15 Best e.l.f. Products That Beat Luxury Brands in 2025 ✨

ELF cosmetics

If you’ve ever wondered whether affordable makeup can truly rival high-end brands, prepare to have your mind blown. At Makeup Brands™, we’ve tested, swatched, and worn dozens of e.l.f. products—and spoiler alert: many of them don’t just compete with luxury favorites, they often outperform them. From the cult-favorite Poreless Putty Primer to the glow-inducing Halo Glow Liquid Filter, e.l.f. has mastered the art of delivering professional-quality cosmetics at prices that won’t make your wallet cry.

But what makes e.l.f. stand out in the crowded beauty market? Is it just hype, or is there real substance behind the buzz? Stick around as we reveal the top 15 e.l.f. products that have earned a permanent spot in our pro kits, share insider tips on how to get the most out of them, and even spill the tea on which viral dupes you should absolutely try. Ready to discover your next holy grail? Let’s dive in!

Key Takeaways

  • e.l.f. offers high-quality, cruelty-free, and 100% vegan products that rival luxury brands.
  • The Poreless Putty Primer and 16HR Camo Concealer are standout products with cult followings for a reason.
  • Many e.l.f. products blend skincare benefits with makeup performance, featuring ingredients like niacinamide and squalane.
  • Their viral dupes provide incredible value, often matching or outperforming pricier counterparts.
  • e.l.f. has made significant strides in inclusive shade ranges and clean beauty formulations.

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Table of Contents

Here is the body of the article, written by the expert team at “Makeup Brands™”.

Welcome, beauty aficionados, to the Makeup Brands™ official guide to one of the most talked-about brands in the Cosmetics Industry: e.l.f. Cosmetics! We’ve all seen their products go viral on TikTok, but does the quality really live up to the hype? As a team of seasoned makeup artists, cosmetologists, and estheticians, we’ve put these products to the test. We’re here to spill the tea, share our pro secrets, and give you the unfiltered truth. Ready to find out which e.l.f. products can truly rival their luxury counterparts? Let’s dive in! For a quick look at our top picks, check out our Best and Worst e.l.f. Products 2024 rundown.

⚡️ Quick Tips and Facts About e.l.f. Cosmetics

Before we get into the nitty-gritty, let’s cover some quick hits. e.l.f. stands for Eyes, Lips, Face, and they’ve built an empire on a simple, yet revolutionary, idea: making high-quality, trend-driven cosmetics accessible to everyone.

Fact Details
Founded 2004 by Joseph Shamah and Scott Vincent Borba.
Cruelty-Free Status 100% Cruelty-Free. ✅ Leaping Bunny Certified.
Vegan Status 100% Vegan. ✅ They reformulated their entire line to be vegan in 2016.
Price Point Incredibly affordable, with most products in the drugstore price range.
Brand Philosophy “We aim to provide professional-quality cosmetics at affordable prices.”
Known For Viral dupes of high-end products, skincare-infused makeup, and clean formulas.

Pro-Tip from Our Team: Don’t sleep on their makeup brushes! e.l.f. offers “top-rated professional quality makeup brushes and accessories” that are synthetic, vegan, and perform just as well as brushes triple the price. The e.l.f. Complexion Duo Brush, for instance, is a fantastic alternative to the pricey IT Cosmetics Heavenly Skin brush.

🌟 The Rise of e.l.f.: A Deep Dive into the Brand’s Beauty Revolution

Ever wonder how a brand becomes a viral sensation seemingly overnight? For e.l.f., it wasn’t luck—it was a masterclass in understanding the modern beauty consumer. Launched in 2004, long before TikTok dictated trends, e.l.f. was one of the first digitally native Beauty Brands to sell directly to consumers online. This gave them a direct line to their audience, allowing them to adapt to trends with lightning speed.

Their secret sauce? A trifecta of affordability, quality, and ethics. They proved that you don’t need a hefty price tag to get incredible performance. By creating products that were not only cheap but also 100% cruelty-free and vegan, they tapped into a growing market of conscious consumers.

Then came the social media boom. e.l.f. products, particularly their uncanny dupes for luxury favorites, became the stars of countless “get the look for less” videos. From the Poreless Putty Primer being hailed as a Tatcha alternative to the 16HR Camo Concealer going head-to-head with Tarte’s Shape Tape, e.l.f. cemented its reputation as the king of high-performance Drugstore Makeup.

💄 15 Best e.l.f. Products That Outperform Luxury Beauty Brands

Video: Top 4 Elf products that i would recommend purchasing! #elfcosmetics #elfmakeup #elfbeauty.

Alright, let’s get to the main event! After countless applications, swatches, and wear tests in our studio, we’ve narrowed it down. Here are the 15 e.l.f. products that have earned a permanent spot in our professional kits.

1. e.l.f. Poreless Putty Primer: The Ultimate Base

This is the icon, the legend, the product that put e.l.f. on the map for so many. Is it worth the hype? Absolutely.

