The e.l.f. Products Worth the Viral Hype, According to Makeup Artists (2025)

Sewell is a fan of this primer, as it "not only layers well with other skincare and skin prep products, but it does an incredible job of controlling shine and smoothing the face prior to makeup application for a flawless complexion."

Best for: Oily, dry, combination skin types

Customer Review:

"Heard about it online, and was skeptical, but loved the application and how it actually covered my pores. I have a lot of pores near around my nose and make up gets patchy, but with this product, it was smooth as a baby’s butt!!! Love it!" —Coconutlychee

"If you love a big wand, this is a great option," says Renee of this affordable mascara. "It is a moderately buildable formula that gives fluffy fan-like volume. It doesn’t feel heavy or sticky and gives nice volume and separation."

Number of shades: 5

Customer Review:

"I have very sensitive eyes and this did not bother them at all plus the waterproof formula is easy to get off your lashes and it does NOT make the lashes hard or give me raccoon eyes."—Felicia

Renee also likes these convenient eyeshadow sticks, raving that they're "easy to apply, allow for time to blend out and smudge, and they really do stay put!"

Number of shades: 4

Customer Review:

"Wish I had found this pencil sooner. It's just what I was looking for. Glides on smoothly, lasts all day. Use it instead of eye liner."—Mary

"This loose setting powder comes in several shades, which allows for a more natural look across more skin tones, and gives a soft, glowy, blurred effect," says Renee, adding that "It's not drying and does a great job at setting your makeup without it giving too much shine."

Best for: All skin types
Number of shades: 5

Customer Review:

"Gives suchhh a pretty soft diffused look and helps set everything! Not oily at all and I have oily skin!"—Banessa9023

"These light-wash stains are so incredibly comfortable and hydrating," says Renee, adding that the colors are "gorgeous and fresh-looking."

Number of shades: 6

Customer Review:

"I would consider myself a connoisseur of lip stains. They're my go-to lip product. These are my FAVORITE. They apply evenly, last for hours, and aren't drying! I wish they would come out with ten more colors!!"—Chelsea C

One part foundation, one part highlighter, this complexion product lives up to its viral reputation. Wear it on its own, over or underneath foundation to add a subtle glow and let the "you're glowing!" compliments roll in.

Best for: Dry, oily, and combination skin types
Number of shades: 12

Customer Review:

"I’m so happy with this purchase! It gives your skin a natural glow and you can even use it as foundation, as it seems very natural and has a low coverage."—Agp420

There are a lot of good concealers on the market, but not a lot that hold up after a full day of work (or play). This matte-finish formula doesn't falter, and it does so without feeling heavy or thick on the skin.

Best for: Normal, combination, and oily skin types
Number of shades: 17

Customer Review:

"Tried and true. I have tried several other concealers and although some do come close, I always come back because of that price. It blends out like a dream, just don't let it set bc it dries QUICK and then it kinda ruins your look."—Adriana

Used as a primer or on no-makeup makeup days, this sunscreen comes in three different shades to blend in with skin, and lends a barely there sheen for extra radiance.

Best for: Oily, dry, and combination skin types
Number of shades: 3

Customer Review:

"This is a great base in my skincare routine in the summer. It doesn’t feel as heavy as a sunscreen so it’s ideal for using as a base primer before adding my makeup."—karih36ef

This lipstick nearly had as much screen time in the new Mean Girls as Renee Rapp. But product placement aside, it's still a star thanks to its long-lasting (but non-drying) finish and gorgeous shade range.

Number of shades: 20

Customer Review:

"There's something luxurious about using these lipsticks. The packaging looks and feels high end and the lipstick applies like a dream and the pigment is good. Highly recommend."—wigglez3

Don't sleep on e.l.f.'s skincare offerings, like this fragrance-free face cream. Formulated with hyaluronic acid, squalane, and niacinamide, it's an excellent day moisturizer for the price.

Best for: All skin types

Customer Review:

"I'm 56 and tired of breaking the bank on skincare. I bought this to test out and I'm truly stunned. My skin loves it. It sinks in beautifully with no greasy leftover, just hydrated soft skin."—Nica

A $4 eyebrow pencil with actual payoff? It exists, and it's courtesy of e.l.f. It applies easily before drying down to a smudge-proof finish, and features a spoolie on the other end for grooming.

Number of shades: 6

Customer Review:

"Love the grey option!! Cool toned perfect grey color for brows!"—Mellzzz

For the price, this lip oil shouldn't be as good as it is. Hydrating, super-shiny, and with the perfect sheer tint, it's as luxurious as many of the pricier lip oils, with a similar oversized doe-foot applicator to boot.

Number of shades: 7

Customer Review:

"I absolutely love the color. It's not overly pigmented which I love, it's not really sticky which is amazing!! I have this one and the clear one and I would definitely recommend them!!"

If long-lasting makeup tends to dry out your skin, try this primer first. Between the refreshing jelly-like texture and hydrating formula made with hyaluronic acid, you'll look glowy even hours after first applying.

Best for: All skin types

Customer Review:

"I LOVE elf products because i don't wear makeup enough to buy expensive brands. It never lets me down. Always a good product for a good price and this primer is no different. It goes on just a bit sticky but it feels like nothing once dry."—Rachel

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• Allie Renee is a celebrity makeup artist based in Nashville.
• Kelli Anne Sewell is a celebrity makeup artist and founder of Makeup By Kelli Anne based in New York City.