Makeup Best Sellers

e.l.f. Cosmetics is an industry leader in the world of makeup primers. Being the #1 primer in America*, Power Grip Face Primer grips your makeup to give you a soft-focus effect for a smoother complexion. The gel-based face primer is iconic and has even been seen at the “Big Game” as a vital component of the uber-trendy “Dolphin Skin” look. For a flawless glow apply our top selling, Halo Glow Liquid Filter as it is the ultimate must-have makeup product to master a luminous look. The innovative complexion booster and skincare-makeup hybrid gives you effortless, soft-focus radiance with a fresh, dewy finish.

In the beauty world, getting an Allure Best of Beauty Award is the highest honor. That little red badge ensures you are getting a phenomenal product vetted by THE beauty bible, Allure Magazine. e.l.f. Cosmetics is proud and honored to wear that badge of honor on multiple products in our lineup that have won this coveted award for best makeup.

•  The best eyebrow gel to get instantly lifted, sculpted, and groomed brow hairs is the award-winning Brow Lift. This extreme-hold clear eyebrow-shaping wax holds your brows in place to help you achieve the fluffy, feathered, on-trend “soap brow” look.
•  Putty Bronzer won its Allure Award for the way it can give you that sun-kissed, back-from-vacation glow anytime anywhere. The unique, creamy putty-to-powder face bronzer blends effortlessly and delivers a natural bronzing effect with a smooth, semi-matte finish.

A beauty company is defined by its best-selling makeup must-haves. The best e.l.f. products are our Holy Grail collections. Each family is full of makeup must-haves that have either won awards, gone viral, or become instant best-sellers. The Camo makeup collection is a family of Holy Grails ranging from concealers to foundation, to color correctors that help you have a photo-ready complexion while keeping your skin healthy. The family prides itself on inclusive shades in a wide variety of undertones and textures that blend beautifully into the complexion, setting the stage for whatever makeup look you want.

Starting with the launch of the OG Poreless Putty Face Primer, the Putty makeup collection is known and loved for its super creamy putty-to-powder texture that blends seamlessly into skin. From primers that give you a smooth complexion to bronzers and blushes that give a gorgeous glow on the skin, once you’ve gone putty, you never go back.

For internet-breaking gleam, the Halo Glow Makeup Family is a collection of the best makeup products available with one thing in common- getting the ultimate glow. From the viral Halo Glow Liquid Filter to the newly launched Halo Glow Beauty Wands, this Holy Grail collection will give you everything you need to get that lit-from-within dewy glow.