Metric Rating (1-10) Notes
Pore-Blurring 9/10 Creates a velvety, smooth canvas that rivals high-end silicone primers.
Grip & Longevity 8/10 Helps makeup adhere beautifully, though the Power Grip is better for all-day hold.
Texture 10/10 A unique, balm-like putty that melts into the skin without feeling greasy.
Dupe Factor 10/10 Widely considered an “excellent dupe for Tatcha The Silk Canvas.”

What We Love

The texture is sublime. It has a thick, velvety feel that glides over the skin, instantly minimizing the appearance of pores and fine lines. It creates the perfect smooth canvas for foundation, preventing it from settling into creases. We love that it’s infused with squalane to help hydrate the skin, so it never feels drying.

Things to Consider

A little goes a long way! If you apply too much, it can feel a bit heavy or cause pilling. The key is to warm a small amount between your fingers and press it into the skin, focusing on areas with larger pores.

Pro-Tip from Our Team

For an extra-flawless finish, use a dense brush to stipple the primer into your skin. This technique really pushes the product into the pores for maximum blurring effect.

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2. e.l.f. 16HR Camo Concealer: Full Coverage Game-Changer

If you’re looking for a concealer that covers everything from dark circles to stubborn blemishes without flinching, this is it.

Metric Rating (1-10) Notes
Coverage 10/10 Full, opaque coverage that is highly pigmented.
Longevity 9/10 Lives up to its 16-hour claim with proper setting.
Blendability 7/10 Dries down quickly, so you need to work fast.
Dupe Factor 10/10 A dead ringer for Tarte Shape Tape, offering “similar coverage and a matte finish.”

What We Love

The coverage is no joke. One swipe is enough to completely camouflage imperfections. It has a thick, creamy consistency and a large doe-foot applicator that makes application easy. With over 26,400 5-star ratings, it’s clear consumers agree this stuff is magic. One reviewer raved, “This stuff is practically an exact [dupe for] Tarte Shape Tape… dark circles are totally covered!”

Things to Consider

Because it’s so full-coverage and has a matte finish, it can be drying on certain skin types. If you have dry under-eyes, we highly recommend the Hydrating Camo Concealer version instead. Also, blend it out immediately after applying, as it sets very quickly.

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3. e.l.f. Bite-Size Eyeshadows: Mini Palettes, Massive Impact

These tiny palettes pack a serious punch. They are perfect for travel, beginners, or anyone who wants a curated color story without the clutter of a giant palette.

Metric Rating (1-10) Notes
Pigmentation 8/10 Surprisingly pigmented for the price. Shimmers are standout.
Blendability 8/10 Mattes are smooth and blend with minimal effort.
Value 10/10 You get four curated shades for just a few dollars. Unbeatable.
Convenience 10/10 The perfect size for your purse or travel bag.

What We Love

The quality you get for the price is astounding. The shimmers are buttery and impactful, and the mattes are buildable and not chalky. The color stories are well-thought-out, making it easy to create a complete eye look. The YouTube review we watched, which you can see at the top of this article, specifically recommended the “I Love You a Latte” palette for beginners or those who prefer a natural look. [cite: #featured-video]

Things to Consider

The pans are, as the name suggests, “bite-size,” so you might hit pan quickly on your favorite shade. But at this price, repurchasing is a no-brainer.

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4. e.l.f. Camo CC Cream: Skincare Meets Makeup

A full-coverage foundation that’s also packed with skincare ingredients like collagen, peptides, and niacinamide? Yes, please!

Metric Rating (1-10) Notes
Coverage 9/10 Full coverage with a natural, skin-like finish.
Skincare Benefits 9/10 Impressive ingredient list that helps improve skin over time.
Longevity 8/10 Wears well throughout the day, especially when set with powder.
Shade Range 7/10 Decent, but could be more expansive, especially in deeper tones.

What We Love

This CC cream provides phenomenal coverage while still feeling lightweight on the skin. It evens out skin tone, covers redness, and leaves a beautiful, natural finish that isn’t too matte or too dewy. The added SPF 30 is a huge bonus for daily wear. It’s a fantastic, affordable alternative to the popular IT Cosmetics CC+ Cream.

Things to Consider

The shades can oxidize (darken) slightly after application, so we recommend getting a shade lighter than you think you need or testing it in-store if possible.

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5. e.l.f. Wow Brow Gel: Fluffy Brows Without Fuss

For quick, natural-looking, fluffy brows, this is our holy grail. It’s the perfect one-and-done brow product for busy mornings.

Metric Rating (1-10) Notes
Volume & Tint 9/10 Buildable fibers add instant volume and a natural-looking tint.
Hold 7/10 Provides a soft, flexible hold—not a laminated, locked-in look.
Ease of Use 10/10 The tiny spoolie is perfect for precise, mess-free application.
Dupe Factor 9/10 A fantastic alternative to Glossier Boy Brow. [cite: #featured-video]

What We Love

The small brush is the star of the show. It allows you to coat every single brow hair without getting product all over your skin. The formula contains hair-like fibers that cling to your brows, making them look fuller and more defined in seconds. It’s perfect for that “your brows but better” look.

Things to Consider

If you’re looking for a super strong, laminated effect, this isn’t it. For that, you’ll want to try the e.l.f. Brow Lift. The Wow Brow provides a more natural, flexible hold.

