This Affordable Makeup Brand Is Trending Right Now, so I Did a Hype Test

These days, the mark of a truly iconic beauty brand is some level of TikTok fame. From prestige picks to affordable drugstore ones, the makeup community on the popular app wastes no time identifying its favourite products, sharing the good news, and promptly causing said products to sell out—everywhere. We often see this happen with new launches, but even products that have been on the market for a while can potentially get a resurgence in popularity based on positive recommendations from the internet's makeup mavens.

This has been the case recently for E.l.f. Cosmetics, a certified vegan and cruelty-free makeup-and-skincare brand that's been around for quite some time but still manages to shake the industry with its game-changing formulas. TikTokers and celebrities couldn't get enough of the brand's #eyeslipsface challenge a few years ago, but aside from that, its range of products—from complexion-perfecting foundations and concealers to ultra-pigmented liquid and powder eye shadows to cult-favourite face and eye primers—continually blows up online.

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(Image credit: @court_higgs)

So what do we do when the internet hypes up a product or brand so much that you can't scroll for two minutes before seeing it called out? We test it out for ourselves to get to the bottom of the madness, of course! Here, I tried 18 of the very best E.l.f. Cosmetics makeup and skincare picks to see if the brand really lives up to its internet fame. Keep scrolling for my honest reviews and some epic before-and-afters to help you decide which products to buy and skip. And be sure to read all the way to the end for the final verdict on whether or not the brand passed the hype test.

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(Image credit: @court_higgs)

The Best E.l.f. Cosmetics Products:

1. E.l.f. Cosmetics Poreless Putty Primer

2. E.l.f. Cosmetics Camo CC Cream

3. E.l.f. Cosmetics Instant Lift Eyebrow Pencil

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(Image credit: @court_higgs)

4. E.l.f. Cosmetics Bite Size Eyeshadow Palette

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(Image credit: @court_higgs)

5. E.l.f. Cosmetics 16hr Camo Concealer

6. E.l.f. Cosmetics Total Face Sponge

7. E.l.f. Cosmetics Contour Palette Pressed Powder

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(Image credit: @court_higgs)

8. E.l.f. Cosmetics Monochromatic Multi Stick

9. E.l.f. Cosmetics Clear Brow Lash Mascara

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(Image credit: @court_higgs)

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(Image credit: @court_higgs)

Aside from makeup, E.l.f. also has some popular skincare options that regularly end up on best-of lists. I decided to try out its Holy Hydration! line, which consists of Holy Hydration! Daily Cleanser, Holy Hydration! Makeup Melting Cleansing Balm, Hydrating Booster Drops, Holy Hydration! Face Cream, and Holy Hydration! Eye Cream.

10. E.l.f. Cosmetics Hydrated Ever After Skincare Mini Kit

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(Image credit: @court_higgs)

11. E.l.f. Cosmetics Luminous Putty Primer

12. E.l.f. Cosmetics Flawless Satin Foundation

13. E.l.f. Cosmetics Liquid Glitter Eyeshadow

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(Image credit: @court_higgs)

14. E.l.f. Cosmetics No Budge Retractable Eyeliner

15. E.l.f. Cosmetics Hydrating Camo Concealer

16. E.l.f. Cosmetics Bite-Size Face Duo

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(Image credit: @court_higgs)

17. E.l.f. Cosmetics Lip Lacquer

18. E.l.f. Cosmetics Makeup Mist Set

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(Image credit: @court_higgs)

The Final Verdict

E.l.f. passes the hype test with flying colours. The formulations are cutting edge, the pigments are vibrant and suitable for deep skin tones, and best of all, it's all SO affordable! Definitely spring for the Camo Concealer, the Poreless Putty Primer, the Camo CC cream, and the Lip Lacquer first. In all honestly, you could build an entire makeup routine with this brand exclusively without missing a beat. Your face and wallet will thank you for falling in love with E.l.f.!

This story was published at an earlier time and has since been updated.

Associate Beauty Editor

Courtney Higgs is a Cancer sun, Libra rising beauty enthusiast with about six years of experience in the editorial space. She was previouslyBest Knockoff Luxury Clothing 's associate beauty editor after spending many years working on the West Coast edit team at InStyle Magazine. She graduated from California State University, Northridge, with a BA in communication studies and pivoted to editorial after spending her college years working in the legal field. Her beauty philosophy is simple: She believes there are no wrong answers and that discovering our favorite beauty products and rituals is a journey, not a sprint. When she's not geeking out over products, she can be found adventuring around L.A. with her fiancé; watching reality TV with their French bulldog, Bernie Mac; or relating way too hard to astrology memes.