Beauty

e.l.f. Cosmetics Review

About e.l.f. Cosmetics

e.l.f Cosmetics Review

e.l.f. Cosmetics is a makeup brand known for its affordable yet high-quality products. Standing for “Eyes, Lips, Face,” this company has everything you need to get a glam or natural look. In fact, there are hundreds of products to choose from, including foundations, highlighters, lashes, palettes, and more.

The makeup company has been featured in several media outlets, including Allure, InStyle, and Glamour Magazine. With a massive 5.6 million followers on the e.l.f. Cosmetics Instagram page, it’s safe to say that it is one of the beauty industry’s leading brands.

Are you in the market for some affordable beauty dupes? This e.l.f. Cosmetics review is here to help.

We’ll go over the brand’s best-selling makeup items, customer feedback, FAQs, and more to help you decide if its products are worth the buy.

Founders Scott Borba and Joseph Shamah launched e.l.f. in 2004. Their mission was to create makeup for everyone without any high-end markups.

Scott and Joseph realized there was a market for cost-effective beauty products when they saw women with designer outfits buying a surplus of drugstore makeup. So, the Oakland-based company was born.

The company’s products are known as “game-changers” within the industry, thanks to the fusion of quality formulations with accessible price points. Speaking of accessibility, its products are also widely available at stores such as CVS, Rite Aid, Walmart, Target, and Old Navy.

e.l.f. Cosmetics also assures its customers that its products will always be vegan and cruelty-free. And, it also avoids using toxins and unsafe ingredients in its formulations, such as phthalates and parabens. Additionally, the brand takes customer feedback into account when manufacturing and distributing its items.

Why You Should Trust Us

Our mission is to help you make better, more informed purchase decisions. 

Our team spends hours researching, consulting with medical experts, gathering insight from expert professionals, reviewing customer feedback, and analyzing products to provide you with the information you need.

Pros & Cons

Before diving into this e.l.f. Cosmetics review, let’s go over a few pros and cons of the brand:

Pros

  • Affordable Pricing: One of the major advantages of e.l.f. Cosmetics is its affordability. The brand offers a wide range of makeup products at budget-friendly prices, making it accessible to a broader customer base.
  • Cruelty-Free and Vegan Options: e.l.f. Cosmetics is committed to being cruelty-free, meaning they do not test their products on animals. They also offer a selection of vegan products that are free from animal-derived ingredients, catering to individuals who follow a vegan or cruelty-free lifestyle.
  • Diverse Product Range: e.l.f. Cosmetics offers a diverse range of makeup products, including foundations, concealers, eyeshadows, lipsticks, blushes, bronzers, and more. They regularly introduce new products and keep up with current trends, providing customers with a wide variety of options to choose from.
  • Inclusive Shade Ranges: e.l.f. Cosmetics strives to be inclusive by offering a range of shade options in their base makeup products like foundations, concealers, and powders. They aim to cater to different skin tones and undertones, ensuring that a broader range of customers can find products that suit their complexion.
  • Good Quality for the Price: Considering the affordability, e.l.f. Cosmetics products generally offer decent quality. While they may not always have the same high-end finishes or longevity as more expensive brands, e.l.f. Cosmetics products often deliver satisfactory results at their price point.

Cons

  • Limited Product Longevity: Some customers have found that certain e.l.f. Cosmetics products, particularly their eyeshadows and lip products, may have shorter longevity compared to higher-end brands. The wear time and staying power of these products may not be as long-lasting.
  • Limited Availability in Physical Stores: Although e.l.f. Cosmetics is widely available online, their physical store presence is relatively limited compared to other brands. This can make it more difficult for customers to physically experience or swatch products before purchasing.

