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The 19 Best E.l.f. Beauty Products That Are Worth the Hype, Tested by Editors
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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 near-instant TikTok fame with every hot new release, the brand continues to create holy grail standouts that beauty lovers happily scoop up. So, naturally, our WWD Shop editors have been testing fresh, trending drops and cult-favorite finds to narrow down the best E.l.f. products money can buy.
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As beauty editors, we’re more than willing to splurge on prestige foundations, mascaras, and TikTok-viral products, but it’s simply not necessary when it comes to E.l.f.’s formulas. In fact, E.l.f., which stands for “Eyes, Lips, Face,” has evolved 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. 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.
The fan-favorite beauty brand has never been hotter. The secret? For one, the billion-dollar business prides itself in its intentionally diverse team of innovators, which, unlike many beauty brands, is largely led by women, resulting in relatable, of-the-moment products that appeal to beauty novices and experts of all ages. WWD even deemed it one of the fastest-growing indie brands for its authentic viral factor and genius marketing that reached last year’s Super Bowl. E.l.f. is a success story in ethical, low-cost, and high-performing beauty products you can feel good about buying.
With new releases constantly flowing out and dozens of buzzy products up for grabs, it can be hard to home in on the cream of the crop. Our panel of WWD Shop testers did the hard work for you by analyzing and comparing 29 bestselling E.l.f. beauty products over three extensive testing periods. The products included in our list boast innovative formulas, skin-healthy ingredients, and multi-function use. Whether you’re on a tight beauty budget or just want to get in on all the hype, these affordable gems 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
TikTok-famous products: Halo Glow Liquid Filter, Power Grip Primer, Halo Glow Blush Beauty Wand, Camo Liquid Blush, 16Hr Camo Concealer
Price range: $2 to $22
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.
Top E.l.f. Beauty Products of 2024
Editor’s Choice: E.l.f. Halo Glow Liquid Filter
Editor’s Choice: E.l.f. Halo Glow Blush Beauty Wand
Editor’s Choice: E.l.f. Pout Clout Lip Plumping Pen
Editors Choice: Top 3 E.l.f. Products of 2024
E.l.f.’s expansive collection of makeup, skin care, and beauty tools offers a wealth of drugstore-priced gems with results that can compete with prestige products. As new releases pour in and the brand’s hype only grows, it can be overwhelming to pinpoint the best E.l.f. products to test first. Whether you’re looking to try out the brand for yourself or you’re searching for a new life-changing discovery, WWD Shop editors selected our top three all-time favorite E.l.f. products worth every penny (and that won’t leave a dent in your beauty budget). These standouts were evaluated on through three trials of product testing and each have remained staples in our editors’ makeup bags.
E.l.f. Halo Glow Liquid Filter: We love this radiant complexion product for its multi-use versatility. It allows you to customize your coverage and creates a beautiful, your-skin-but-better finish that we can only compare to prestige products triple its price. It blurs, it hydrates, and leaves behind a healthy sheen. TikTok loves it and, now, so do we — if you haven’t tried it, your makeup routine is missing out.
E.l.f. Halo Glow Beauty Blush Wand: If you’re going to try a blush from E.l.f., make it this one. The Halo Glow Beauty Blush Wand is the most forgiving of the brand’s blushes due to its sheer color payoff, meaning you can swatch a shade you wouldn’t usually reach for and get the perfect pop of color. The tube format with a built-in applicator makes it easy for beginners to apply: Similarly packaged blushes (ones that go for triple the price, mind you) tend to leak or dispense more formula than you need, but this one deposits the perfect dot for a lifting swath of color on each cheek.
E.l.f. Pout Clout Plumping Pen: Coming off of a three-month-long marathon of testing luxury lip balms, lipsticks, and lip plumpers, the bar was high when we tested out this three-in-one lip product. But after swiping it on once, our testers found that it performed better than the $25 lip plumping balm that we previously ranked as best in its category. Pout Clout has a cushiony texture when you glide it on, it deposits an even (not splotchy) swath of color, and rather than the spicy tingle you get from most lip plumpers, this one’s cooling.
