You’re probably already familiar with a few e.l.f. products that have gone viral. Fan favourites like the Power Grip Primer and Halo Glow Powder Puff have each gained over 100 million views on TikTok. But here’s the thing: While some e.l.f. products have skyrocketed to internet fame, the brand offers so many more hidden gems that are equally as impressive. They deserve just as much social media hype, and we’re fully convinced they’ll have their moment in 2025.
Ahead, our editors have nominated 14 underrated e.l.f. buys they have personally tried, tested, and vetted — all at £15 or less. From new launches to under-the-radar classics, meet your next generation of beauty holy grails.
All linked products are independently selected by our editors. If you purchase any of these products, we may earn a commission
Jacqueline Kilikita, Beauty Director
e.l.f. products she tried:
Cream Glide Lip Liner (in Baddest Beige)
Wow Brow Gel (in Brunette)
Monochromatic Multi-Use Blush Stick (in Dazzling Peony)
Holy Hydration! Lip Mask
e.l.f. Cosmetics Cream Glide Lip Liner
“Even though I’ve tried hundreds of lip liners, there isn’t one that I’ve used right down to the very end. Most are too creamy (meaning they slip and slide everywhere) and others are so hard that they snag on my lips. But I can imagine finishing Cream Glide — it’s that great. And the fact that it’s £3? So impressive. I line my lips for definition and slick some gloss over the top for a plumping effect, then I’m good to go. I took this selfie after eating my breakfast to show how well it sticks around. Usually, I have to apply lip liner from scratch, but this one really clings on. My favourite shade is Baddest Beige.” — Jacqueline Kilikita, Beauty Director
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e.l.f. Cosmetics Cream Glide Lip Liner, $, available at e.l.f. Cosmetics
e.l.f. Cosmetics Wow Brow Gel
“This is on par with arguably the most viral tinted brow gel — Glossier Boy Brow — but for £6, it’s a snip of the price. The brush is equally as small and nifty, which makes light work of beefing up scant brows, and the wax-gel hybrid formula lays down hairs quickly, all without smudging or melting throughout the day. Most days, I just whip this through my brows (my shade is Brunette), pop on a dab of blush, curl my lashes and go. It makes me look and feel put together. I don’t understand why it’s not more popular!” — Jacqueline Kilikita, Beauty Director
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e.l.f. Cosmetics Wow Brow Gel, $, available at e.l.f. Cosmetics
e.l.f. Cosmetics Monochromatic Multi-Use Blush Stick
“I was really surprised by the colour payoff of this blush stick. It looks like it’d be really sheer, but the pigment packs a serious punch, and thanks to the subtle shimmer, there’s no need to add highlighter. The shade Dazzling Peony breathes life back into my skin after I apply foundation, which seems to flatten my features. I dot it onto my nose, forehead and chin for good measure. Finally, the staying power is so great, it gives luxury brands a run for their money.” — Jacqueline Kilikita, Beauty Director
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e.l.f. Cosmetics Monochromatic Multi Stick, $, available at e.l.f. Cosmetics
e.l.f. SKIN Holy Hydration! Lip Mask
“I use this clear lip mask every morning (after brushing my teeth and before applying makeup) and the minute I climb into bed. I’m convinced it has transformed my parched lips. It’s substantially moisturising but not sticky, and it melts into lips like a moisturiser. The star ingredients are hydrating hyaluronic acid, softening castor oil and squalane — an ‘emollient’ that keeps the skin’s moisture under lock and key. I’ve been through a couple of pots already and I always come back to it. I also love the subtle berry scent.” — Jacqueline Kilikita, Beauty Director
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e.l.f. Cosmetics Holy Hydration! Lip Mask, $, available at e.l.f. Cosmetics
Venus Wong, Senior Writer
e.l.f. products she tried:
Fine as Fleck Glitter Eye Shadow (in Pop Off Pink)
Holy Hydration! Thirst Burst Drops
Glow Reviver Lip Oil Glimmer (in Divine Wine)
Lip Plumping Gloss (in Mocha Twist)
e.l.f. Cosmetics Fine as Fleck Glitter Eye Shadow