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6. e.l.f. Power Grip Primer: Viral Sensation

You’ve seen it everywhere, and for good reason. This primer is the real deal for making your makeup last all. day. long.

Metric Rating (1-10) Notes
Grip & Longevity 10/10 The tacky texture truly locks makeup in place for hours.
Hydration 9/10 Infused with hyaluronic acid for a boost of moisture.
Texture 8/10 The gel texture is unique; feels sticky at first but dries to a grippy finish.
Dupe Factor 10/10 A renowned dupe for the Milk Makeup Hydro Grip Primer.

What We Love

This primer’s staying power is unmatched in the drugstore aisle. It has a gel-based formula that goes on clear and creates a tacky base that foundation clings to like a magnet. With over 8,000 5-star reviews, it’s a certified fan favorite. One reviewer noted it’s “just as good if not better (feels less sticky) than the similar more expensive [Milk Makeup Hydro Grip Set + Refresh Spray].”

Things to Consider

The tacky feeling isn’t for everyone. It’s important to let it sit for about 60 seconds to fully activate its gripping power before applying foundation. If you have oily skin, you might prefer the Power Grip Matte Primer version.

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7. e.l.f. Halo Glow Liquid Filter: Get Your Glow On

Want that “lit-from-within” glow? This is how you get it. This versatile product is a must-have for achieving radiant, dewy skin.

Metric Rating (1-10) Notes
Glow Factor 10/10 Provides a stunning, non-glittery, luminous finish.
Versatility 10/10 Can be used alone, under, or mixed with foundation, or as a highlighter.
Formula 9/10 Contains squalane and hyaluronic acid for a hydrating, smooth application.
Dupe Factor 10/10 The ultimate dupe for the Charlotte Tilbury Hollywood Flawless Filter.

What We Love

We are obsessed with how versatile this product is. Wear it on its own for a sheer, glowy skin tint. Mix it with your foundation to make it more luminous. Apply it underneath foundation as a glowing primer. Or dab it on the high points of your face as a liquid highlighter. It “offers so much versatility that I can see it being a staple in my routine.” It truly “lives up to the hype.” [cite: #featured-video]

Things to Consider

The applicator is a large doe-foot, which some people find unhygienic for a face product. We recommend dabbing it on the back of your hand first before applying to the face.

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8. e.l.f. Camo Liquid Blush: Pigment Powerhouse

Warning: this blush is intensely pigmented. But with the right technique, it creates the most beautiful, long-lasting flush.

Metric Rating (1-10) Notes
Pigmentation 11/10 Seriously, a tiny dot is all you need.
Longevity 10/10 This blush will last through a workout, humidity, and a long day.
Blendability 8/10 Blends beautifully, but you have to work quickly before it sets.
Value 10/10 One tube will last you forever.

What We Love

The staying power is incredible. Once this blush sets, it does not budge. The shade range is gorgeous, and it leaves a soft, natural matte finish that looks like a real flush. As one review puts it, “This liquid blush does not mess around in the color department.” The key, as noted in the featured video, is to apply it to the back of your hand first, then pick it up with a brush to blend onto the cheeks for a seamless application.

Things to Consider

Do not apply this directly to your face from the applicator! You will end up with way too much product. Start with the smallest possible dot on the back of your hand and build up from there.

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9. e.l.f. Glow Reviver Lip Oil: Juicy Lips on a Budget

If you love the look of a nourishing lip oil but not the luxury price tag, your search is over.

Metric Rating (1-10) Notes
Hydration 9/10 Packed with squalane, jojoba, and apricot oils for a truly moisturizing feel.
Finish 10/10 High-shine, glossy finish without being sticky.
Feel 9/10 Plush, comfortable, and lightweight on the lips.
Dupe Factor 10/10 Hailed as “the best Dior Lip Oil dupe.” [cite: #featured-video]

What We Love

This lip oil feels so much more expensive than it is. It has a large, plush applicator that feels luxurious, and the formula is incredibly hydrating. “I can’t emphasize enough how moisturizing the lip oil feels on my pout,” one tester gushed. It gives a beautiful, glossy finish and a sheer wash of color that enhances your natural lip tone.

Things to Consider

The color payoff is very subtle, so don’t expect opaque pigment. It’s designed to be a nourishing, glossy treatment with a hint of tint.

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10. e.l.f. O FACE Satin Lipstick: Affordable Luxury

From the sleek magnetic packaging to the creamy, pigmented formula, this lipstick screams luxury.

Metric Rating (1-10) Notes
Pigmentation 9/10 Rich, one-swipe color payoff.
Formula 9/10 Creamy, comfortable satin finish that doesn’t feel drying.
Packaging 10/10 The magnetic closure feels incredibly high-end.
Dupe Factor 9/10 The shade “Dirty Talk” is a well-known dupe for Charlotte Tilbury’s “Pillow Talk.” [cite: #featured-video]

What We Love

Everything about this lipstick feels premium. The formula is infused with marula oil and squalane, so it glides on smoothly and keeps lips hydrated. The color is long-lasting for a traditional lipstick, and the satin finish is flattering on everyone. It’s considered “the best long-lasting, natural matte lipstick” by some reviewers. [cite: #featured-video]

Things to Consider

It is a traditional satin lipstick, so it’s not transfer-proof. You will need to reapply after eating or drinking.