EDITOR'S CHOICE
E.l.f. Halo Glow Liquid Filter
Number of shades: 12
Finish: Radiant
Key ingredients: Hyaluronic acid, squalane, finely milled powders
$14
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 all over your face to even out your tone (similar to a skin tint), on the high planes of your complexion as a liquid highlighter, or mixed with other complexion products as a glow-booster. The dewy complexion product offers light coverage and hydrating ingredients 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 needs some tone-evening to mask discoloration, 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 peek through. The large doe foot applicator is great for clean and controlled coverage. It also blends like a dream and visibly smooths skin with a radiant finish.” — Commerce Writer & Producer Olivia Cigliano
Price upon publish date of this article: $14
E.l.f. Halo Glow Blush Beauty Wand
Number of shades: 6
Finish: Luminous
Key ingredients: 2% squalane
$9
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 eschews 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, 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.” — Cigliano
Price upon publish date of this article: $9
EDITOR'S CHOICE
E.l.f. Pout Clout Lip Plumping Pen
Number of shades: 8
Finish: Sheer and glossy
Key ingredients: Blueberry, watermelon, and pomegranate extracts
$7.99
You don’t have to choose between a lip plumper, gloss, or balm with the Pout Clout Lip Plumping Pen. The click-pen product delivers a cooling sensation on the lips (a sign that the plumper is kicking in), all while coating your lips with a sheer wash of color and shine. It glides on smoothly, doesn’t feel sticky, and comes in an array of flattering shades, including a clear option you can wear bare or use to top your favorite lipsticks and lip liners.
Editor testing and review notes: “I’ll admit that I was not expecting this under-$10 find to perform super well — I’m coming off of a three-month-long marathon of testing luxury lip balms, lipsticks, and lip plumpers, so the bar was high when I added this to my cart. But after swiping it on once, I found myself sidelining the $25 plumping lip balm I had been using for a week or two; this one is, surprisingly, way better. It has a cushiony texture when you glide it on, it deposits an even (not splotchy) swath of color, and rather than the spicy tingle you get from most lip plumpers, this one’s cooling.” — Senior Beauty & Lifestyle Commerce Editor Claire Sullivan
Price upon publish date of this article: $7.99
E.l.f. Skin Bronzing Drops
Number of shades: 3
Key ingredients: Vitamin E, sunflower seed oil
$12
Always on the pulse of what beauty lovers want, E.l.f. launched these Skin Bronzing Drops in summer 2024 due to popular demand. The main selling point here is the price: After Drunk Elephant’s bronzing drops blew up in 2023, competing brands got to formulating. A slew of these sheer complexion enhancers ensued, many of which go for north of $30. E.l.f.’s, on the other hand, cost you just $12.
Rest assured that even at the price point of two lattes, E.l.f.’s bronzing drops feel luxurious on your skin. The formula gets its creamy slip from plant-based ingredients like maracuja oil and raspberry seed oil, while three shade options supply complexion-warming options for fair to ebony skin tones.
Editor testing and review notes: “I’m a firm believer in splurging on certain beauty product categories and saving in others. Bronzing drops fall in the latter category: After testing nearly every bronzing drop under the sun, the only difference I find between expensive options and affordable ones lies in packaging. Because these products are designed to be mixed into a face oil, moisturizer, or foundation, you don’t have to worry too much about finding the right shade. If it’s too dark, simply dilute it with more moisturizer. Not enough glow? Squeeze on a few more drops. E.l.f.’s bronzing drops impressed me for their consistency — they have the feel of a rich face serum on your skin — and with the ideal amount of shimmer in the formula. If I’m showing some shoulder, I’ll mix them in with body lotion for a little glow; you don’t have to be too precious with the product given its affordable price.” — Sullivan
Price upon publish date of this article: $12
E.l.f. Power Grip Primer + 4% Niacinamide
Finish: Dewy, translucent
Key ingredients: Hyaluronic acid and niacinamide
$10
E.l.f. is beloved for its extensive line of makeup 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 grip your complexion products so they don’t smear or settle into fine lines during a long day of wear.
The Power Grip Primer contains hydrating hyaluronic acid and brightening niacinamide that bode 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.” — Cigliano
Price upon publish date of this article: $9.81
E.l.f. Lash Xtndr Tubing Mascara
Number of shades: 3
Key ingredients: Jojoba oil
$7
Tubing lashes are best for those who want the look of lengthy, well-separated lashes, which is exactly what you get with E.l.f.’s Xtndr Tubing Mascara. Here’s how it works: Rather than simply painting your lashes, the pigments wrap around each lash, fully encasing the fine hairs in mascara. This way, the effect is intense definition and length rather than a chunky lash look.
For precise coating of each lash, E.l.f. teams its tubing formula with a tapered silicone wand that’s studded with short bristles. We found that the wand’s shape and bristle length allowed even our testers with super-fine, short lashes to evenly coat the lash line without requiring multiple coats. To remove, simply rinse with water.
