Beauty

A Deep Dive Into Our Editor’s New Favorite Beauty Products

All from e.l.f. Cosmetics.

As a beauty editor who’s been in the biz for nearly a decade, it’s been super-cool to see e.l.f. Cosmetics — a brand I’ve personally loved since my teens — continue to break boundaries and push the envelope when it comes to their products. There’s a reason almost all of them go viral on TikTok, after all: Not only are they innovative, ultra-high quality, and fun to use, but they also happen to be incredibly accessible and fairly priced, too. That’s what excites me so much about recommending them — I can always count on the formulas to deliver high-end results, without the hefty price tag. Oh yeah, and they’re 100% clean, vegan, and cruelty-free, too. I mean, I rest my case.

At the moment, I’m particularly partial to four of e.l.f.’s brand-new arrivals, which, you heard it here first: are bound to go viral as soon as the world gets their hands on them. Ahead, peruse my mini review of each — then shop ‘em to see for yourself what all the hype is about.

O Face Satin Lipstick
e.l.f. Cosmetics
This lipstick — I kid you not — looks and feels like it costs $50. Rich and creamy with a comfortable satin finish, it features squalane, marula, and jojoba oils to deeply hydrate and nourish lips so they look plump and luscious all day long. Despite being a creamy formula, its longevity is seriously impressive, as is the shade range made up of 20 pigment-packed hues. Whether you’re into neutral browns and everyday pinks, or bold reds and purples, prepare for this to become your new go-to lipstick. It’s certainly become mine.
Luminous Putty Bronzer
e.l.f. Cosmetics
Full disclosure: I am a *huge* bronzer girl. Always have been, always will be. Being that this is the case, it’s somewhat hard to impress me when it comes to new bronzers — partly because the market is so saturated, and partly because I’ve tried so many. This new one from e.l.f., however, is the exception. It feels like nothing on the skin (which I’m all about), delivers a gorgeous, warm and dewy glow, and doesn’t budge all day. As if that wasn’t enough to sell me, it’s also infused with vitamin E and argan oil to give skin some extra love.
Lash 'N Roll Mascara
e.l.f. Cosmetics
Another fun fact about yours truly: My lashes looove to stick straight out. For this reason, I’m always looking for mascara formulas that help hold a curl, and this one delivers big time. It features a double-sided brush with shorter bristles that simultaneously lift and separate each and every lash, which helps keep my flimsy lash hairs curled — you guessed it — all day long. On top of that hefty feat, it also never smudges or flakes on me, which is a tall order when it comes to mascara.
Power Grip Primer + 4% Niacinamide
e.l.f. Cosmtics
To be completely real with y’all, I’m not usually a primer type of gal — but this one has changed the game for me. Infused with 4% niacinamide, I’ve noticed it’s subtly brightened my skin and helped even out the tone, which is somewhat mind-blowing considering it’s not, you know, a serum or something of that nature. And it does this in addition to locking your makeup in place! Need I say more? If you love a glowy finish and a primer with actual skin-care benefits, look no further.