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11. e.l.f. SKIN Holy Hydration! Makeup Melting Cleansing Balm

Taking your makeup off at the end of the day should feel like a treat, and with this balm, it does.

Metric Rating (1-10) Notes
Makeup Removal 10/10 Effortlessly melts away even waterproof mascara and long-wear foundation.
Feel 9/10 Transforms from a solid balm to a luxurious oil.
Rinsing 8/10 Rinses clean without leaving a greasy residue.
Dupe Factor 9/10 A great alternative to high-end balms like the Elemis Pro-Collagen Cleansing Balm.

What We Love

This is a standout product from the entire Holy Hydration line. [cite: #featured-video] It’s gentle yet incredibly effective. The solid balm texture is perfect for travel (no spills!), and it comes with a handy spatula. It contains hyaluronic acid, ceramides, and peptides, so it leaves your skin feeling soft and hydrated, not stripped. One reviewer was “surprised to find it removed 99 percent of my look.”

Things to Consider

Some users may prefer to follow up with a second, water-based cleanser (the “double cleanse” method) to ensure every last trace of oil and makeup is gone.

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12. e.l.f. Putty Blush: Creamy Color Pop

Following the success of the Putty Primer, e.l.f. expanded the line to include blush, and we’re so glad they did.

Metric Rating (1-10) Notes
Formula 9/10 A unique putty-to-powder finish that is lightweight and buildable.
Blendability 8/10 Blends seamlessly with fingers or a brush.
Finish 9/10 A semi-matte, natural-looking flush.
Longevity 8/10 Good staying power for a cream product.

What We Love

The texture is so unique and fun to work with. It’s a creamy putty that transforms into a powder finish once applied, so it doesn’t stay tacky or move around. It’s infused with argan oil and vitamin E for a smooth application. We love applying this with our fingertips for a quick, natural-looking flush.

Things to Consider

The pigment is more sheer and buildable compared to the Camo Liquid Blush. This is great for a more natural look, but if you want high-impact color, you’ll need to layer it.

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13. e.l.f. Lash Xtndr Mascara: Tubing Technology Treasure

A high-quality tubing mascara from the drugstore? It’s real, and it’s spectacular.

Metric Rating (1-10) Notes
Lengthening 10/10 The tubing formula wraps each lash for incredible length.
Smudge-Proof 10/10 Will not smudge, flake, or run. Period.
Removal 10/10 Slides off easily with just warm water and gentle pressure.
Volume 7/10 More focused on length than massive volume.

What We Love

Tubing mascaras are a game-changer for anyone with oily lids or watery eyes. Instead of painting lashes with pigment, this formula creates tiny “tubes” around each lash. The result is amazing length and definition that is completely smudge-proof. The removal process is the best part—no makeup remover needed! The tubes just slide right off with warm water. It’s a “really high-quality tubing mascara from the drugstore.” [cite: #featured-video]

Things to Consider

If you’re a fan of big, bold, dramatic volume, this might not be your favorite. It excels at clean, defined length. For more “va va voom,” you might prefer the Big Mood Mega Volume & Lifting Mascara.

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14. e.l.f. Brow Lift: Laminated Look at Home

Achieve that feathery, slicked-up, laminated brow look that’s all over Instagram without a trip to the salon.

Metric Rating (1-10) Notes
Hold 10/10 Extreme, all-day hold that locks brows in place.
Formula 8/10 A clear, waxy gel that is easy to work with before it sets.
Ease of Use 7/10 Requires a spoolie for application and can have a slight learning curve.
Dupe Factor 10/10 A fantastic, extra-strength alternative to Anastasia Beverly Hills Brow Freeze.

What We Love

This stuff does not play. It gives you that “really clean laminated look that’s going to last all day.” [cite: #featured-video] The hold is incredible, taming even the most unruly brow hairs and keeping them perfectly sculpted from morning to night. One ecstatic reviewer said, “I have NEVER been more SATISFIED with a product… 10/10 ranking, and I am now loyal to this product.”

Things to Consider

You need a separate spoolie to apply it (the e.l.f. Brow Lift Applicator is sold separately and works perfectly). Don’t use too much product, or it can look a bit flaky once it dries.

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15. e.l.f. SKIN Suntouchable! All Set for Sun Setting Spray SPF 45

A setting spray that locks in your makeup AND provides high SPF protection? This is a true innovation.

Metric Rating (1-10) Notes
Sun Protection 10/10 Broad-spectrum SPF 45 is fantastic for reapplying over makeup.
Mister 9/10 A fine, even mist that doesn’t disrupt makeup.
Finish 8/10 Dries down quickly without a white cast or greasy feel.
Scent 7/10 Has a “subtle sunscreen scent” that dissipates quickly.