Editor testing and review notes: “This mascara has quickly become the first tube I reach for when I’m adding that finishing touch to my daytime makeup looks. With two coats, the mascara evenly separates my lashes while visibly amping up their length. It has a wet formula, so you’ll want to let it set for a few seconds before doubling up on coats or squinting (otherwise, the mascara may transfer to your eyelids or under eyes). I like a volume-boosting mascara for nights out, but for everyday length, this E.l.f. mascara is pretty peerless.” — Sullivan
Price upon publish date of this article: $7
E.l.f. Squeeze Me Lip Balm
Number of shades: 5
Key ingredients: Shea butter, hyaluronic acid, and goji berry
$4
This “pocket size” lip balm is a viral sensation for its yummy scented shades like “strawberry,”
“honeydew”, and “vanilla frosting” — the latter being perhaps the most popular with a whopping 16 million dedicated posts on TikTok. The crowd-favorite lip balm delivers deep moisture and lip-softening shine that you can apply without a mirror on the go or slather on before you sleep. Plus, it offers a subtle tint in a natural, just-bitten finish. This summer, E.l.f. fed the obsession with a limited-edition duo of new fruity shades, so we have our fingers crossed that there will be more confectionary flavors on the docket for fall and winter.
Editor testing and review notes: “If the thought of a flavored lip balm makes you want to lick your lips, consider this your new favorite. Out of many flavored lip treatments I’ve tried this year, E.l.f.’s is the most potent option I’ve swiped on — the juicy strawberry flavor tastes like pure candy. Flavoring aside, this is a great little tube of lip balm to keep on hand for a touch of moisture; it won’t fully revive chapped, flaking lips, however it does create a nice barrier for an hour or two of hydration. In a pinch, I’ll also swipe it on in place of gloss.” — Sullivan
Price upon publish date of this article: $4
E.l.f. Skin Holy Hydration Makeup Melting Cleansing Balm
Key ingredients: Hyaluronic acid, ceramides, and peptides
$11
The Holy Hydration Makeup Melting Cleansing Balm is one of the most viral products to come out of the E.l.f. Skin line. In fact, the brand even created a 3.5 oz jumbo-size by popular demand. It’s a fan-favorite — and editor favorite, too — because it literally melts away a full face of product in just one step. Out of the tub, it’s a solid balm texture and as you massage it onto dry skin, it transforms into a creamy, hydrating oil that quickly dissolves everything from full-coverage foundation to waterproof mascara.
Editor testing and review notes: “The first time I tried this was in the bathroom at a post-work pilates class. I had forgotten to pack makeup wipes with me, but then I remembered I had this product at my desk (along with dozens of other E.l.f. products we were in the process of testing). The first thing I noticed was that a small amount aptly addressed my entire face, so you get a great value that’ll last you months of daily use. I didn’t have to use much effort to melt the waxy product on my skin, and within one minute I had a clean, fresh face. Of course, I also forgot to bring face moisturizer with me, but it didn’t matter. My skin felt so hydrated (not tight) for hours after use.” — Cigliano
Price upon publish date of this article: $11
EDITOR'S CHOICE
E.l.f. Halo Glow Setting Powder
Number of shades: 5
Finish: Semi-matte
$8
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.” — Cigliano
Price upon publish date of this article: $8
E.l.f. Camo Liquid Blush
Number of shades: 9
Finish: Dewy
$7
When E.l.f. dropped the Camo Liquid Blush last year, blush lovers on TikTok went berzerk. 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.” — Cigliano
Price upon publish date of this article: $7
E.l.f. Glow Reviver Tinted Lip Oil
Number of shades: 7
Key ingredients: Squalane, apricot oil, avocado oil, jojoba oil, and pomegranate oil
$8
WWD Shop editors are constantly testing prestige lip oils, so E.l.f.’s formula had a lot to live up to. Formulated with hydrating plant-based oils, the Glow Reviver Tinted Lip Oil applies with a plush, oversized doe foot applicator and deposits a sheer kiss of color. Its high-shine finish doubles as a comfortable, non-sticky gloss, and our testers discovered that its formula leaves lips feeling smooth and hydrated hours after application.
