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E.l.f. Cosmetics has had its hand in the game for what feels like eons now—the affordable beauty brand carved out a permanent spot in the drugstore market quite some time ago, and shows no signs of losing popularity. I’ll always fondly remember the days its products retailed for a dollar and gave makeup newbies like myself the ability to explore and experiment without breaking the bank.
Our Favorite e.l.f. Cosmetics Products at a Glance
E.l.f. is just as widely used today, if not more so. While the brand’s prices may have risen over the years, its products are still a low-cost way to build out an entire makeup regimen. For instance, its cult-favorite Halo Glow Filter (and my go-to pick from the brand) retails for just $14, while the even more Internet-viral Power Grip Primer will only set you back $10.
Commentary on the brand is nothing new, especially in the heydays of TikTok, but our editors would be remiss to not share our treasured picks from e.l.f. and why we love them. Keep scrolling to find out what staples we continually keep around.
e.l.f. Halo Glow Liquid Filter
“I thought this glowy product was pure magic from the first time I used it. It’s since been my go-to during the summer months when I want my skin evened out but don’t want a heavy makeup feel. It subdues any redness and slightly masks breakouts, but still lets my natural skin shine through. I prefer to apply it all over my face and follow up with concealer for a little extra coverage. Also, despite using it so frequently, one bottle will last me ages.”
— Maya Gandara, Shopping Editor
e.l.f. Halo Glow Liquid Filter
e.l.f. Halo Glow Setting Powder
“To follow up the Halo Glow Liquid Filter, I like to apply the matching Halo Glow Setting Powder. Its infused with lab-created sapphire particles that blur imperfections and make your complexion look incredibly flawless—like you’re wearing an Instagram filter. All it takes is a little bit to effortlessly cover your entire face (or t-zone) and it keeps your makeup in check all day long, including during unbearable humidity. Take it from me, as someone living in New York City.”
— Maya Gandara, Shopping Editor
e.l.f. Halo Glow Loose Setting Powder
e.l.f. Suntouchable Whoa Glow SPF 30
“I stopped wearing foundation after trying e.l.f.’s Suntouchable Whoa Glow SPF 30 in the shade Sunbeam. In addition to providing protection, this primer gives my skin an even glow with a sparkly finish, so I don’t need anything else. I add some blush and mascara, and I’m out the door. It is instantly hydrating (especially during the winter) and lasts all day. When I do wear it under concealer or foundation, I find that this SPF helps keep product in place without creating creases. This is one product I will buy again and again and will use until the last drop.”
— Robyn Merrett, Style & Beauty Editor
e.l.f. Suntouchable Whoa Glow SPF 30
e.l.f. Wow Brow Gel
“During my hunt for a new brow gel 2 years ago, my best friend recommended Elf’s Wow Brow Gel because she said it actually keeps the hairs looking like actual hairs. Since then, I’ve been using it religiously in my everyday makeup routine. Rather than pressing the brow hairs down or making the brows look chalked over, Elf’s brow gel uses a spoolie to separate and highlight each brow hair. It’s great if you like fluffy, natural-looking brows, and it lasts for a good couple of months. For just $5, it’s totally worth it.”
— Kaili JiMei, Social Media Manager
