e.l.f. Cosmetics New Releases

Introducing the Pout Clout Lip Plumping Pen by e.l.f. Cosmetics. Experience the ultimate in lip care with this tinted moisturizing gloss that provides a cooling sensation for a sleek, glossy, and fuller-looking pout.

This versatile lip product combines the benefits of a plumper, gloss, and balm, enveloping your lips in a sheer burst of color and shine while enhancing fullness with a refreshing tingle.

Infused with blueberry, watermelon, and pomegranate extracts, its juicy and non-sticky formula leaves your lips feeling luscious.

Price: $8 each

Available now for exclusive early access on elfcosmetics.com.

The e.l.f. Every Day We Wear Pink Bundle is a $33, five-piece pink makeup set inspired by the Mean Girls movie, headlined by the Jelly Pop Dew Primer. e.l.f. released it in January 2024 to Beauty Squad members on elfcosmetics.com, and the name nods to the film's "On Wednesdays, we wear pink."

What Is in the Bundle?

e.l.f. lists five products:

1. Jelly Pop Dew Primer (the "Queen Bee" star), back for a limited time
2. Camo Liquid Blush
3. Liquid Metallic Eyeshadow
4. Cream Glide Lip Liner
5. Glow Reviver Lip Oil

According to Musings of a Muse, the set was customizable, letting shoppers choose their shades.

Is the Bundle Good Value?

Our take, using prices we recorded at launch: the Jelly Pop Dew Primer was $10, the Camo Liquid Blush $7, the Cream Glide Lip Liner $2 and the Glow Reviver Lip Oil $8, which adds up to $27 for four items. That leaves $6 of the $33 for the Liquid Metallic Eyeshadow. We don't have a launch price for the eyeshadow, so we can't confirm the saving. If it sold for $6 or more, the bundle cost no more than buying the five separately. Read the components in our own guides: Camo Liquid Blush, Cream Glide Lip Liner and Jelly Pop Dew Primer.

Who Was It For?

Buy it if you wanted the Jelly Pop Dew Primer (which e.l.f. only brings back occasionally) plus a coordinated pink look for eyes, lips and cheeks.

Skip it if you only wanted one of the products; each is sold separately.

What Is Confirmed, and What Is Not?

Confirmed: contents, $33 price, Mean Girls inspiration and limited-edition status come from e.l.f.'s January 2024 announcement.

Not confirmed: whether the bundle is still on sale, and the shade options in each product. We haven't re-checked current stock.

September 21, 2026 update: the bundle was a limited release, so we are treating it as a record of the January 2024 launch. Check e.l.f.'s site for any current pink bundle.

Did you pick this one up? Tell us which shades you chose in the comments.

e.l.f.'s Jelly Pop Dew Primer is a sticky, watermelon-scented gel primer that grips makeup and moisturizes skin. It returned in January 2024 for a limited time at $10, and it comes and goes: e.l.f.'s European site lists it at €12 and showed it out of stock when we checked.

What Does the Jelly Pop Dew Primer Do?

e.l.f. describes a sticky gel primer that smooths skin texture, grips makeup so it stays put, and moisturizes. The translucent formula is meant for all skin tones and has a refreshing watermelon scent.

Is It Back in Stock, and Where Can You Buy It?

Our take: this is a recurring limited-run product, not a permanent one. In January 2024 it was Beauty Squad-first and headed to Ulta, and e.l.f.'s Jelly Pop page describes it as a returning product. Check e.l.f.'s site and Ulta for the current status, and our Jelly Pop Collection post for the other pieces in the range.

What Is in the Formula?

The ingredient claims differ between sources, so we're showing both:

• Launch announcement (January 2024): hyaluronic acid, niacinamide, vitamin C and watermelon extract.
• e.l.f.'s [European product page](https://de.elfcosmetics.com/products/jelly-pop-dew-primer) today: vitamin E and watermelon extract.

We can't tell whether the formula changed or the page simply highlights different ingredients, so check the packaging.

How Do Shoppers Rate It?

The European product page shows 4.8 stars from 542 reviews.

Should You Buy It?

Buy it if you like a gel primer that keeps makeup in place and you enjoy a fruity scent.

Skip it if you are sensitive to fragrance, since the watermelon scent is part of the product.

What Is Confirmed, and What Is Not?

Confirmed: the $10 price, limited-time return and retailer plan from the January 2024 announcement; the €12 price, rating, scent, key ingredients and out-of-stock status from e.l.f.'s European page.

Not confirmed: the current US price and stock, and the size.

September 21, 2026 update: the e.l.f. page we opened redirected to the brand's European site, so that is the listing we checked. The primer is still labeled a limited-time release.

