e.l.f. Discovery

Allure Award-Winning and TikTok Viral Makeup Products

Those who know beauty know that the Allure Magazine Best of Beauty Awards is a BIG deal. Allure does all the testing for you so you know that if a product makes their list, it’s the best of the best and e.l.f. has big standout products that have won this coveted award. There are over 10,000 products tested each year to find the best, and about 82% of women recognize the Allure seal!

Glow Reviver Lip Oil

Winning both the 2024 and 2025 Allure best of beauty badge, this lip oil is e.l.f.ing amazing for giving your lips that instant glow-up. It's packed with nourishing ingredients that leave your lips feeling hydrated and looking oh-so-luscious. The best part? It gives you that perfect balance of shine and moisture without feeling sticky or heavy.

Each shade is infused with nourishing ingredients like jojoba oil and vitamin E to keep your lips hydrated and smooth. The lightweight, non-sticky formula glides on easily and gives your lips a juicy, glossy finish. Whether you want a natural glow or a pop of color, there's a Glow Reviver Lip Oil shade for everyone.

Halo Glow Powder Filter

Our award winning Halo Glow Powder Filter is a total holy grail for that filtered-in-real-life finish. This ultra-fine, luminous pressed powder gives your skin that blurred, soft-focus effect while controlling shine without ever looking cakey or settling into fine lines. The lightweight, silky formula contains light-reflecting particles that help create a natural radiance for that perfect selfie-ready glow!

For a next-level makeup look, pair it with our Halo Glow Liquid Filter for the ultimate glow-from-within. Available in multiple shades to complement different skin tones, this setting powder is perfect for touch-ups throughout the day.

Holy Hydration! Thirst Burst Drops

Our Holy Hydration! Thirst Burst Serum Drops are a total game-changer for anyone craving that juicy, plumped skin look! This hydrating gel serum helps deliver an instant burst of hydration, giving your skin a dewy, plumped look with a non-greasy feel.

To use, just apply 1-2 drops to clean skin and gently pat (never rub!) into your face and neck for that holy grail glow. For the ultimate hydrating skincare routine, pair these serum drops with our Holy Hydration! Face Cream to help seal in all that moisture goodness, or layer under our Halo Glow Liquid Filter as a makeup primer for a radiant makeup look!

Liquid Poreless Putty Primer

e.l.f.’s Liquid Poreless Putty Primer is a game-changing beauty product that's got makeup enthusiasts buzzing! This innovative primer takes the beloved original Poreless Putty Primer formula and transforms it into a silky liquid version. It's designed to create a smooth, poreless canvas for your makeup, helping it glide on effortlessly and stay put all day long.

This liquid primer is infused with key ingredients like squalane for hydration and hyaluronic acid to plump the skin, giving you that coveted "filtered" look in real life. It's perfect for all skin types and helps to minimize the appearance of pores, fine lines, and uneven texture.

Brow Lift

For your friend whose brows are always on point, give them the most recent addition to our Best of Beauty Family: Brow Lift.

Our Brow Lift is an extreme-hold clear eyebrow gel that holds your brows in place for a fluffy, feathered soap brow look. It instantly lifts, sculpts, and grooms every single brow hair into place with an easy, mess-free application.

Big Mood Volumizing Mascara

If big, voluminous lashes are what your friends love, then this volumizing mascara is the gift for them. It’s smudge-resistant, formulated with clean ingredients and has a big, fluffy hourglass-shaped brush to really separate and lengthen lashes.

It’s the easiest way to get plumped and lifted lashes all day. It comes in the traditional black and brown shades, but it’s also available in fun, vibrant colors like green and blue.

Putty Bronzer

Give the gift of a bronzed tropical vacation look. A part of the holy grail Putty Family, this cream bronzer has the same beloved cream-to-powder texture as our putty primer, but in shades to give your skin a natural sun-kissed glow with a semi-matte finish.

It’s infused with clean skin-loving ingredients like argan oil to moisturize as well as skin’s best friend, vitamin E to nourish and soften. The gift of healthy bronzed skin is one everyone will love.

TikTok Viral Beauty Products

These makeup and skincare products have gone viral and by “gone viral” we mean MILLIONS of raving views and trending on TikTok. The whole world loves these products and so will you!

Power Grip Gel Primer

Gift a flawless complexion this season with the absolute Queen of primers (that’s Queen with a capital Q). This gripping primer really grips makeup while hydrating and smoothing skin at the same time.

This face primer helps to improve the look and feel of skin with skin-loving ingredients like hyaluronic acid which helps skin retain moisture for a plump-looking complexion.

Hydrating Core Lip Shine

Show your friends how much you love them with this hydrating lip balm. There’s a heart-shaped core in the middle of it infused with vitamin E to help nourish and moisturize lips.

Add to that a sheer tint of color and the softest of shine, it’s no wonder everyone has fallen in love with these! The gift of a moisturized, plump lip is a gift everyone wants to receive.

Putty Blush

Anything in our signature putty format is instantly a to-die-for gift and our Putty Blush is no exception. It has the same buildable, putty-to-powder formula enriched with argan oil and vitamin E for a surge of hydration, but what really makes this cream blush stand out are the colors it comes in. With gorgeous shades named after famous tropical locales across the planet, you’ll want to get some for your friends and maybe 1 or 2 (or 3) for yourself.

Glossy Lip Stain

Your friends shine bright in your life. Show them how much with this lip stain. It has a unique gloss-to-stain finish that lasts all day, won’t transfer and is actually comfortable to wear.

It delivers the sheerest of color with a hint of shine to give you lips that look and feel fresh all day. There are a variety of tints including pink, red and brown lips stains.The color you get is more than you’d get from a tinted lip balm, but less bold than an all-out lipstick.