e.l.f. Cosmetics New Releases

News brief: in May 2024, e.l.f. Cosmetics relaunched its Lip Plumping Gloss with three new shades, a plusher applicator and slimmer packaging. The new shades were Sweet Talker, Chocolate Glaze and Petal Pressed. The formula stayed the same, and the gloss is now $8 on elfcosmetics.com.

All three are still listed. The full range: Pink Sugar, Bahama Mama, Champagne Glam, Chocolate Glaze, Mauve Lady, Petal Pressed, Pink Cosmo, Pink Paloma, Praline, Sparkling Rosé, Sweet Talker and Mocha Twist.

What Changed in the Relaunch?

According to e.l.f., the plumping formula is "the same great lip plumper you love". What changed is the extra-plush applicator and sleeker, more compact tube. The brand promises a sheer wash of color, "high-octane shine" and a tingly, cooling feel that makes lips look fuller.

Is the Tingle Normal?

Yes. e.l.f. says to expect it. Our take: the cooling-tingle sensation is how most drugstore plumpers create a short-term fuller look. If you have sensitive or chapped lips, patch-test before wearing it all day.

Confirmed and Not Confirmed

Confirmed: the new shades, current $8 price, 12-shade range and review rating, from e.l.f.'s product page on September 25, 2026. The default shade, Pink Sugar, was shown as out of stock ("on vacay") that day.

Not confirmed: the stock status of every other shade, and Ulta pricing.

How Is It Different From Pout Clout?

e.l.f. also sells Pout Clout, a plumping lip pen. The Lip Plumping Gloss is the tube-and-wand option with more shimmer shades. Choose Pout Clout if you prefer a click-pen format.

September 25, 2026 update: we added the full shade list, current price and rating from e.l.f.'s site.

Have you tried the new applicator? Tell us what you think in the comments.

e.l.f.'s Youth Boosting Blue-ty Sleep Night Oil is an overnight face oil with 1% granactive retinoid, aimed at the look of fine lines. It launched in May 2024 at $18 and is $19 on e.l.f.'s site today, rated 4.6 stars from 2,401 reviews.

What Does the Night Oil Do?

e.l.f. says the oil diminishes the appearance of fine lines and leaves skin visibly smooth and revitalized. The formula is a blue oil that disappears on application, is lightweight and fast-absorbing, and contains no fragrance.

What Do e.l.f.'s Results Numbers Mean?

On the product page, e.l.f. reports that after four weeks, 96% of testers said skin felt restored and renewed and 94% noted improvement in fine lines, texture, age spots and dullness. Our take: these are the brand's own self-reported user numbers, not clinical measurements, so read them as user satisfaction, not proof of results.

Who Is It For?

Buy it if you want a gentle, low-percentage retinoid that comes in an oil and you're comfortable using an active at night.

Skip it if you are pregnant or nursing, or your skin is reacting to other actives. Our take: as with any retinoid, this is general guidance, not e.l.f.'s label: introduce it slowly, use sunscreen in the morning, and ask a clinician if you're unsure.

What Do Reviewers Think?

The product page shows 4.6 out of 5 from 2,401 reviews. e.l.f. describes the oil as intended for nightly application.

What Is Confirmed, and What Is Not?

Confirmed: price, rating, key ingredients, skin-type claims and study numbers are from e.l.f.'s current product page.

Not confirmed: the page we read doesn't show the bottle size or full directions in the text we could read, so check the box for how many drops and how often.

September 21, 2026 update: we re-checked the price, rating and claims. The oil costs $1 more than at launch.

Have you tried it? Tell us how your skin reacted in the comments.

e.l.f.'s Brow Laminating Gel is a clear-drying eyebrow gel that gives a brushed-up, laminated look, with e.l.f.'s "strongest hold yet" and no stiffness. It launched in May 2024 at $8 and is $9 on e.l.f.'s site today, rated 4.6 stars from 17,271 reviews.

How Do You Get the Laminated Brow Look?

e.l.f.'s own steps for the look are:

1. Use the spoolie end to coat your brow hairs with a small amount of gel.
2. Brush the hairs back and forth to spread the gel evenly.
3. Use the comb end to shape and lift the brows into place.

The formula goes on white and dries clear.

Our take: a small amount matters. Too much product is what causes stiffness and flaking on any brow gel, so start with less than you think you need.

What Makes It Different From a Regular Brow Gel?

The launch pitch was three things: a lightweight feel, a strong hold without stiffness, and a formula that resists water and flaking. The 3-in-1 applicator is the other selling point, because it lets you apply, comb and sculpt with one tool.

What Do the Reviews Say?

The product page shows 4.6 out of 5 from 17,271 reviews. That is the largest review count of the e.l.f. pages we checked today, and the score holds up at that scale.

Our take: because the gel is clear and the page lists no shades, it should work over any brow color.

Who Is It For?

Buy it if you want fluffy, lifted brows at home for under $10 and you like a strong hold.

Skip it if you want tinted color or a soft, natural brow, since this is a clear gel with a strong hold.

What Is Confirmed, and What Is Not?

Confirmed: price, rating, applicator and claims are from e.l.f.'s current product page.