Did you snag it? Tell us how it holds your makeup in the comments.

e.l.f.'s Camo Liquid Blush is a pigment-packed liquid blush with a soft, dewy finish. It launched in December 2023 with nine shades at $7 each, and e.l.f.'s site now lists 12 shades at $8, rated 4.7 stars from 7,283 reviews.

Shade Guide: What Are the 12 Camo Liquid Blush Shades?

e.l.f. lists these shades with its own color descriptions:

Our take: the range reads as a color wheel for cheeks, with warm shades (Gorg Orange, Bronze Bombshell, Copper Etiquette), pinks, and cool berry and lilac at the far end. That's a wider spread than the nine shades at launch.

How Does the Formula Work?

e.l.f. calls it a lightweight, ultra-pigmented formula that blends and builds, with a rounded, grooved applicator to make application easy. The launch announcement also suggested pairing it with e.l.f.'s Liquid Blush Brush. The dewy finish comes from hyaluronic acid, rose flower water and hibiscus flower extract.

Should You Buy It?

Buy it if you want a dewy, buildable cheek color and would like a shade for every undertone. With 7,283 reviews at 4.7 stars on e.l.f.'s product page, it is a proven seller.

Skip it if you prefer matte powder blush, or want a formula for very oily skin, since e.l.f. describes this one as dewy.

What Is Confirmed, and What Is Not?

Confirmed: the current price, 12 shades, ratings and ingredients are from e.l.f.'s product page.

Not confirmed: the page we read doesn't give a size, and it doesn't say which three shades were added after the nine-shade launch.

September 21, 2026 update: we re-checked the shade list, price and rating. The range has grown from nine to 12 shades, and the price is $1 above the launch price.

Which shade is your favorite? Tell us in the comments.

Verdict: e.l.f.'s Hydrating Camo CC Cream SPF 30 is a full-coverage, dewy color-correcting foundation in 30 shades, aimed at people who want coverage and hydration from one tube. It launched in December 2023 at $15 and costs $16 on e.l.f.'s site today, with a 4.4 star rating from 2,926 reviews.

Should You Buy It, and Who It Suits?

Buy it if:

• You want full coverage that still looks dewy instead of matte.
• You want a base that hydrates and plumps, as e.l.f. describes.
• You need a wide shade range, with three undertones in each depth.

Skip it if:

• You prefer a matte or skin-like sheer base.
• You plan to rely on it as your only sunscreen. Our take: SPF 30 in a foundation only protects if you apply as much as a sunscreen needs, which most people don't do with base makeup, so layer a dedicated sunscreen underneath.

How Many Shades Are There, and How Do You Pick One?

e.l.f. lists 30 shades in six depth groups (fair, light, medium, tan, deep, rich), each with warm, neutral and cool options. The product page has a "Find My Shade" tool and a "Try It On" feature. Our take: a three-undertone system is more useful than a plain numbered range, because a wrong undertone is the most common reason a foundation looks off.

What Does "CC Cream" Mean Here?

e.l.f. calls it a "color-correcting" foundation. In the original launch announcement, the brand said it gives flawless coverage and an enduring, radiant, dewy glow, while hydrating and plumping the skin.

What Is Confirmed, and What Is Not?

Confirmed: the price, shade count, coverage, SPF and rating come from e.l.f.'s current Camo Hydrating CC Cream page.

Not confirmed: when we checked, the shade selector showed "on vacay" with a back-in-stock notification option, so availability may vary by shade. The page also didn't list a size or a full ingredient list.

September 21, 2026 update: we re-checked the price, rating and shade information. The price is $1 above the 2023 launch price.

Quick Answers

Does it come in deep shades? Yes, e.l.f. lists deep and rich groups with all three undertones.

Is it vegan? The e.l.f. site presents the brand's products as vegan and cruelty-free; check the product page for the current label.

Which shade did you match to? Tell us in the comments.

e.l.f. Cosmetics has unveiled the all-new Pout Clout Lip Plumping Pen—a versatile combination of lip plumper, gloss, and balm.

This innovative product not only bathes your lips in a sheer burst of color and shine but also enhances the appearance of fullness with a refreshing tingling sensation.

Featuring a convenient click-up application and available in 8 shades, this lip essential promises a delightful experience.

Stay tuned for the upcoming release on elfcosmetics.com.

e.l.f.'s Holy Hydration! Gel-Yeah Moisturizer is a lightweight, non-greasy gel moisturizer made with oily and combination skin in mind. It launched in December 2023 at $12 and is $13 on e.l.f.'s site today, with a 4.6 star rating from 4,371 reviews.

Who Is the Gel-Yeah Moisturizer For?

e.l.f. positions it for oily and combination skin, and describes the texture as non-greasy, so it "absorbs" quickly instead of sitting on top like a heavy face cream. That makes it a candidate for people who find rich creams too much, especially under makeup.

