go, check out our list of the best Amazon beauty products:
Why Trust WWD
Since 1910, WWD — often referred to as “the fashion bible” — has been the leading industry voice of authority for senior executives in the global women’s and men’s fashion, retail and beauty communities, while also informing the consumer media that cover the market. Today, WWD’s breaking news and trend coverage continues to be a trustworthy resource for both fashion insiders and consumers alike. Our shopping editors continue to uphold WWD’s editorial standards and values with quality, expert-backed product selections.
Meet the Testers
A panel of three testers contributed to this shopping guide for the best E.l.f. makeup and skin care products. Our testers include Olivia Cigliano , the Commerce Writer & Producer at Footwear News and WWD and the author of this story, Claire Sullivan , the Senior Beauty and Lifestyle Commerce Editor for WWD and Footwear News, and one additional tester. Our testers represent different skin types, including sensitive skin, as well as different undertones and beauty preferences. We tested these products through various occasions, including a typical day at the office and weekends spent in the hot summer sun, through different beauty looks in order to curate the most universally satisfactory product recommendations.
Meet the Author
Olivia Cigliano is a Commerce Writer & Producer at Footwear News and WWD where she writes shopping content across fashion, beauty, footwear, TikTok style trends, and more. Cigliano received her bachelor’s degree in journalism from Emerson College, and her byline can be found in publications including Elite Daily and CR Fashion Book. She is currently based in New York City, where she regularly tests beauty products, including many beloved TikTok and drugstore brands like Elf Cosmetics, for consideration in WWD Shop content.
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