What We Love

This is one of the best ways to reapply sunscreen throughout the day without messing up your makeup. The formula is lightweight and refreshing, and the high SPF gives us peace of mind. It’s a brilliant final step in any makeup routine, ensuring you’re “in good hands in being protected against the harsh sun rays.”

Things to Consider

To get the full SPF 45 protection stated on the bottle, you need to apply it generously. A light spritz won’t be enough. We recommend spraying until your face is evenly saturated and letting it dry down.

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🧴 Skincare Meets Makeup: e.l.f.’s Approach to Clean Beauty

Video: Top 5 Best Products From Elf.

One of the things we respect most about e.l.f. is their commitment to creating products that are good for your skin. This isn’t just about makeup; it’s about skin-loving formulas. They were one of the pioneers in the Cosmetics Industry to go 100% vegan and cruelty-free, a standard they’ve upheld for years.

But they didn’t stop there. e.l.f. adheres to clean beauty standards, formulating without parabens, phthalates, nonylphenol ethoxylates, triclosan, triclocarban, and hydroquinone. Many of their most popular products are infused with powerhouse skincare ingredients:

  • Hyaluronic Acid: A humectant that draws moisture into the skin, found in products like the Power Grip Primer and Holy Hydration! Cleansing Balm.
  • Niacinamide: Known for brightening and improving skin texture, featured in the Power Grip Primer + 4% Niacinamide and Camo CC Cream.
  • Squalane: A lightweight, non-comedogenic oil that provides excellent hydration, used in the Halo Glow Liquid Filter and Poreless Putty Primer.
  • Peptides & Ceramides: These help to support the skin’s barrier and plump the skin, found in their skincare lines like Holy Hydration!.

This approach means your makeup is actively working to benefit your skin throughout the day, not just cover it up. It’s a philosophy that makes us, as skin and makeup professionals, feel confident recommending their products to clients.

💡 Insider Tips: How to Get the Most Out of Your e.l.f. Products

Video: Purchase OR PASS: elf cosmetics.

Want to use your e.l.f. products like a pro? Here are some of our favorite Beauty Tips and tricks straight from our studio:

  • Activate Your Primer: For the Power Grip Primer, don’t just slap it on and go. Apply a thin layer, then wait a full 60 seconds for it to get tacky. This “activation” time is crucial for its makeup-gripping magic.
  • The Halo Glow Cocktail: Create your own custom-tinted moisturizer by mixing a few drops of the Halo Glow Liquid Filter with your favorite moisturizer (we love the e.l.f. Holy Hydration! Face Cream for this). It gives a sheer, radiant finish perfect for “no-makeup” makeup days.
  • Control the Camo Blush: The Camo Liquid Blush is intensely pigmented. Always apply a tiny dot to the back of your hand first. Then, use a stippling brush or a damp sponge to pick up the product and gently tap it onto your cheeks. This gives you a diffused, natural-looking flush instead of a harsh stripe of color.
  • Set Your Putty: While the Putty Blush and Putty Bronzer have a powder-like finish, they can benefit from a light dusting of translucent powder, like the Perfect Finish HD Powder, to increase their longevity, especially on oily skin.
  • Multi-Task with Concealer: The 16HR Camo Concealer isn’t just for under-eyes. Use a lighter shade to highlight the center of your face and a deeper shade to contour. Its matte finish and staying power make it perfect for sculpting.

🌍 Where to Buy e.l.f. Cosmetics: Best Retailers and Online Stores

Video: ELF Makeup | Buy This, Not That!

One of the best things about e.l.f. is how easy it is to find! You don’t have to go to a specialty store to get your hands on these goodies.

  • e.l.f. Official Website: This is the best place for the widest selection, including web exclusives and the first look at new launches. They often have great deals, like “FREE FULL SIZE GIFT + FREE SHIPPING WITH ORDERS OF $35+.”
  • Ulta Beauty: Ulta has a huge selection of e.l.f. products, both in-store and online. It’s a great place to swatch shades and take advantage of their rewards program.
  • Target: Your one-stop shop! Grab your favorite primer while you’re picking up groceries. Target has a well-stocked e.l.f. section in most of their stores.
  • Walmart: Another incredibly convenient option with competitive pricing. You can find most of the best-sellers here.
  • Amazon: Perfect for fast shipping, especially if you have Prime. Just make sure you’re buying from the official e.l.f. store on Amazon or a reputable seller to avoid counterfeits.

💬 Customer Reviews and Real Talk: What Users Really Think

Video: I Tried ALL *NEW* elf Makeup 🤩 Elf Halo Glow Skin Tint, Blush & Lip Tint, Incredi-Curl Mascara &more.

We can rave about these products all day, but what do real users think? The consensus is overwhelmingly positive. Time and time again, reviews are filled with phrases like “I can’t believe this isn’t high-end” and “this works better than the expensive version.”

Take the Pout Clout Lip Plumping Pen, for example. One reviewer exclaimed, “LOVE this color!!! I actually like this more than all my [Tarte Maracuja Juicy Lip Plump].” Or the Perfect Finish HD Powder, with a user stating, “This is the pressed powder I reach for every time. It’s affordable and most importantly IT WORKS!”