Our take: if your skin runs dry rather than oily, a gel may not be enough on its own. The formula is built around lightweight hydration, not heavy occlusion.

What Is in It?

The ingredients e.l.f. highlights on its product page are:

• Allantoin, which is used for softening and soothing skin.
• Squalane, a lightweight emollient.
• Prickly pear, the botanical extract e.l.f. names in its description.

e.l.f. says the gel leaves skin soft, hydrated and visibly plumped. It also lists the product as 100% vegan, cruelty-free and Fair Trade.

How Do You Use It?

According to e.l.f.'s directions, massage a small amount onto the face and neck after cleansing, patting until absorbed, in the morning and evening. Our take: because it has no SPF, pair it with a sunscreen in the daytime.

Is It Worth It? What the Ratings Say

The product page shows 4.6 out of 5 stars from 4,371 reviews. That is a large sample, and it points to a broadly liked formula. Ratings on a brand's own site tend to skew positive, so treat it as a strong signal rather than proof for your skin.

What Is Confirmed, and What Is Not?

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

Not confirmed: the page we read doesn't show the jar size or a full ingredient list, so check the box for allergens before buying.

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

Quick Answers

Is it good for acne-prone skin? e.l.f. says it is made with oily skin in mind, but it doesn't make acne-specific claims on the page we read.

Can I use it under makeup? The lightweight gel texture is designed for that, according to the brand.

Have you tried it? Tell us how it worked for your skin type in the comments.

The Dirty Pillows Lip Kit is back for a limited time! This luxurious 4-piece lip kit, created by e.l.f. Cosmetics in collaboration with Jennifer Coolidge, features everything you need to create her signature nude pout look.

This ultimate trio is designed to help you achieve Jennifer's iconic nude lip look, featuring a plumped-up, shiny pout in a new rosy pink shade. Encased in luxurious packaging, the kit includes a gold mirror and comes in a reusable box.

To recreate Jennifer's signature nude pout, begin by shaping and defining your lips with the brown lip pencil. Follow it up with the high-pigment satin lipstick, O FACE Satin Lipstick in the shade Dirty Pillows, and finish off with a layer of the lip plumping gloss in Swollen.

Price: $25

Shop the Dirty Pillows Lip Kit exclusively on elfcosmetics.com.

e.l.f. launched three eye products in November 2023: Lash XTNDR Mascara, H2O Proof Inkwell Eyeliner and Instant Lift Waterproof Brow Pencil. Each has crept up by a dollar since, to $8, $8 and $5.

Lash XTNDR Mascara: What Is Tubing Technology?

e.l.f. says the tubing technology wraps each lash in lightweight tubes for instant, buildable length, and the flexible, tapered brush separates and defines lashes. It comes in three shades: Pitch Black, Soft Black and Deep Brown. e.l.f. cites a consumer perception study in which 97% of users saw instant, dramatic length, and lists 5% jojoba seed oil. The tubes come off with warm water. The product page shows 4.6 stars from 2,072 reviews.

Our take: the 97% figure is a self-reported perception number from the brand, not a lab measurement. The page doesn't call this mascara waterproof, so don't count on it for tears or pool days.

H2O Proof Inkwell Eyeliner: How Many Colors Are There?

The waterproof liquid liner has a precision felt tip and a quick-drying, high-pigment formula. e.l.f. lists eight colors:

• Film Noir (black)
• White Out (white)
• Caffeinated (dark brown)
• Bluebird (light blue)
• Dark Envy (dark green)
• Sugarplum (dark purple)
• Navy Baby (navy)
• Lavender Daze (light purple)

The product page shows a lower 4.2 star rating from 147 reviews, a smaller sample than the other two products.

Instant Lift Waterproof Brow Pencil: Which Shades?

It is a dual-ended pencil with a precision tip and a spoolie, and e.l.f. calls the formula smooth and creamy with smudge-resistant results. The six shades are Blonde, Taupe, Neutral Brown, Auburn, Deep Brown and Grey. The product page shows 4.5 stars from 425 reviews.

Which One Should You Buy First?

Our take: the brow pencil is the lowest-risk buy at $5 with six shades. The mascara is the one to try if you like a lengthening, clump-free look. The eyeliner is the one for color, since it is the only product here in blue, green and purple.

What Is Confirmed, and What Is Not?

Confirmed: prices, shade names, ratings and claims are from e.l.f.'s current product pages, which list all three as 100% vegan, cruelty-free and Fair Trade.

Not confirmed: the pages we read don't show sizes, and our original 2023 post listed eight liner colors and six brow shades, which still match.

September 21, 2026 update: we re-checked all three product pages. Every product costs $1 more than at launch.

Which of the three is your favorite? Tell us in the comments.