Editor testing and review notes: “The first thing I noticed about this lip oil is it has that minty fragrance that most other E.l.f. lip products have, though it’s not overwhelming as it doesn’t last with wear. The Glow Reviver Lip Oil offers a sheer tint, which is nice for a subtle wash of pigment, and adds beautiful shine. I noticed my lips continued to soften with wear. This is a standout lip oil for its price.” — Cigliano
Price upon publish date of this article: $8
E.l.f. Suntouchable Whoa Glow SPF 30
Number of shades: 3
Finish: Glowy
Key ingredients: Aloe, hyaluronic acid, squalane
$14
If you like to mix complexion cocktails of bronzed 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.” — Cigliano
Price upon publish date of this article: $14
E.l.f. Power Grip Dewy Setting Spray
Finish: Dewy
Key ingredients: 5% aloe, hyaluronic acid, squalane, and green tea seed oil
$10
Among our favorite setting sprays of all time, E.l.f.’s Power Grip Dewy Setting Spray ranked as our most affordable must-try. At only $10 a bottle, this two-in-one face primer and setting spray grips makeup to your skin and delivers healthy-looking dew. This fine mist features a bi-phase formula made of water and oil that hydrates and soothes, making it a blissful first and last step in your makeup routine.
Editor testing and review notes: “This is such a unique product. It serves dual purpose as a sprayable face primer and setting spray. After SPF and before complexion products, I shower my skin with a heft mist and I’m always amazed by the tacky finish it leaves behind. Just like the Power Grip Primer, it holds my face in place all day. Then, I’ll finish my face with a spritz for a dewy finish.” — Cigliano
Price upon publish date of this article: $10
E.l.f. 16HR Camo Concealer
Number of shades: 12
Finish: Full-coverage
$7
E.l.f’s full-coverage concealer has earned applause from TikTok beauty lovers, where 20 million views and searches have racked up on the app. Our testers were impressed by its formulation 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.” — Cigliano
Price upon publish date of this article: $7
E.l.f. Lash it Loud Waterproof Mascara
Formula type: Volumizing, waterproof
$6
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: “Ever since we tested the best drugstore mascaras over a year ago, I still use this mascara to this day. 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.” — Cigliano
Price upon publish date of this article: $6
E.l.f. Complexion Duo Brush
$8
Trust us, E.l.f’s soft, high-quality synthetic makeup brushes are not ones to skip. This bestselling Complexion Duo Brush is ideal for travel or makeup minimalists because you can get two for the price of, well, just $8. This top makeup brush was designed for blending out foundation and concealer, however, the larger face brush also excels at buffing liquid blush, bronzer, and even powder products, while the smaller end is just the right size to fit into the eye crease or blend a precise nose contour. You can choose your own adventure with this handy tool.
Editor testing and review notes: “If you’re looking to dip your toe into E.l.f’s bestselling brushes, this is the one to try first. The face brush end is actually one of the best I’ve ever tried. It blends cream and liquid products like a dream and I love the smaller end for buffing concealer or applying eyeshadow with broad strokes. Each brush is multifunctional on its own, but together this brush is the perfect duo for painting your entire face.” — Cigliano
Price upon publish date of this article: $8
E.l.f. Flawless Satin Foundation
Number of shades: 40
Finish: Semi-matte
Key ingredients: Glycerin
$6
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.” — Cigliano
Price upon publish date of this article: $6
E.l.f. Instant Brow Lift Pencil
Number of shades: 5
$3
Three bucks for better brows? Yes, please! This is an oldie but a goodie among E.l.f makeup products. It’s twist-up, beginner-friendly brow pencil with a creamy texture that lends quick definition. Plus, the spoolie brush end comes in handy for blending the pigment and combing hairs in place.
Editor testing and review notes: “This is the most affordable brow product I’ve ever tried — and one of the best. Hear me out: I have naturally full brows, so I don’t have to do much to them. All I need is a little shaping, and this does the job so well. The color glides on smoothly and allows you a lot of play time for. correcting mishaps. I do not recommend this for anyone looking to apply precise hair-like strokes, but it’s a great, low-cost product for filling in sparse gaps.” — Cigliano
Price upon publish date of this article: $6
E.l.f. Flawless Face Brush Collection
$15
Looking to restock your makeup brushes without shelling out the big bucks? Say hello to this bestselling makeup brush set. It’s got everything you need for a full face of glam: A buffing face brush for foundation, a stippling brush for liquid and cream cheek products, and small brushes for eyeshadow, concealer, and even eyebrow products.
