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The 9 Best E.l.f. Beauty Products That Are Worth the Hype, Tested by Editors

If you purchase an independently reviewed product or service through a link on our website, WWD may receive an affiliate commission. E.l.f. Cosmetics continues to leave the entire beauty industry quaking in its boots. Known for its too-good-to-be-true price points and instant TikTok fame with every hot new release, the brand continues to create holy grail standouts that beauty lovers can’t stop talking about. So, naturally, our WWD Shop editors have been testing fresh drops and cult-favorites to narrow down the best E.l.f. products money can buy (though, if you added up our top list, this haul would only run you just shy of $80). As beauty editors, we’re more than willing to drop serious change on prestige foundations, mascaras, and TikTok-viral standouts, but it’s just simply not necessary when it comes to E.l.f.’s competitive formulas. In fact, E.l.f., which stands for “Eyes, Lips, Face,” has evolved to impressive heights in just the last decade — who remembers when the brand’s eyeshadow compacts were priced at just $1 a pop? Though prices have raised ever so slightly, the brand’s star-level product quality is now far from where it used to be, and, coupled with smart advertising that reached last year’s Super Bowl, the

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