Not confirmed: the page we read doesn't give a size. We haven't wear-tested the hold.

September 21, 2026 update: we re-checked the price and rating. The gel costs $1 more than at launch.

Have you tried it? Tell us how it holds in the comments.

The e.l.f. Jelly Pop Collection is a watermelon-themed makeup line: a Glow Reviver Lip Oil, a Glow Stick highlighter, a Dew Primer and a Vault set. When e.l.f. announced it in May 2024, the pieces were $8, $8 and $10, and the three-piece Vault was $30.

What Is in the Jelly Pop Collection?

According to e.l.f.'s May 2024 announcement:

• Jelly Pop Glow Reviver Lip Oil ($8): a limited-edition lip oil with a sheer, glossy wash of pink shimmer and a watermelon scent.
• Jelly Pop Glow Stick ($8): a highlighter stick for a dewy, luminous glow with a touch of golden shimmer.
• Jelly Pop Dew Primer ($10): a unique sticky gel texture that keeps makeup in place, with a watermelon scent. See our Dew Primer post.
• Jelly Pop Vault ($30): a three-piece set of full-size products.

Has the Jelly Pop Line Changed Since Launch?

e.l.f.'s current Jelly Pop collection page describes a bigger lineup: the Dew Primer and Glow Reviver Lip Oil as returning products, the Glow Stick, and two additions labeled new and limited-edition, a Makeup Melting Cleansing Balm and a Luscious Lip Mask. It also lists a Vault with all four full-size watermelon products (Dew Primer, Lip Oil, Cleansing Balm and Lip Mask) in a pink makeup bag for $40.

Our take: that appears to be a later edition than the May 2024 drop covered above. The Vault has gone from three pieces at $30 to four at $40, so prices and contents differ by release.

Which Piece Should You Start With?

Our take: the Glow Stick is the simplest way into the line if you only want the highlighter, while the Lip Oil suits people who like a sheer pink gloss. The Dew Primer is the one e.l.f. makes only occasionally, so it is the piece most worth grabbing when it is in stock.

What Is Confirmed, and What Is Not?

Confirmed: the May 2024 products and prices come from e.l.f.'s announcement. The current lineup and $40 Vault come from e.l.f.'s Jelly Pop page.

Not confirmed: current individual prices (the page we read doesn't show them), the date of the newer edition, and what is in stock today.

September 21, 2026 update: we re-checked e.l.f.'s Jelly Pop page. It now describes a larger, later edition than the May 2024 release.

Did you get the Vault? Tell us your favorite piece in the comments.

The e.l.f. Stay Cool Gel Primer Stick is a twist-up, solid gel primer with a cooling, watery feel that preps skin for makeup while hydrating it. It debuted in April 2024 at $7 as early access on elfcosmetics.com, and costs $8 today with a 4.6 star rating from 3,950 reviews.

How Do You Use a Primer Stick?

Based on e.l.f.'s directions, twist the bottom of the stick to raise the gel, swipe it over freshly cleansed skin, then blend with fingers, a makeup brush or a sponge. e.l.f. calls the application mess-free and good for on-the-go use, which is the main reason to choose a stick over a tube or pot.

What Is in the Formula?

The waters e.l.f. lists are aloe water, spring water, coconut water and marine water, plus hyaluronic acid. e.l.f. says the mix delivers a burst of hydration and a cooling sensation while gripping makeup in place.

Our take: the cooling feel is a sensory feature, not a skincare claim, so it is best judged by whether you like how it feels on your face, not by any long-term skin benefit.

Who Is It For?

Buy it if you like a hydrating, gel-textured base, or you want a primer you can swipe on in a bag or car without a mess.

Skip it if you want a primer that blurs pores or controls oil. e.l.f.'s description focuses on hydration and cooling, not on shine control.

What Is Confirmed, and What Is Not?

Confirmed: the price, rating, ingredients and claims are from e.l.f.'s current Stay Cool Gel Primer Stick page.

Not confirmed: the page we read didn't show the product size or the full ingredient list.

September 21, 2026 update: we re-checked the price and rating. The primer stick costs $1 more than at its early-access launch.

Quick Answers

Can I use it under any makeup? e.l.f. says it preps skin for smooth application of makeup. We haven't tested it with every foundation type.

Is it for a specific skin type? e.l.f. doesn't name one on the page we read.

Do you use a primer stick? Tell us which one in the comments.

e.l.f.'s Bronzing Drops are a tinted, antioxidant-rich serum that you mix into your moisturizer for a warm, back-from-vacation glow. They launched in April 2024 at $12 as early access for Beauty Squad Loyalty Members, and e.l.f.'s site now lists them at $11 in four shades.

Which Bronzing Drops Shade Is Right for You?

e.l.f. matches each shade to a range of skin tones:

The 2024 launch had three shades: Rose Gold, Pure Gold and Copper Gold. Fair Gold is the shade e.l.f. has added since.

How Do You Use Bronzing Drops?

e.l.f.'s directions say to add one to three drops to your e.l.f. SKIN moisturizer or body cream, with intensity that depends on the number of drops. The launch announcement said the tinted formula also works on the body.