“First things first: If you’re looking for intensely starry eye makeup, this eye shadow pot may not be the one. While it looks very glittery from the packaging, it doesn’t deliver the same level of pigment on its own compared to e.l.f.’s Liquid Glitter Eye Shadow (which has also been tested by Tanyel in this story). Does this mean that I regret picking this up? Absolutely not. This eyeshadow adds the softest, prettiest dusting of sparkle and instantly enhances whatever eye makeup I already have on. The sparkles are ultra-fine and don’t make my lids look dry, plus it has solid staying power. I find that Pop Off Pink is best at jazzing up my everyday eyeshadow combo, which is full of pinks, mauves, and browns.” — Venus Wong, Senior Writer
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e.l.f. Cosmetics Fine as Fleck Glitter Eyeshadow, $, available at e.l.f. Cosmetics
e.l.f. SKIN Holy Hydration! Thirst Burst Drops
“My skin has been going through the dehydration trifecta lately: The harsh and cold weather, a lack of sleep, and being too busy to remember to drink enough water. Thankfully, this aptly named serum came to the rescue right in time. It is packed with 5% niacinamide, a trendy skincare ingredient that banishes dullness and improves overall hydration. There’s also hibiscus complex, one of my favourite hydrating agents. The texture feels substantial but not sticky and it absorbs straight into my face; I can literally feel my skin gorging on the moisture like a much-needed glass of water. At £12, it’s a no-brainer skincare essential for the winter.” — Venus Wong, Senior Writer
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e.l.f. Cosmetics Holy Hydration! Thirst Burst Drops, $, available at e.l.f. Cosmetics
e.l.f. Cosmetics Glow Reviver Lip Oil Glimmer
“I’ve been telling everyone that will listen that the Glow Reviver Lip Oil is my favourite makeup discovery in 2024. I get so many compliments when I have this on, and it gives me such a thrill to tell people that it’s only £8. I’ve been wearing Divine Wine, part of a new glimmery shade range released for the holidays. The colour looks lighter and rosier on my lips than in the tube, with a glossy sparkle that catches the light perfectly. With a formula enriched by jojoba oil, squalane, and apricot oil, it creates a moisturising glaze over my lips that makes them so juicy and alluring, but never sticky. The soft brush applicator is a cut above other luxury beauty brand’s lip oils and disperses just the right amount of product I need. I wish I had this in every colour (and I’m well on my way).” — Venus Wong, Senior Writer
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e.l.f. Cosmetics Glow Reviver Lip Oil Glimmer, $, available at e.l.f. Cosmetics
e.l.f. Cosmetics Lip Plumping Gloss
“This lip gloss forms one half of my favourite lip combo lately: I’ve been using Mocha Twist to fill out my lips after lining the edges with a dark brown lip pencil. The result is so effortlessly ‘90s inspired and goes with all the camels and browns I’ve been sporting in my winter wardrobe. e.l.f. recently upgraded the applicator, which is more plush and fluffier. It feels like tickling feathers across my lips. I’d say that the plumping effect is probably minimal, but I do enjoy the minty tingle the formula brings. Most importantly, it doesn’t make my lips flaky by the end of the day compared to other lip glosses that are double — or even triple — the price.” — Venus Wong, Senior Writer
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e.l.f. Cosmetics Lip Plumping Gloss, $, available at e.l.f. Cosmetics
Tanyel Mustafa, Senior Writer
e.l.f. products she tried:
Liquid Glitter Eye Shadow
Camo Liquid Bronzer & Contour
Big Mood Mascara
e.l.f. Cosmetics Liquid Glitter Eye Shadow
“This is one of the best liquid glitters on the market. It dries down, won’t budge, and no random flakes of glitter drop down onto my face when I wear it. Best of all, it adds the loveliest sparkle on my lids that catches the light. I always notice it both on myself and when I’m talking to a friend who also owns this; her eyes light up. There are many glitter eye shadows that perform the same way but with a significantly higher price tag. My shade, Disco Queen, is currently sold out, but you can still pick up Flirty Birdy, a lovely champagne pink.” — Tanyel Mustafa, Senior Writer
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e.l.f. Cosmetics Liquid Glitter Eyeshadow, $, available at e.l.f. Cosmetics
e.l.f. Cosmetics Camo Liquid Bronzer & Contour
“The number of shades available here is admirable and proof that beauty brands really can diversify their shade offering to suit multiple skin tones if they want to. I like that there are cool tones and warmer tones (though nothing orange), and that a little goes a long way. It blends out easily with a finger or brush, but I’d recommend using less than you think you’ll need and building up. I don’t love, however, how matte and dry this sits on the cheek. For my dry skin, I find it too heavy. This might be better suited to oiler skin types.” — Tanyel Mustafa, Senior Writer
