e.l.f. Cosmetics

e.l.f. makes the most sense when you shop for a finish. Power Grip is the starting point for makeup that needs help staying put; Halo Glow Liquid Filter is for sheen; Camo concealers supply coverage. Those jobs are different, even when the bottles sit together in a drugstore display. I’d pick the one that fixes a gap in your routine before buying a whole matching face.

The appeal is easy to see in the prices. A regular Power Grip costs US$11 for 24ml, while Camo Liquid Blush is US$8 for 4ml. There is room to try a different texture without making it your big beauty purchase for the month. The catch is a sprawling range with similar names, different finishes and more than one version of a familiar favourite.

What e.l.f. is good at

The name stands for eyes, lips, face, and that broad approach still describes the makeup range. The brand pairs accessible prices with formats that feel current: sticky primers, luminous complexion boosters, richly pigmented liquid blush and glossy lip oils. Its brand statement says its formulas are vegan and that it does not test on animals. That is a useful brand-level distinction if it affects what you buy.

Choosing “satin concealer” or “sheer lip shine” narrows the options quickly. Shopping by the biggest product-family name is less reliable. Camo, for example, covers products that do very different things on the face. The word alone tells you little about how matte your finished makeup will look.

The prices also make individual additions appealing. You can keep a foundation whose shade you trust and change the primer underneath, or add a blush without replacing your base. A good shade match is worth keeping; buying every step from one brand is not a requirement.

Power Grip: hold first, shine control second

The regular Power Grip Primer is a green gel that applies clear. e.l.f. describes its finish as dewy and recommends patting it in with fingertips. The tackiness is intentional: this is the gripping step underneath makeup, rather than a tinted base that supplies coverage.

That distinction matters on oily skin. In her Who What Wear review, updated in May 2025, Eleanor Vousden reported that her base stayed together through a long day, while her usual afternoon oiliness still showed. She liked the result on her oily, dehydrated skin and allowed roughly 30 seconds before applying makeup. Her experience supports a useful expectation: better makeup hold does not necessarily mean a matte face.

I’d choose it when foundation tends to separate or fade and you enjoy some dew. If your main complaint is shine, its finish makes it a less obvious first purchase. Our Power Grip review looks more closely at where it fits in a base routine.

Check the size selector when ordering. The regular tube is 24ml; the same product listing can open on a 75ml jumbo at a different price. A cheaper-looking search result and the bottle in your basket may not be the same size.

Halo Glow Liquid Filter is the glow step

Halo Glow Liquid Filter costs US$15 for 31.5ml. e.l.f. sells it as a complexion booster: wear it alone, beneath foundation or on selected high points. The current range has 15 shades. Its light coverage makes sense for someone who likes her own skin to remain visible and wants more luminosity.

Angela Trakoshis’s 2022 Allure review captures the limitation neatly. She liked the glow and blurring effect, but still reached for concealer over blemishes. That is a more useful buying clue than expecting a “filter” to erase everything. The review predates the current price and expanded shade range.

For an actual foundation, Soft Glam Satin Foundation is the more relevant comparison. It is US$8 for 30ml, with medium, buildable coverage and a satin finish. I’d start there if evening out colour is the priority. Halo Glow earns its place when you specifically want the extra sheen, including over a base you already own. Our Halo Glow Liquid Filter review covers that choice in more detail.

Camo concealer: choose satin or matte

The two familiar Camo concealers cost the same but serve different preferences. Hydrating Camo Concealer offers full coverage with a satin finish. 16HR Camo Concealer is full coverage with a matte finish. “Hydrating” does not mean sheer, and “16HR” is the brand’s wear claim, rather than a guarantee of how it will behave on every face.

I’d make the finish decision before the shade decision. If you usually find matte coverage too dry-looking under the eyes, the satin option is the more sensible starting point. If you actively prefer a matte result, the original has a clearer purpose. Neither needs to be spread over the whole under-eye area just because the applicator can carry a generous amount.

For an online order, compare the exact shade name and undertone in the formula you have chosen. A familiar shade description is not a reason to skip the swatches. Full coverage leaves less room for a mismatch than a sheer complexion booster does. The Tarte brand guide offers a useful second perspective if you are also considering Shape Tape.

Blush and lip oil reveal two sides of the range

Camo Liquid Blush gives you concentrated colour with a dewy finish. It is an appealing US$8 addition if you enjoy liquid cheek products, but the small bottle should not encourage a heavy hand.

In Tamara B’s January 2025 Coffee & Makeup review, deeper shades worked best when she first dotted them onto her hand and picked up a little colour. She found the formula remained movable rather than setting completely dry, and some colour transferred in her tissue check. I’d treat that as a useful trade-off for someone who likes time to blend: easy adjustment, with less reason to expect a completely fixed, powdery finish.

The original Glow Reviver Lip Oil goes in the opposite direction on pigment. Its point is sheer colour and a glossy surface. The US$9 Pink Quartz version is a light pink, with the range’s minty scent and large applicator. Choose it for shine over bare lips or liner; a strongly defined lip colour calls for something more opaque. Anyone who dislikes mint in lip products has a practical reason to pass, regardless of how attractive the shade looks online.

Current US prices and sizes

Prices checked 20 October 2026. These are the listed one-time US prices, before tax and shipping, with no subscription or promotional discount applied. Sizes refer to the versions linked here; shade availability can vary.

Product	Size	US price
Power Grip Primer, regular	24ml	$11
Halo Glow Liquid Filter	31.5ml	$15
Soft Glam Satin Foundation	30ml	$8
Hydrating Camo Concealer	0.203oz	$8
Camo Liquid Blush	4ml	$8
Glow Reviver Lip Oil	0.25oz	$9

The concealer and lip-oil sizes are also listed by Ulta on its Hydrating Camo and Glow Reviver pages. The review cards below may show prices from earlier checks. Use the dated prices and sizes in this table for the current comparison.

Frequently Asked Questions

Is e.l.f. a good brand for inexpensive makeup?

Yes, particularly if you choose by the result you want. Power Grip addresses makeup hold, Halo Glow Liquid Filter adds luminosity, and the Camo concealers provide full coverage. The low prices make a targeted addition appealing; they do not make every formula right for every routine.

Is e.l.f. vegan and cruelty-free?

e.l.f. states that its formulas are vegan and that it does not test on animals. These are brand-wide policies, rather than claims about the finish or wear of a particular product.

Is Halo Glow Liquid Filter a foundation?

Halo Glow Liquid Filter is a lightly covering complexion booster intended to add glow. For medium, buildable coverage with a satin finish, Soft Glam Satin Foundation is the more relevant e.l.f. option.

Which e.l.f. Camo concealer should I choose?

Choose Hydrating Camo for full coverage with a satin finish, or 16HR Camo for full coverage with a matte finish. Decide which finish suits your routine, then check the shade and undertone in that specific formula.