A Review of e.l.f. Cosmetics

If you’ve been in the cruelty-free game for a lengthy amount of time, you’ve probably heard of a makeup brand called e.l.f. Cosmetics.

e.l.f. (or eyes, lips and face if we’re getting technical) is a well-known beauty brand in the US. They have a HUGE range of cosmetics, from foundations, primers and concealers to lipsticks, bronzers and eyeshadow palettes.

So of course, when I made the switch to cruelty-free, I wanted to get my mitts on some of their products.

However, being in the UK and lusting after a US brand, can conjure up some pretty pricey delivery fees and a thumb-twiddling wait for them to arrive.

But alas, my prayers to the cruelty-free Gods were answered when Superdrug recently announced that they’re now selling e.l.f. products online and in selected stores.

As soon as the email with the news arrived in my inbox, I furiously dashed over to Superdrug’s website and ordered myself some goodies to test out.

Was e.l.f. Cosmetics worth the wait? Here is my review of some of their products:


e.l.f. Flawless Finish Foundation

As the inhabitant of some complicated and at times frustrating complexion, I’m always on the hunt for my holy-grail foundation. So, I picked up e.l.f.’s Flawless Finish Foundation in the shade Porcelain 111. This foundation claims to be a “full-coverage and oil-free formula” which “blends in naturally for a beautiful semi-matte finish”.

When I was younger, I went to school not wearing foundation as I only had slightly red cheeks with a few spots from time to time. But when I turned 20, I developed spotty, dry skin with the inability to get rid of the redness that spots left behind. Side note: I thought being an adult meant I didn’t have to deal with spots anymore?

So finding a foundation that can tackle all of these problems at once has been a bit of a headache.

I wore this foundation for a week and all-in-all found it to be a great little product. The colour matches pretty well to the rest of my skin, the formula is light-weight and easy to apply and it’s a really affordable product.

In regard to coverage, overall I was impressed. It mostly stayed on for the whole day (except for my chin as I’m a chronic face-toucher when working) and it didn’t look cakey and gross at the end of the day, which is a look I’m far too familiar with. However, I would say that for my skin it wasn’t full-coverage in the sense that I would need to wear a concealer over the top to look ‘flawless’.

Yes it covered up my redness and blemishes, but for those angry-looking, dark red spots? It probably needed an extra layer of concealer to help hide them. Saying that, for what I want a foundation to do, I’m happy.


e.l.f. Lock On Liner & Brow Cream

Nowadays, there are so many different products out there for you to get your brows to look ‘on point’.

Pencils, gels, powders and palettes; it can be difficult to know what is going to work for you.

Over the years, I’ve pretty much tried them all and have found that a gel gives me the best definition and shape I’m after. So I picked up the e.l.f. Lock on Liner & Brow Cream in the shade ‘Medium Brown’ which is the darkest they had.

First impressions of this product was that the colour is more of a dark brown in my opinion, which was actually great as my brows are very dark. 

The ‘gel’ formula is thick, but thin enough to let you smooth and shape your eyebrows with ease. It’s honestly so easy to create the shape you’re after with this product.

Another positive is that although it doesn’t look like you get a lot in the packaging, in reality it will last you ages as you only need the smallest amount.


e.l.f. High Definition Powder

To keep the shine away and help set your make-up in place, powder is a great product to have in your make-up kit. There are few different setting powders that e.l.f. have to offer, but I decided to go with the e.l.f. high definition powder in sheer.

This translucent, loose powder allows you to easily dispense the amount you want and it even have a cute, little sponge applicator for you to use.

What I love about this product is how light and airy it feels. You can use as little or as much as you like and either way it doesn’t feel like you have another heavy layer on your face. Also, it works SO WELL. You can say “see you later” to a shiny forehead that’s for sure.


e.l.f. Beautifully Bare Lipstick

When it comes to lipstick, I seem to always have an abundance of reds and pinks but lack in the ‘softer-tones department’. I’ve always loved the look of nude shades, so jumped at the opportunity to try out e.l.f.’s beautifully bare range; a collection of light-weight and natural looking shades.

Out of the three shades available, I went with the shade ‘Blush’ which is a gorgeous, soft, nude colour with a slight rosy tint. The lipstick is creamy and applies well, leaving your lips feeling soft and nourished. In terms of staying power, it does pretty darn well. Sure, if you’re going out and about talking, drinking, kissing (wink wink) then it might not last all day. However for day to day wear, you can’t fault it.

And for £6? It’s a winner.


e.l.f. Nude Eyeshadow Palette

Lastly, I bought the e.l.f. nude eyeshadow palette which I picked up in ‘Need it Nude’. Now I’m the sort of person that likes to have a lot of choice when it comes to eyeshadow, when in reality I use the same 3 nude colours everyday. So having a whole palette of nude shades is already a plus.

This palette comes with 10 shades; ranging from a shimmery white to a deep, chocolate brown. It’s perfect for creating an effortless day to day look and has all the colours you need to highlight, shadow and define your eyes.

I am actually so in love with the colours in this palette. Often, there’s always a few shades which you can’t ever see yourself wearing. But with the ‘Need it Nude’ palette, I can whole-heartedly say that I would use every single one of the colours on a regular basis.

Oh and it’s really small and compact in size. I might have let out a little squeal when I saw it because it looks so bloomin’ cute.


All-in-all, e.l.f.’s make-up range is varied, good quality and affordable. It’s an absolutely fantastic brand if you’re looking to make the switch to cruelty-free cosmetics but still want a range of products to choose from. I will definitely be buying these products again.



  • Shaienna Monique

    I love e.l.f. products! I’m glad you wrote this because I’ve definitely been looking for some brow cream and I didn’t even think to try theirs. I also have never tried their lipstick so I might try that as well.

  • Chloe Abigail

    Thanks for reading Shaienna! Yeah I would definitely give it a go. I love the brow gel and find it really long lasting. The lipstick does need a few applications throughout the day – but it’s so creamy and the colour is gorgeous.

  • Elly

    The Elf High Definition Powder is one of my holy grail products! I love it so much! Will definitely be trying more elf products after reading this!

  • Chloe Abigail

    Thanks for commenting Elly! I have to agree – I just bought some more of their powder today because I absolutely love it! x

Leave a Reply

Your email address will not be published.

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Read previous post:
How to Build a Sustainable Wardrobe

Fast fashion. A phrase which seems to be making the rounds lately and is playing on a lot of people’s...