Editor testing and review notes: “I love that this set has a tight edit of six tools that provide exactly what I need for the brows, eyelids, and complexion. Its bristles that feel buttery-soft while applying your makeup without streaks or splotches, and I found that the bristles stay in mint condition after washing them with mild soap and warm water. Bottom line: This is a great makeup brush kit for those looking to expand their beauty toolbox without breaking the bank.” — Sullivan
Price upon publish date of this article: $15
E.l.f. Cosmetics FAQs — More About E.l.f. Beauty Products
Why is E.l.f. so inexpensive?
E.l.f.’s low price points and competitive formulations may seem too good to be true, but it’s all by design. The brand utilizes low-cost production practices to maintain high-quality makeup and skin care products, thanks to close relationships with third-party suppliers and manufacturers overseas. The brand’s humble beginnings also didn’t rely on expensive advertising — a lot of its initial hype was through word of mouth and social media.
Is E.l.f. Cosmetics cruelty-free?
Absolutely: All E.l.f. Cosmetics products are cruelty-free and vegan. The products are never tested on animals, nor do the formulas contain any animal byproducts. E.l.f. Cosmetics boasts a Leaping Bunny certification, which means the brand has been internationally recognized based on comprehensive criteria for its commitment to omit animal testing across all product development.
Is E.l.f. Cosmetics eco-friendly?
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. And, if you’ve seen a change in your favorite product’s packaging over the years, there’s a reason for it. Since 2019, E.l.f’s Project Unicorn commitment has eliminated excess product packaging — amounting to 2.5 million pounds of saved waste — that has reduced transportation emissions and the brand’s overall carbon footprint. Additionally, E.l.f’s partnership with How2Recycle has made proper product disposable easier than ever, by providing clear instructions on packaging.
Is E.l.f. Cosmetics clean?
In short, yes! While the low prices may raise concerns over formulation, you can rest assured that E.l.f. Cosmetics products adhere to clean and safe industry standards. All ingredients comply with the European Union Cosmetics Regulation (EUCR) and FDA restrictions. E.l.f. skin care is closely developed by a resident dermatologist and the entire line is certified by the American Board of Dermatology.
How We Tested and Selected the Best E.l.f. Beauty Products
In order to nail down the top E.l.f. products, our team of WWD Shop beauty testers tested 29 E.l.f. products across skin care, makeup, and beauty tool categories. We conducted comprehensive research into the brand’s most popular offerings, including bestsellers on Amazon and standouts that went viral on TikTok. We compared customer reviews, TikTok reviews, and even Reddit threads to determine the best options from the brand.
While evaluating our haul of E.l.f. Cosmetics products over three testing periods, we paid special attention to product finishes, exceptional formulas, and skin-healthy ingredients. We tested editor favorites and new releases for everywhere from two weeks to one year to assess whether the products are well-worthy additions to beauty routines that represent different needs and preferences.
After getting hands-on experience with all of E.l.f.’s beauty product categories, our testers rate the brand’s makeup and makeup-prep products, like primers and makeup brushes, best. In general, we recommend E.l.f. for its makeup products, makeup removers, and beauty tools rather than the brand’s skin care.
While testing, the below E.l.f. products didn’t make the cut either due to better alternatives at a similar price point, or because our editors regard the product category (like lip masks) worth spending a few extra bucks on for a more luxurious formula:
E.l.f. Cosmetics Clear Brow & Lash Mascara
E.l.f. Cosmetics Bite-Size Brow
E.l.f. Cosmetics Volumizing Mascara
E.l.f. Cosmetics Love Triangle Lip Filler Liner
E.l.f. Cosmetics Holy Hydration Lip Mask
E.l.f. Cosmetics Camo Color Corrector
E.l.f. Holy Hydration Eye Cream
E.l.f. Superclarify Cleanser
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. Learn more about us here.
Before you go, check out our list of the best Amazon beauty products:
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 Authors
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. She updated this shopping guide on August 16, 2024 with new E.l.f. product releases, brand FAQs, and additional editor testing notes.
Claire Sullivan is the Senior Beauty and Lifestyle Commerce Editor for Footwear News and WWD, where she writes and edits beauty, fashion and lifestyle stories. She has over eight years of experience as a writer and editor for national media outlets including Martha Stewart Living, Martha Stewart Weddings, InStyle, and Byrdie. She keeps her finger on the pulse of all things related to beauty and wellness, as well as the latest shopping trends and clothing brands. Sullivan contributed to the August 29, 2024 update of this article on the best E.l.f. beauty products after a third round of product testing.
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