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e.l.f. Cosmetics Camo Liquid Bronzer & Contour, $, available at e.l.f. Cosmetics
e.l.f. Cosmetics Big Mood Mascara
“If length is what you’re after, this is your mascara. It gives me long, fluttery lashes and separates them nicely, too [thanks to a network of intertwined bristles that works to split up each lash]. I found layering this mascara easy, as it creates no clumping, but builds up a gradual definition instead. It’s a solid everyday mascara.” — Tanyel Mustafa, Senior Writer
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e.l.f. Cosmetics Big Mood Mascara, $, available at e.l.f. Cosmetics
Humeara Mohamed, Contributing Writer
e.l.f. products she tried:
Camo Hydrating CC Cream (in Medium 310 C)
Luminous Putty Blush (in St. Barts)
Camo Colour Corrector (in Peach)
e.l.f. Cosmetics Camo Hydrating CC Cream
“Would you believe that I’ve got really noticeable acne scars? This CC cream delivers such a good, full-coverage finish that my marks and spots don’t peek through at all. It even boasts SPF 30, which is ideal for anyone who uses exfoliating treatments that make your skin more sensitive to UV rays — though I would always apply it alongside a dedicated sunscreen, too. The formula itself feels rich and nourishing — it’s ideal for dry skin types but it won’t leave you looking slick if you do have oily areas like I do. It doesn’t impart the most natural, skin-like finish I’ve ever seen, but I find that if I apply it with my fingers and then melt it into my skin using a sponge, it looks pretty seamless. Plus, the shade range (catering to warm, neutral, and cool undertones) is pretty impressive.” — Humeara Mohamed, Contributing Writer
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e.l.f. Cosmetics Camo Hydrating CC Cream, $, available at e.l.f. Cosmetics
e.l.f. Cosmetics Luminous Putty Blush
“This is such an interesting product. For starters, the texture is unlike anything else I’ve ever tried — and I’ve tried a lot of blush. It comes in a pot, and it’s the same sort of satin-like texture as you’d find in a pot of purple lip balm that came free with a magazine in the ‘00s. This sounds weird, but it’s actually a good thing because the finish isn’t as sticky or as wet as more common liquid or stick-balm textures; it’s quite solid and you really have to swish your fingertips around to get a good amount of colour. My shade, St Barts, is sheer, but quite buildable and blendable and it lasts all day on me. My one gripe? It’s quite sparkly in the light, which I don’t fancy wearing every single day.” — Humeara Mohamed, Contributing Writer
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e.l.f. Cosmetics Luminous Putty Blush, $, available at e.l.f. Cosmetics
e.l.f. Cosmetics Camo Colour Corrector
“As a South Asian woman, I have incredibly deep dark circles and concealer alone just won’t do. I’ve tried many colour correctors before but I’ve never found myself reaching for one regularly — until now. In the past they’ve either been too thick, too orange, or not blendable enough. The Camo Colour Corrector (in Peach), on the other hand, is like the Goldilocks of colour correctors. It’s lightweight and easy to blend underneath foundation or concealer. It doesn’t crease or flake on me and it brings the perfect level of warmth to my makeup without making me look too yellow.” — Humeara Mohamed, Contributing Writer
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e.l.f. Cosmetics Camo Colour Corrector, $, available at e.l.f. Cosmetics
e.l.f. Cosmetics Celestial Winter 10-Piece Eyeshadow Palette
“I’m an eyeshadow snob. I have no time for creasing or eyeshadow primers (surely any formula worth its salt would work without a primer?), and I rarely deviate from my daily favourites. I have oily lids, so my demands aren’t often met, but this palette really rose to the challenge. I opted for a subtle bronzed look using three of the brown and champagne-toned shades, and it really lasted all day. The formula is buttery and easy to blend, but there is a little fallout, so I’d apply this eyeshadow before your base. It’s an absolute steal ($10 for 10 shades!) and I simply cannot wait to crack out the sparkly blue for the festive season.”
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e.l.f. Cosmetics Celestial Winter 10-Piece Eyeshadow Palette, $, available at e.l.f. Cosmetics
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