e.l.f Cosmetics Have returned to the UK

e.l.f cosmetics

e.l.f cosmeticse.l.f.cosmetics are back in the UK – hurrah! Actually you have been able to buy them online from the e.l.f. website for a little while.  They have now partnered with Superdrug and are available online at the moment, coming into stores at the beginning of June.

This is the first of two posts about the brand. In this post I will be talking a bit about way to purchase the brand and some of the items that I have tested which were not my favourite or the best for my skin tone.  In the second post, I give a run down of my top picks for women of colour.

The Elf Website

e.l.f. cosmetics launch
Ronke from @ondolady at the e.l.f. launch

The UK website has the widest range of products so if there is a product that you have seen on YouTube you are most likely to find it here.  It also has some exclusive products and items tend to launch here first.  Despite the UK web address product are shipped from the US so it takes about a week for your items to arrive.  Fortunately there is no customs payment required so if thereis a product that you want that isn’t on the Superdrug Website this is the place to look.


e.l.f. cosmetics launch

Elf are rolling out in stores at the beginning of next month which is great. Not so great is the fact that the retail unit that they have is not the largest (not as large as a L’Oreal Unit for example) which means that online is probably still your best option.  With the click and collect facility that they have you will still be able to get hold of your item pretty quickly.

Once you have chosen the items you want, you probably want to know if the items are worth your coins before you checkout your basket.

Mini Reviews


*Aqua Beauty Radiant Gel Lip Stain (Rouge Radiance)  £5.00

e.l.f. Studio Aqua Beauty Radiant Gel Lip Stain

I feel like this products has been heavily influenced by the east asian trend for putting a small amount of colour in the centre of the lips.  It is a trend that I wont be dipping into.  I am also not a fan of the stained lip look.  This product is cool on the lips. But, if you have pigmented lips as I do it does not provide an even wash of colour.  It  just looks weird. It is a no from me!

*Baked Blush and Highlighter (Rose Gold) £5.00

e.l.f. baked blush and highlighter duo

I have mixed feelings about this product – the first couple of times that you use it, you need to get rid of the overspray – after that the pretty champage and rose gold colours come through.  For me, the rose gold colour is a highlighter so I swirl the two shades together and pop them on the highest part of the cheek for a 3D highlight.  It is very glittery though so use with caution.

*Flawless Finish Foundation (Almond) £7.50

e.l.f cosmetics flawless finish foundation

This shade is too light for me.  There are two darker colours in the range and I think that Cocoa, the deepest shade would be nearest to my skintone.  This foundation has a pump (THANK YOU ELF) and is SPF15.  It is an oil free formula but has an emollient texture thanks to high silicone content. It is medium coverage but buildable but if you have an oilier skintype you may find it too rich for you.

*Natural Glow Face Palette (Fresh & Flawless) £9.00

e.l.f cosmetics Natural Glow Face Palette (Fresh & Flawless)
Natural Glow Face Palette on the left, blush palette in light on the right

If you have a fair to light complexion this palette is a must for you.  You get a highlighter, two blushers and a bronzer.  The tones are subtle but very wearable

*Nude Rose Gold Eyeshadow Palette £12.50

e.l.f.eye palettes and lip stain

If you are a fan of pinky nudes you will be all over this palette.  It is a mixture of matte and shimmer shades that can be used wet or dry.  If you are a fan of the Urban Decay Naked 3 Palette, this is very similar.

Final Thoughts

e.l.f. cosmetics

There are some great products and some so so products in the range.  As a fan of luxe beauty it has been interesting for me to really get to play with these products. The textures are generally not as smooth as higher end products.  The powders give more kick back then other products I have. The liquid colour products need a little additional work in application.  That said, I have been really impressed with the level of pigmentation especially in the powders.  They have complexion products in a range of shades, but I there is still room for more shades and undertones.  e.l.f is a great addition to Superdrug’s offering. It is definitely worth taking a look at the products in store.  Find out my top pics for women of colour here.

You can find more reviews of affordable makeup here and here.  Follow me on Instagram for beauty news and review.

*indicates PR sample



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