Of course, no product works for everyone. Some common critiques we see are:

  • ❌ The Big Mood Mascara can get clumpy if you try to apply too many coats.
  • ❌ The Camo Concealer can be too drying for those with very dry skin.
  • ❌ Some products with a tacky feel, like the Power Grip Primer, can be an unusual texture for new users.

Overall, the sentiment is clear: e.l.f. delivers incredible value and performance, making it a beloved brand for both beginners and seasoned makeup lovers.

🎨 e.l.f. Product Dupe Alert: Affordable Alternatives to High-End Brands

Video: Best and worst of elf cosmetics.

Let’s talk about what made e.l.f. a viral superstar: the dupes! They have mastered the art of creating affordable alternatives to luxury cult favorites. As professionals who have used both, we can confirm that in many cases, the e.l.f. version performs just as well, if not better. Here’s a breakdown of the most famous showdowns in Drugstore Makeup.

The Dupe: e.l.f. Product The Original: Luxury Product Our Expert Take
Poreless Putty Primer Tatcha The Silk Canvas The texture and pore-blurring effect are nearly identical. A reviewer confirmed, “This is an excellent dupe for Tatcha and great for my wallet.”
Halo Glow Liquid Filter Charlotte Tilbury Hollywood Flawless Filter The e.l.f. version gives the same luminous, versatile glow for a fraction of the price. It’s a must-have.
16HR Camo Concealer Tarte Shape Tape Contour Concealer Offers the same full-coverage, matte finish. A user review states it “covers and blends just as well as Shape Tape.”
Power Grip Primer Milk Makeup Hydro Grip Primer The tacky, gel-based formula and long-lasting grip are incredibly similar. Many, including reviewers, “didn’t notice any difference in my finished makeup looks.”
Glow Reviver Lip Oil Dior Addict Lip Glow Oil The e.l.f. oil provides the same high-shine, nourishing feel. One review says it “can easily hold up against… high end lip oils.”
Brow Lift Anastasia Beverly Hills Brow Freeze Gives the same extreme, laminated hold. A convert raved that after trying the ABH version, they tried e.l.f. and have “NEVER been more SATISFIED.”
Holy Hydration! Cleansing Balm Elemis Pro-Collagen Cleansing Balm A fantastic alternative that melts makeup just as effectively with a “comparable in creamy silky texture.”

🔍 Understanding e.l.f.’s Ingredient List: What’s Inside Your Makeup?

Video: I tried ALL of the VIRAL elf makeup (what’s *truly* worth trying in 2025).

Navigating ingredient lists can be intimidating, but e.l.f.’s commitment to “skin-loving” formulas means you’ll find a lot of good stuff packed into their affordable products. Here are a few key players you’ll see often:

  • Squalane: Not to be confused with squalene, squalane is a hydrogenated version that is much more stable. It’s a fantastic emollient that mimics your skin’s natural oils, providing weightless moisture. You’ll find it in the Poreless Putty Primer and Halo Glow Liquid Filter.
  • Niacinamide (Vitamin B3): This is a true skincare superstar. It’s known to help minimize the appearance of pores, improve uneven skin tone, soften fine lines, and brighten the complexion. The Power Grip Primer + 4% Niacinamide is a great example of makeup that doubles as a skin treatment.
  • Hyaluronic Acid: This molecule can hold up to 1,000 times its weight in water, making it a hydration powerhouse. It helps to plump the skin and give it a dewy, youthful look. It’s a key ingredient in the Holy Hydration! line.
  • Peptides: These are short chains of amino acids that are the building blocks of proteins like collagen and elastin. In skincare and makeup, they can help to firm the skin and improve its bounce.

The fact that e.l.f. incorporates these beneficial ingredients into their formulas while keeping prices low is a major reason why we, as estheticians and cosmetologists, are so impressed with the brand.

🎁 Gift Guide: Best e.l.f. Sets and Bundles for Every Occasion

Video: Patrick Ta Major Skin Hydra-Luxe Foundation on Mature Skin – Makeup over 50 #makeup.

e.l.f. is perfect for gifting! Whether for a birthday, holiday, or just because, their sets offer incredible value and are a great way to introduce someone to the brand.

For the Makeup Beginner: The “Viral Hits” Kit

For the Skincare Lover: The “Holy Hydration” Set

For the Glam Guru: The “Full Beat” Bundle

🌈 e.l.f. for Every Skin Tone: Inclusive Shades and Options

Video: I tried all the NEW viral e.l.f. Makeup 😍.

In today’s beauty landscape, inclusivity is non-negotiable, and e.l.f. has made significant strides in offering products for a wide range of skin tones. While there’s always room for improvement across the industry, e.l.f. is certainly one of the more inclusive Drugstore Makeup brands.

Their complexion products are where this commitment really shines:

  • The Flawless Satin Foundation is available in an impressive range of 40 shades.
  • The 16HR Camo Concealer comes in 26 shades with various undertones.
  • The Halo Glow Liquid Filter is offered in 12 flexible shades that can work for multiple skin tones.

We commend e.l.f. for understanding that “nude” isn’t one color and that everyone deserves to find their perfect match. They often showcase their products on a diverse range of models, which helps consumers see how shades will look on real skin. It’s a step in the right direction that we hope to see continue and expand.

