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.