Features

e.l.f Cosmetics Review

Getting dolled up doesn’t have to be expensive. But, with so many affordable options, it can be hard to know where to start. So, this e.l.f. Cosmetics will introduce you to some of the brand’s top-selling products. But first, let’s see what sets this brand apart from the rest:

  1. Affordable Pricing: e.l.f. Cosmetics is known for its affordability. The brand offers a wide range of makeup products at budget-friendly prices, making it accessible to a wide range of customers. They strive to provide affordable alternatives to higher-end makeup brands.
  2. Cruelty-Free: e.l.f. Cosmetics is committed to being a cruelty-free brand. They do not test their products on animals, nor do they sell their products in countries where animal testing is required by law. This commitment appeals to consumers who prioritize cruelty-free cosmetics.
  3. Vegan and Vegetarian Options: In addition to being cruelty-free, e.l.f. Cosmetics offers a selection of vegan and vegetarian products. These products are free from animal-derived ingredients, making them suitable for individuals following vegan or vegetarian lifestyles.
  4. Diverse Product Range: e.l.f. Cosmetics offers a diverse range of makeup products to cater to different preferences and needs. Their product line includes foundations, concealers, primers, eyeshadows, lipsticks, blushes, bronzers, highlighters, mascaras, and more. They regularly introduce new products and keep up with current makeup trends.
  5. Inclusive Shade Ranges: e.l.f. Cosmetics aims to be inclusive by offering a wide range of shades in their base makeup products like foundations, concealers, and powders. They strive to provide options that cater to different skin tones, undertones, and ethnicities, ensuring that a diverse customer base can find suitable shades.
  6. Trend-Oriented: e.l.f. Cosmetics keeps up with current makeup trends and releases products that align with popular styles and looks. They often introduce new collections and collaborate with influencers or celebrities to create limited-edition products that reflect the latest trends in the beauty industry.
  7. Product Innovation: e.l.f. Cosmetics focuses on product innovation, constantly striving to improve their formulas and packaging. They introduce new technologies and ingredients to enhance the performance, texture, and longevity of their products, keeping up with industry advancements.
  8. Accessibility: e.l.f. Cosmetics products are widely available through various channels. They can be purchased online through their official website, as well as through popular retailers and e-commerce platforms. This accessibility makes it convenient for customers to access and purchase e.l.f. Cosmetics products.
  9. Educational Resources: e.l.f. Cosmetics provides educational resources and tutorials on their website, social media platforms, and blog. They offer makeup tips, techniques, and step-by-step guides to help customers learn and improve their makeup skills.

Ingredients

e.l.f. Cosmetics strives to provide transparency regarding the ingredients used in their products. While the specific ingredients can vary across their product range, here are some common ingredients you may find in e.l.f. Cosmetics products:

  1. Dimethicone: A silicone-based ingredient used to provide a smooth texture and improve the application of products like foundations and primers.
  2. Talc: A mineral ingredient used in powder products like eyeshadows and blushes to provide a silky texture and improve blendability.
  3. Titanium Dioxide: A mineral pigment that provides sun protection and helps to give products, such as foundations or powders, a matte finish.
  4. Iron Oxides: Pigments derived from minerals that provide color to cosmetic products, including foundations, eyeshadows, and lipsticks.
  5. Mica: A mineral ingredient used to add shimmer and reflect light in products like highlighters and eyeshadows.
  6. Kaolin: A type of clay that is often used in skincare and makeup products for its absorbent properties, helping to control oil and mattify the skin.
  7. Synthetic Fluorphlogopite: A synthetic alternative to natural mica that provides a similar shimmering effect in cosmetics.
  8. Caprylic/Capric Triglyceride: A fatty acid derived from coconut oil often used as an emollient and skin-conditioning agent in various skincare and makeup products.
  9. Glycerin: A humectant that helps to attract and retain moisture in the skin, commonly found in moisturizers and hydrating products.
  10. Butylene Glycol: A solvent and conditioning agent used in skincare and cosmetics to improve product texture and enhance the delivery of other ingredients.
  11. Phenoxyethanol: A preservative used to prevent microbial growth in cosmetic products and extend their shelf life.

6 Best-Selling e.l.f. Cosmetics Products

e.l.f Cosmetics Review

So, what are some customer holy grails? This e.l.f. Cosmetics review is going to go over products that customers can’t get enough of, including creamy concealers, blurring primers, pigmented eyeshadows, and more.

Every product on the company’s site is vegan and cruelty-free. Additionally, e.l.f. formulates its makeup without the use of nonylphenol ethoxylates, triclocarban, phthalates, parabens, triclosan, hydroquinone, and sulfates.

e.l.f. Cosmetics 16hr Camo Concealer Review

Whether you’re trying to hide dark circles or a pesky blemish, you don’t want your cover-up to budge. Thankfully, the e.l.f. Cosmetics 16hr Camo Concealer got its name for a reason. This liquid concealer has a long 16-hour wear time. So, you can work hard, play hard without worrying about touch-ups.