Our take: because you control the drop count, the same bottle can be a subtle glow or a deeper tan. Start with one drop and build.

Is It Good for Your Skin Type?

e.l.f. lists the drops as suitable for oily, dry and combination skin, and as fragrance-free and non-comedogenic. The serum is also 100% vegan, cruelty-free and Fair Trade.

What Do Reviewers Think?

The product page shows 4.6 stars from 4,508 reviews.

What Is Confirmed, and What Is Not?

Confirmed: price, sizes, shades, ingredients and rating are from e.l.f.'s current product page.

Not confirmed: the page we read doesn't say when Fair Gold was added, and we haven't swatched any of the shades.

September 21, 2026 update: we re-checked the price, shades and sizes. The price has gone down $1 since launch, and a fourth shade has been added.

Have you tried them? Tell us your shade and drop count in the comments.

Verdict: e.l.f. Power Grip Dewy Setting Spray is a bi-phase setting spray with an oil layer and a water layer, made to grip makeup and leave a dewy, non-sticky finish. It launched on March 31, 2024 at $10, and it is $11 on e.l.f.'s site today, rated 4.7 stars from 14,389 reviews.

What Does "Bi-Phase" Mean?

The formula has two layers: a makeup-gripping water phase and a moisturizing oil phase. That is why e.l.f. says to shake the bottle to activate it before each use. The brand describes the mist as "shockingly fine," with long-lasting wear that isn't sticky or greasy.

How Do You Use It?

According to e.l.f., shake the spray, then mist over your face from about 6 inches away with your eyes and lips closed. e.l.f. says a setting spray can be applied before makeup to prep skin or after makeup to set it.

Should You Buy It?

Buy it if:

• You want a dewy, skin-like finish instead of a matte lock.
• You like a fine mist that doesn't leave a tacky feel.
• You want a big-crowd favorite: the product page shows 14,389 reviews.

Skip it if:

• You have very oily skin and want a matte finish. Our take: a formula with an oil phase and a dewy finish is designed to leave a glow, so a mattifying spray is a better match.

What Is Confirmed, and What Is Not?

Confirmed: price, ingredients, directions and rating are from e.l.f.'s current product page.

Not confirmed: the page we read doesn't show the bottle size, and we haven't tested the hold ourselves.

September 21, 2026 update: we re-checked the price and rating. The spray costs $1 more than at launch, and it has since become part of a wider Power Grip range on e.l.f.'s site.

Quick Answers

Do I need to shake it? Yes, e.l.f. says to shake to activate the two-phase formula.

Can I use it before makeup? Yes, e.l.f. lists both pre-makeup prep and post-makeup setting.

Does it keep your makeup in place? Tell us in the comments.

e.l.f.'s Primer-Infused Matte Blush and Matte Bronzer are $7 pressed powders that get a smoothing primer built into the formula, and each comes in six shades. e.l.f. announced new shades and a sleeker design in March 2024 at $7 each, and that price is unchanged on e.l.f.'s site today.

Which Blush Shade Should You Pick?

e.l.f. lists six matte blush shades. The color descriptions below are e.l.f.'s:

The blush page shows a 4.7 star rating from 397 reviews and notes a 2019 Allure Best of Beauty award for the blush.

Which Bronzer Shade Should You Pick?

The six matte bronzer shades run from fair to very deep:

The bronzer page shows 4.7 stars from 572 reviews.

What Does "Primer-Infused" Mean?

e.l.f. says the primer gives the powder long-lasting color that blends and builds easily, wears weightlessly, and works to minimize shine for a smooth matte finish. Both formulas include vitamin E and jojoba seed oil.

Our take: the pitch is a powder that lasts on skin without a separate cheek primer. The strongest evidence is the review volume: over 900 combined reviews at 4.7 stars, which is a strong signal even allowing for the usual positive skew on a brand's own site.

Blush or Bronzer First?

Start with the bronzer if you want warmth and shape across the face, and you can match your depth to one of the six names above.

Start with the blush if you want a pop of color on the apples of your cheeks. Six blushes cover peach, pink, rose and berry, so pick by the undertone of your usual lip color.

What Is Confirmed, and What Is Not?

Confirmed: price, shade names, ratings and claims are from e.l.f.'s current product pages. Both products are listed as 100% vegan, cruelty-free and Fair Trade.

Not confirmed: the pages we read don't show a size, and they don't say which of the six shades in each range were the "new" ones announced in March 2024.

September 21, 2026 update: we re-checked shade lists, prices and ratings. Prices have not changed since the March 2024 announcement.

Which shade are you wearing? Tell us in the comments.

Presenting the Blemish Breakthrough Acne-Treating Body Mist by e.l.f. Cosmetics.

Crafted for both body and face, this mist features a potent blend of 2% salicylic acid to combat blemishes and prevent future breakouts, while providing skin-soothing benefits and promoting an even complexion.

Its lightweight, quick-absorbing formula effectively targets existing blemishes, enriched with niacinamide and zinc PCA to regulate oil production.

Price: $12

Explore now on elfcosmetics.com.