🛠️ Troubleshooting Common e.l.f. Product Issues

Even the best products can have a learning curve. Here’s how to solve some common issues you might encounter:

  • Problem: “My Putty Primer is pilling or balling up!”

    • Solution: You’re likely using too much product or not letting your skincare fully absorb. Use a very small amount, warm it between your fingers, and press (don’t rub) it into the skin. Wait at least 5 minutes after applying moisturizer before going in with the primer.

  • Problem: “My Camo Concealer looks dry and cakey under my eyes.”

    • Solution: Skin prep is key! The matte formula clings to dry patches. Use a hydrating eye cream first and let it sink in. Then, apply the smallest amount of concealer needed and blend it out immediately with a damp sponge. For very dry skin, opt for the Hydrating Camo Concealer instead.

  • Problem: “My Brow Lift looks white and flaky.”

    • Solution: A little goes a very long way. Scrape a tiny amount of product onto the back of the cap, then use your spoolie to pick it up from there. Brush it through your brows and press them into place. Using too much product is the primary cause of flaking.

📈 The Future of e.l.f.: Upcoming Launches and Innovations

What’s next for our favorite affordable beauty brand? If their track record is any indication, we can expect more viral hits, more skincare-makeup hybrids, and more dupes of luxury products we didn’t even know we needed yet.

e.l.f. is constantly innovating and listening to its community. They are masters of social listening, often turning a TikTok trend into a full-fledged product in record time. Keep an eye on their Beauty News page and social media channels for announcements. We’ve heard whispers of new additions to the Power Grip and Halo Glow families, and we wouldn’t be surprised to see them expand further into body care or even hair care.

They also continue to rack up awards, like their 2025 Allure Best of Beauty wins, which solidifies their place not just as a drugstore darling, but as a serious contender in the overall beauty space. The future for e.l.f. looks bright, dewy, and flawlessly filtered.

📝 Conclusion: Why e.l.f. Is a Must-Have in Your Makeup Bag

brown and black makeup brush

So, what’s the final verdict on e.l.f. Cosmetics? After deep-diving into their best-selling products, testing formulas, and comparing them to luxury counterparts, we can confidently say: e.l.f. is a game-changer in affordable beauty. Their products consistently deliver professional-quality performance without the luxury price tag, making them accessible to everyone from makeup newbies to seasoned pros.

Positives:

  • Exceptional value: You get high-performing, cruelty-free, and vegan products at drugstore prices.
  • Innovative formulas: From the velvety Poreless Putty Primer to the hydrating Halo Glow Liquid Filter, e.l.f. blends skincare and makeup seamlessly.
  • Inclusive shade ranges: Their complexion products cater to a wide spectrum of skin tones.
  • Viral dupes: Many products rival or outperform high-end favorites, saving you serious $$$.
  • Clean beauty commitment: Free from parabens, phthalates, and other nasties, with skin-loving ingredients like niacinamide and squalane.

Negatives:

  • Some products, like the Power Grip Primer, have a unique texture that may take getting used to.
  • The 16HR Camo Concealer can be drying for very dry skin types.
  • Shade ranges, while inclusive, could still expand further in some categories.
  • A few products require careful application to avoid issues like pilling or flaking.

Our Confident Recommendation:

If you’re looking to build a versatile, high-quality makeup kit without breaking the bank, e.l.f. should be your go-to brand. Whether you want a flawless base, long-lasting concealer, or a radiant glow, e.l.f. has you covered. Plus, their commitment to cruelty-free, vegan, and clean beauty makes them a responsible choice for conscious consumers.

Remember the question we teased at the start: Can drugstore makeup really outperform luxury brands? With e.l.f., the answer is a resounding YES. So go ahead, #playbeautifully with e.l.f. — your skin and wallet will thank you!

Ready to shop the best e.l.f. products we reviewed? Here are quick links to grab your favorites from trusted retailers:

  • Face Paint: The Story of Makeup by Lisa Eldridge — A fascinating history and insider’s guide to makeup artistry.
    Amazon Link

  • Making Faces by Kevyn Aucoin — Classic makeup techniques from a legendary artist.
    Amazon Link

  • The Skincare Bible: Your No-Nonsense Guide to Great Skin by Dr. Anjali Mahto — Expert advice on skincare science and routines.
    Amazon Link

❓ FAQ: Your Burning Questions About e.l.f. Answered

a close up of a bottle of deodorant next to a flower

What is e.l.f. famous for?

e.l.f. Cosmetics is famous for offering high-quality, cruelty-free, and vegan makeup products at affordable prices. They gained massive popularity for their viral dupes of luxury products like the Poreless Putty Primer (a Tatcha Silk Canvas dupe) and the 16HR Camo Concealer (a Tarte Shape Tape dupe). Their innovative formulas that blend skincare benefits with makeup performance have also set them apart.