Offering a matte finish, this product provides full coverage that can be precisely applied with the doe-foot applicator. Key ingredients include avocado oil and kaolin clay. The oil works to moisturize and nourish the skin, while the clay controls any shininess that would otherwise pop up throughout the day.

And, this product doesn’t only have to be used to cover up imperfections. This e.l.f. Cosmetics review also suggests using it for cut-crease eyeshadow looks.

With 27 shades to choose from, including three different undertones, the Camo Concealer sells for $6 (0.203 fl oz).

e.l.f. Cosmetics Poreless Putty Primer Review

Look, we all have pores. But, that doesn’t mean we want to show them off to the world. The e.l.f. Cosmetics Poreless Putty doesn’t get rid of your pores, but it does blur them for a flawless-looking complexion.

This award-winning product features squalane, which helps prevent moisture loss during wear. It also has a velvety texture, so you’ll be able to get a smooth foundation application.

Suitable for all skin types, but especially effective on dry or combination skin, the Poreless Putty Primer sells for $9 (0.74 oz).

e.l.f. Cosmetics Jelly Pop Dew Face Primer Review 

It might look like a lip jelly, but this adorable pink product is actually for your face. The e.l.f. Cosmetics Jelly Pop Dew Face Primer holds makeup in place while providing a luminous glow.

On no-makeup days, pop a light layer of this jelly on your skin for an even complexion and a subtle glow. Featuring hydrating ingredients like hyaluronic acid and niacinamide, this gel primer penetrates the skin to provide and lock in moisture.

If that weren’t enough, each tube is also infused with watermelon extract for a healthy dose of antioxidants. Add the Jelly Pop Dew Face Primer to your makeup bag for $10 (0.61 fl oz).

For an added dose of juiciness, check out the selection of e.l.f. Cosmetics highlighters.

e.l.f. Cosmetics Lip Exfoliator Review

Your lips deserve the same amount of attention as the rest of your face. Treat them to some TLC with the e.l.f. Cosmetics Lip Exfoliator. To get a smooth lipstick application, this lip scrub removes dead skin, ensuring a kissable pucker.

Aside from its exfoliating abilities, the Lip Exfoliator also moisturizes your lips with ingredients like jojoba oil, shea butter, and avocado oil.

Plus, this product comes in four different colors and scents with a sweet aroma—we’re particularly feeling the coconut version.

Pucker up with the Lip Exfoliator for $4 (0.35 oz).

e.l.f. Cosmetics Need it Nude Eyeshadow Palette Review 

Got a need for neutrals? The e.l.f. Cosmetics Need it Nude Eyeshadow Palette might satisfy you. This versatile palette comes equipped with 10 different shades, so you can highlight, contour, line, and shade to your heart’s content.

Featuring both shimmers and mattes, toss this set into your purse to kick your daytime look up a notch as you head from work to dinner. Matte shades double as a face contour, too, for a flawlessly sculpted complexion. Get it for $10.

e.l.f. Cosmetics Professional Set of 12 Brushes Review

So, you’ve got your palette. Now, you just need the e.l.f. Cosmetics Professional Set of 12 Brushes to apply those shadows.

This collection includes both eye and face brushes, making it a complete set. And, you can use them guilt-free—their bristles are 100% synthetic and cruelty-free.

This e.l.f. Cosmetics brush set comes with the following brushes:

  • Smudge eye sponge
  • Lip brush
  • Eyeshadow brush
  • Blending brush
  • Defining eye brush
  • Eyelash and brow wand
  • Brow brush
  • Foundation brush
  • Bronzing brush
  • Full face brush
  • Concealer brush
  • Eyeliner brush

Each brush features an “ergonomically designed” handle for precise application without slips or smudges. Offered in a sleek white hue, you can get this complete e.l.f. Cosmetics brush set for only $12—that works out to $1 per brush!

Is e.l.f. Cosmetics Cruelty-Free?

e.l.f Cosmetics Review

Yes, e.l.f. Cosmetics is certified 100% cruelty-free. And, its collection is also vegan.

