E.L.F. Cosmetics (aka Eyes Lips Face) launched in 2004 after founders Joey Shamah and Scott Vincent Borba noticed that even women with expensive tastes [1] went to dollar stores for affordable cosmetics. In 2004, I was in middle school and was interested in makeup, but didn't have enough money to buy it. After learning about the brand's $1 products on a news segment, I was intrigued. I saved my pennies for weeks until I could place an order online. Not only could I finally afford to buy multiple items, but they were all cruelty-free [2], too.
Since then, my love of makeup (and my budget) has grown, but I have never given up my love for the brand. Today, E.L.F. is widely available in stores including Walgreens, Target, and on its website [3], and the line has expanded to a wide range of products between $1-$10. The high-quality assortment has consistently provided me with beauty favourites that I reach for (even over luxury brand products!) in my ever-expanding makeup collection. Read on for the standouts of the affordable brand and decide which ones you'll try first.
E.L.F. Clear Brow & Lash Mascara
The E.L.F. Clear Brow & Lash Mascara [4] ($2) is an ideal solution for keeping unruly brows under control. It leaves arches soft, not crunchy, and the clear mascara on the other side of the tube is a subtle way to accentuate bottom lashes. Bonus: no smudging!
E.L.F. Gotta Glow Lip Tint
The E.L.F. Gotta Glow Lip Tint [5] ($6) instantly became a favourite lip product in my collection. Its highly moisturising formula feels like butter when smoothed on my pout and reacts with the chemistry of my lips, providing a personalized pink colour.
E.L.F. Daily Hydration Moisturiser
I'm also a fan of E.L.F.'s skin care. The E.L.F. Daily Hydration Moisturiser [6] ($8) doesn't break out my acne-prone complexion, yet is moisturising enough for even the driest of skin types.
E.L.F. High Definition Powder
The E.L.F. High Definition Powder [7] ($6) has been my go-to translucent setting powder for years. It gives skin an airbrushed look and makes my foundation and concealer last all day.
E.L.F. Lip Exfoliator
If you're a fan of matte lip colours and liquid lipsticks, you need the E.L.F. Lip Exfoliator [8] ($3). The bullet-shaped scrub sloughs away dry skin on your lips while moisturising with jojoba oil and shea butter. Now you can wear your favourite liquid lipstick without marring its perfectly matte finish.
E.L.F. Contouring Blush and Bronzer Powder
The E.L.F. Contouring Blush and Bronzer Powder [9] ($4) saves space in your makeup bag and gives your face a sculpted and flushed look effortlessly.
E.L.F. Makeup Mist & Set
Even beauty experts are occasionally left with a cakey face. The E.L.F. Makeup Mist & Set [10] ($4) smooths out foundation with one spray and ensures your makeup lasts all day. It contains aloe and is formulated without alcohol, leaving skin hydrated.
E.L.F. Powder Blush Palette
The pigmentation and easily blended formula of the E.L.F. Powder Blush Palette [11] ($6) truly impressed me. The colours look beautiful on the skin and instantly make me look more awake. I love that this compact takes up less space in my drawer than four individual formulas would, and I can't wait to take it on my next trip. The best part is that each shade can be popped out and switched with makeup pans from E.L.F.'s other four-product palettes, such as the E.L.F. Illuminating Palette [12] ($6) and the E.L.F. Beautifully Bare Total Face Palette [13] ($8).
E.L.F Complete Stuido Brush Kit
E.L.F.'s makeup brushes have always been a reliable and affordable option for me. They come in every shape you could possibly think of and are soft enough to blend out any formula — cream or powder — with ease. This E.L.F Complete Stuido Brush Kit [14] ($20) is a great option to get your tool collection started.
E.L.F. Baked Highlighter
Strobing is a huge beauty trend at the moment, and E.L.F. Baked Highlighter [15] ($4) will give your cheekbones the glow you've been dreaming of. It's also a multitasker. Try it wet as an intense, shimmery eye shadow.
E.L.F. Eyebrow Kit
If you struggle with wimpy brows, E.L.F. has the solution. The E.L.F. Eyebrow Kit [16] ($3) comes with a gel and a powder to beef up your arches fast. Use the gel to create shape, sketching short strokes to draw on hairs. Next, use the powder to fill in any sparse areas and set the gel for long-lasting wear.
E.L.F. Eye Refresh
No one has to know you barely slept with the E.L.F. Eye Refresh [17] ($3). This product includes a metal rollerball that feels cooling under your eyes and releases a cucumber and green-tea-packed serum to get rid of those puffy under-eye bags. The refreshing sensation will be sure to wake you up before you even get to your morning coffee.
E.L.F. Foundation Palette
Sometimes, one foundation colour doesn't cut it, especially after a few hours outside in the Summer sun. Add dimension and even contour with the E.L.F. Foundation Palette [18] ($6). The formula is ultra-creamy and ideal for combination and dry skin. With a wide range of colours, finding your shade will be a snap.
E.L.F. Colour Correcting Stick
The E.L.F. Colour Correcting Stick [18] ($4) is my go-to product for manageing under eye circles. The salmon hue cancels out the blue-green shades under my eyes.
E.L.F. Matte Lip Colour
For an easy to use, creamy lip colour, try the E.L.F. Matte Lip Colour [19] ($3). Unlike other matte lip colours, this one is filled with vitamins A, C, and E to moisturise your pout.