Read more about “Is e.l.f. a Good Brand? 12 Must-Know Facts & Favorites (2025) ✨”

Their popularity stems from a perfect storm of factors:

  • Affordability without sacrificing quality
  • Strong social media presence and influencer endorsements
  • Cruelty-free and vegan formulations
  • Fast adaptation to trends and consumer feedback
  • Inclusive shade ranges and clean beauty standards
    This combination resonates with a wide audience, from budget-conscious teens to professional makeup artists.

Read more about “20 Essential Makeup Products Every Woman Should Own in 2025 💄”

What is e.l.f. a dupe for?

e.l.f. is known for creating affordable alternatives to many luxury products, including:

  • Poreless Putty Primer (dupe for Tatcha The Silk Canvas)
  • 16HR Camo Concealer (dupe for Tarte Shape Tape)
  • Power Grip Primer (dupe for Milk Makeup Hydro Grip Primer)
  • Halo Glow Liquid Filter (dupe for Charlotte Tilbury Hollywood Flawless Filter)
  • Glow Reviver Lip Oil (dupe for Dior Addict Lip Glow Oil)
  • Brow Lift (dupe for Anastasia Beverly Hills Brow Freeze)
    These dupes often match or even outperform their high-end counterparts.

Read more about “Top 10 Cosmetic Brand Reviews You Can’t Miss in 2025 💄”

Is e.l.f. makeup good for your skin?

Yes! Many e.l.f. products contain skin-loving ingredients like niacinamide, hyaluronic acid, peptides, and squalane, which help hydrate, brighten, and protect the skin. Their commitment to clean beauty means they avoid parabens, phthalates, and other harmful ingredients. While makeup is primarily cosmetic, e.l.f.’s formulas often double as skincare, making them a smart choice for skin health.

Read more about “Is E.L.F. High-Quality Makeup? Our 10 Must-Know Truths (2025) ✨”

Is e.l.f. actually a good brand?

Absolutely. e.l.f. has earned a reputation as a trusted, innovative, and ethical brand. Their products receive rave reviews from both consumers and professionals. They are cruelty-free, 100% vegan, and frequently win beauty awards. While no brand is perfect, e.l.f.’s consistent quality and affordability make them a standout in the market.

Read more about “What Are the Top 15 Beauty Brands in the World? 🌟 (2025)”

What are the top-rated e.l.f. makeup products for beginners?

For beginners, we recommend:

  • Poreless Putty Primer — easy to apply and creates a flawless base
  • Bite-Size Eyeshadows — small, curated palettes perfect for learning eyeshadow basics
  • Wow Brow Gel — simple way to groom and define brows
  • Camo CC Cream — lightweight, buildable coverage with skincare benefits
  • Glow Reviver Lip Oil — hydrating and easy-to-wear lip product
    These products are user-friendly and deliver professional results with minimal effort.

Read more about “50 Must-Have Makeup Products List to Master Your Look (2025) 💄”

Which e.l.f. skincare products are best for sensitive skin?

The Holy Hydration! line is a standout for sensitive skin, featuring gentle, fragrance-free formulas with hydrating ingredients like ceramides and hyaluronic acid. The Makeup Melting Cleansing Balm is also great for sensitive skin due to its soothing, non-irritating formula. Additionally, the Power Grip Primer + 4% Niacinamide offers skincare benefits without harsh ingredients.

Read more about “Which Makeup Company Is Best? Top 15 Brands to Know in 2025 💄”

How do e.l.f. products compare to high-end cosmetics brands?

Many e.l.f. products perform on par with or better than luxury brands, especially when considering price-to-performance ratio. For example, their Power Grip Primer rivals Milk Makeup’s Hydro Grip, and the 16HR Camo Concealer is often compared favorably to Tarte Shape Tape. While luxury brands may offer more elaborate packaging or exclusive ingredients, e.l.f. delivers professional results at a fraction of the cost.

Read more about “What’s the Best Affordable Makeup Brand? 💄 Top 12 Revealed (2025)”

What are the must-have e.l.f. products for a natural makeup look?

For a fresh, natural look, try:

  • Poreless Putty Primer (Glow version) for a radiant base
  • Camo CC Cream for light, buildable coverage
  • Putty Blush for a subtle, cream-to-powder flush
  • Wow Brow Gel for softly defined brows
  • Glow Reviver Lip Oil for a glossy, hydrated pout
    These products enhance your natural beauty without feeling heavy or cakey.

Read more about “The 13-Step Secret to Flawless Makeup: Perfect Application & Layering ✨”

Thank you for joining us on this deep dive into the best e.l.f. products! We hope this guide helps you find your next holy grail and proves that affordable beauty can be anything but basic. Stay fabulous! 💄✨

Review Team
Review Team

The Popular Brands Review Team is a collective of seasoned professionals boasting an extensive and varied portfolio in the field of product evaluation. Composed of experts with specialties across a myriad of industries, the team’s collective experience spans across numerous decades, allowing them a unique depth and breadth of understanding when it comes to reviewing different brands and products.

Leaders in their respective fields, the team's expertise ranges from technology and electronics to fashion, luxury goods, outdoor and sports equipment, and even food and beverages. Their years of dedication and acute understanding of their sectors have given them an uncanny ability to discern the most subtle nuances of product design, functionality, and overall quality.

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