Is e.l.f. A Clean Brand?

e.l.f Cosmetics Review

e.l.f. is a clean brand. All of its products are formulated without phthalates, parabens, triclosan, triclocarban, nonylphenol ethoxylates, and hydroquinone. Plus, its skincare line includes no sulfates.

Who Is e.l.f. Cosmetics For?

e.l.f Cosmetics Review

e.l.f. Cosmetics can be for anyone who is looking to get their makeup and skincare essentials while on a budget. Its marketing is mainly geared towards teens and young adults—but, we’re sure people of all ages can find something in its line.

The brand is also great for those who look for vegan and cruelty-free products.

Comparison: e.l.f. Cosmetics vs. Morphe

e.l.f Cosmetics Review

We’re happy to see that more affordable makeup brands are launching onto the scene—especially when the products are good. So, how does e.l.f. Cosmetics stack up to the competition?

This e.l.f. Cosmetics review decided to host a friendly competition between our featured brand and Morphe. Our competitor is a slightly newer company, having been around since 2008. It is known for collaborating with popular, albeit controversial, influencers like James Charles, Jeffree Star, and Jaclyn Hill.

First, we’ll go over a few similarities:

  1. Both California-born brands
  2. Prices are affordable and much lower than high-end brands
  3. Offer international shipping

But, they do have their differences:

  1. Morphe is reasonable but a bit higher in price
  2. Morphe collaborates with several Youtube beauty gurus
  3. It’s unclear whether or not Morphe is fully cruelty-free, and some of its products are not vegan
  4. Morphe has a more flexible return and exchange policy

e.l.f. Cosmetics Reviews: What Do Customers Think?

e.l.f Cosmetics Review

Now, the bigger question in this e.l.f. Cosmetics review: what do its customers think? The brand receives high praise on its website for its affordability and the quality of its products. Additionally, on websites like Influenster, the Better Business Bureau, and Trustpilot, it gets mostly positive feedback as of June 2023.

First, we’ll go over the positives. Here’s how each product in this review rates on e.l.f’s main website:

  • 16hr Camo Concealer: 4.4/5 stars from 2.7k reviews
  • Poreless Putty Primer: 4.4/5 stars from 1k reviews
  • Jelly Pop Dew Face Primer: 4.7/5 stars from 172 reviews
  • Lip Exfoliator: 4.3/5 stars from 2k reviews 
  • Need It Nude Eyeshadow Palette: 4.3/5 stars from 164 reviews
  • Professional Set of 12 Makeup Brushes: 4.2/5 stars from 757 reviews

We’re going to be focusing on the Poreless Putty Primer. Other than being voted the Best Mass Primer on Influenster, this product gets many rave reviews on e.l.f’s website as well.

One 5-star reviewer writes: “I bought this a year ago, and I still use it every single time I do my makeup. I love how it smoothes out my pores without leaving an oily or silicone finish on my face. It’s kind of moisturizing but not to the point where it looks too heavy or would become too much for people with oily skin. I love this stuff, and I will repurchase it every time I run out.

Another customer loves the effects and longevity of this primer, stating, “I love this product! It’s supposed to be recommended for dry skin, but it works great for my normal/oily skin! It leaves a great texture on the skin, and my makeup lasts longer.

In terms of the Camo Concealer, it scores 4.4/5 stars on Influenster from 75 ratings. Reviewers claim that it’s a great dupe for higher-end concealers and that the product has become their holy grail.

One customer says, “If you’re on a budget or not – you should try this because it’s awesome! It’s only $6, and it actually conceals! It gives a nice brightening effect and doesn’t cake up by the end of the day. I use it with a beauty blender, and it gives a flawless effect.”

Along with the high praise, e.l.f. Cosmetics also has an A+ accreditation from the Better Business Bureau. There are only eight customer complaints, but they’ve all been resolved by the company.

But, on Trustpilot, ratings take a bit of a dip. They average 2.6/5 stars from 123 shoppers on the site, with 47% of the reviews being poor, mostly citing issues with customer service and extended shipping times.

Still, the percentage of negative sentiments on Trustpilot accounts for a very small percentage of overall comments.

All in all, the company’s products get great reviews from thousands of customers on and off its website. Shoppers are delighted by the quality, many reporting that e.l.f.’s collection rivals high-end lines for just a fraction of the cost.

Is e.l.f. Cosmetics Worth It?

e.l.f Cosmetics Review

Maybe you’re not interested in getting reigned in by high-end beauty products. In that case, e.l.f. Cosmetics is an affordable alternative that carries a wide range of products that can appeal to anyone.

Based on this e.l.f. Cosmetics review, we would say that the company is worth the buy. Its products are well-received and what can we say, we can’t resist a good deal. I mean, $12 for 12 brushes? That’s a steal.

Additionally, products like the Camo Concealer are suitable dupes for high-end brands. So, you’ll still get the same quality but at a highly reasonable price. They’re also guilt-free, as the company’s collection is 100% vegan and cruelty-free.

e.l.f. Cosmetics Promotions & Discounts

e.l.f Cosmetics Review

We came across multiple e.l.f. Cosmetics coupon codes and other promotions to help you save on the company’s collection:

  • Back-to-school event: Get 20%-25% off when you spend $25-$35
  • Complimentary gifts on orders $25+
  • Free shipping with orders $15+
  • 25% off discount for first responders, teachers, healthcare workers, and the Military when your order hits $30
  • 15% off e.l.f. Cosmetics promo code when you verify your student status
  • e.l.f.’s Beauty Squad: Sign up for beauty rewards and to be the first to know about other promotions

Where To Buy e.l.f. Cosmetics

e.l.f Cosmetics Review

You can shop for the brand’s collection directly from its website: elfcosmetics.com. Its products are also available at retail stores, such as Target, Walmart, K-Mart, Shoppers Drug Mart, and more—a full list is available on its website.

Alternatives

Looking to explore more options? We’ve got you covered:

  1. NYX Cosmetics: NYX Cosmetics is a popular brand known for its affordable and high-quality makeup products. They offer a wide range of products, including foundations, lipsticks, eyeshadows, and more. NYX Cosmetics is often praised for its extensive shade range and trend-focused collections.
  2. Wet n Wild: Wet n Wild is a budget-friendly brand that offers a range of makeup products. They are known for their affordable prices without compromising on quality. Wet n Wild offers various products, including foundations, eyeshadows, lipsticks, and more.
  3. BH Cosmetics: BH Cosmetics offers a variety of affordable and versatile makeup products. They are known for their eyeshadow palettes, brushes, and lip products. BH Cosmetics is popular for its wide range of color options and creative collaborations.

FAQ

e.l.f Cosmetics Review

Who owns e.l.f. Cosmetics?

The brand is owned by the venture capital company TPG Growth II Management, LLC.

Where is e.l.f. Cosmetics made?

e.l.f. Cosmetics products are made in China.

What is e.l.f. Cosmetics’s Shipping Policy?

e.l.f. Cosmetics offers shipping in the United States and internationally. Standard shipping is free in the US when orders exceed $25.

Orders in the US are fulfilled by FedEx or USPS. The following are the different shipping options and their prices:

  • Standard (6-10 business days): $6
  • Express (3-5 business days): $13
  • 2-Day: $25
  • Next-Day: $55

Orders of $25 or more in Canada are charged a fixed fee of $5. For orders above $50 in your local currency, there’s also a $10 flat delivery charge. Once your order is ready. e.l.f. will provide you with a tracking number.

What is e.l.f. Cosmetics’s Return Policy?

Some foundations and concealers are subject to a refund if you’re not happy with the color match. This list includes the 16hr Camo Concealer and the Flawless Finish Foundation—a full list can be found on the FAQ page.

To initiate a refund, contact the customer service team by email or by phone. It can take up to 10 business days to receive your refund. You can initiate a refund within 30 days of purchase.

Other products are not eligible for a return due to the “low-cost nature” of the brand. But, if something arrives damaged, the brand will offer a replacement.

How to contact e.l.f. Cosmetics

If you have any questions after reading this e.l.f. Cosmetics review, you can reach out to its customer service team through the following methods of contact:


Didn’t see everything you are looking for in this review? Here are a few other cosmetic options to consider when building your makeup routine:

BeautyStat Cosmetics

Buxom Cosmetics

theBalm Cosmetics

NYX Cosmetics

Hero Cosmetics

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