You can’t talk about drugstore beauty brands without singing the praises of NYX and e.l.f.
Both brands make excellent makeup and skincare at a reasonable price point, making it easy to get in on viral trends without spending a ton of $$. At first glance, both of these brands seem pretty similar (affordable, trend-focused, high-quality), but there are some key differences between them, which begs the question: NYX vs e.l.f., which beloved beauty brand is better?
I asked the Cosmo beauty team to weigh in with their thoughts—and share their favorite concealers, primers, cream eyeshadows, and more from each brand—to give you a final answer. Believe me, it wasn’t easy to choose between the two, but here’s where we landed:
Team NYX
Lauren Balsamo, beauty director
“NYX is one of those drugstore makeup brands I always recommend to friends and family who want quality products at an accessible price point. IMO, the formulas often outperform prestige options when it comes to wear-time, color payoff, and shade range options.” —LB
Lauren's NYX Faves
NYX Slim Lip Pencil
Not only is this one of my favorite lip liners, it happens to be one of yours too (it’s a 2024 Cosmo Readers’ Choice beauty award winner!). It’s creamy, long-lasting, and the range of colors is just so good."—LB
This is an excellent dupe for a very famous luxury lip oil that costs four times as much. It coats my lips in a sheer, juicy tint that feels ultra moisturizing.
This works just as well as other prestige options that literally cost fives times the amount. I use it to brush my brows up and out for a fluffy, laminated look that lasts all day and never gets flaky.
NYX Matte Finish Setting Spray
NYX's Matte Finish Long Lasting Setting Spray is my go-to for summer weddings. It doesn’t matter how hot or humid it is outside—my makeup looks just as good after hours of dancing and open bar antics as it did at cocktail hour.
Beth Gillette, beauty editor
“I have loved NYX formulas since I was a teenager and it was all I could afford at Target with my biweekly paycheck working retail. But even now as a beauty editor with an open line to a zillion $$$$$ brands, I still chose hella NYX products over the expensive ones.”
—BG
Beth's NYX Faves
NYX Bare With Me Hydrating Concealer Serum
The Bare With Me Concealer is so luxe, I'd never know it was only $12. The serum-based formula feels lightweight and soft on my skin, blending into whatever I put underneath it (moisturizer, primer, or foundation), and can be applied with a brush, my fingers, or a sponge.
NYX Epic Ink Liner
For years, Redditors have sworn that Epic Ink Liner is a direct dupe of a bunch of iconic, stay-all-night waterproof liquid eyeliners you could find for way more expensive at Sephora. But I actually think it's much better. I'd pick this over a lot of high-end formulas time and time again. Not only does it glide on with an opaque, matte black look and stay completely smudge-proof for a whopping 12+ hours, but I can also still easily remove it with cleansing balm at the end of the night.
NYX The Face Glue Gripping Primer
With a thin layer of the Face Glue Gripping Primer under my foundation, my base makeup lasts hours longer than usual. It seriously helps grip my makeup onto my face, but without making my face feel dry, tight, or crepey either.
NYX Buttermelt Blush
In a world full of cream blushes, I need to gush about the Buttermelt Pressed Powder Blush real quick. It creates the softest, airbrushed flush on my cheeks that's honestly angelic if I do say so myself. It comes in a variety of shades from bright neons to baby pinks, and soft neutrals to deep berries, too.
Team e.l.f.
Julee Wilson, beauty editor-at-large
“As someone immersed in the beauty world, I’ve seen countless brands try to stand out, but e.l.f. has mastered the art of connection. It’s not just the products (although they’re incredible). It is the way e.l.f. tells stories and brings its customers along for the ride. Their marketing is quirky, bold, and quite frankly genius.” —JW
Julee's e.l.f. Faves
e.l.f. Glow Reviver Lip Oil
The Glow Reviver Lip Oil isn’t just a lip product, it’s an experience. The sleek packaging and ultra-plush applicator feel luxurious, while the nourishing, minty formula keeps my lips soft and glossy. It’s like a little moment of self-care, wrapped up in e.l.f.’s signature unapologetic vibe.
e.l.f. Power Grip Primer
Power Grip Primer is one of the MVPs of my makeup bag. With its sticky gel texture and ample dose of hydrating hyaluronic acid, it locks any makeup look in place all day.
e.l.f. No Budge Shadow Stick
e.l.f.’s attention to detail also shows in products like the No Budge Matte Shadow Sticks. These creamy, pigmented wonders glide on effortlessly and come in shades that feel nostalgic yet modern. The built-in sharpener? Dope. It’s like e.l.f. knows exactly what we need before we even ask.
e.l.f. Hydration Thirst Burst Drops
The Holy Hydration! Thirst Burst Drops have transformed my routine. Packed with hibiscus, hyaluronic acid, and niacinamide, they give my skin a hydrated, dewy glow that feels indulgent but never heavy.
Jasmine Hyman, assistant beauty editor
“After nearly three years as an editor, e.l.f. is the drugstore brand that continues to impress me with every launch. Not only do they transform luxe formulas into affordable ones, but they’re *actually* great quality. No matter what step of my routine, there’s always an e.l.f. product that works overtime to get me results that rival all the high-end brands, for just a fraction of the price.”
Jasmine's e.l.f. Faves
e.l.f. Halo Glow Liquid Filter
Halo Glow Liquid Filter came out as a dupe for a very iconic dewy base product, but I honestly like e.l.f.'s a lot better than the original (which is nearly $50). Not only is it significantly cheaper, but the does-it-all formula is also non-comedogenic, which my acne-prone skin appreciates greatly.
e.l.f. Bronzing Drops
I'll scream it from the rooftops, I love e.l.f. because they make viral formulas attainable, but still efficacious. Take these Bronzing Drops, for example. The product works wonders on its own to give my skin a sunkissed touch and also mixes beautifully into my favorite moisturizers and primers for a flawless base.
I'm a self-proclaimed blush snob, and the Luminous Putty Blush is a constant at the forefront of my makeup regimen. It's lightweight, buildable, the perfect amount of glowy, and of course, under $10.
e.l.f. Halo Glow Contour Beauty Wand
The Halo Glow Contour Wand is my fave budget-friendly contour product out there. The sponge applicator makes it super easy to blend out and create any type of bronzy, sculpted look. I also love using it along my jawline for extra definition, or on my eyelids to accentuate them when adding eyeshadow. It's a true multitasker.
The final verdict:
If you’re looking for affordable makeup products, you can’t go wrong with e.l.f. or NYX. Both brands boast a wide selection of makeup products from dewy foundations to eyeshadow palettes—many of which are in the $5 to $20 range. Both e.l.f. and NYX are loved by editors, makeup artists, and beauty influencers, so it ultimately comes down to the specifics of what you’re looking for in a beauty routine when deciding between the two brands.
NYX was founded with makeup artists in mind, so there’s an aspect of professional artistry infused into the products. With wide shade ranges for all of their complexion launches and a strong focus on bold and vibrant hues, you can tell that this is a makeup brand made for makeup gurus (while still being accessible and inclusive for all). I often see NYX alongside brands like MAC, Make Up for Ever, and NARS in pro makeup artists’ kits. In general, many of NYX’s products are formulated with longevity in mind, which is a big win for anyone who wants their makeup to be budge-proof for hours on end. Lastly, compared to e.l.f., NYX’s makeup products feel a bit more original and less dupe-focused IMO.
e.l.f. is known for offering inexpensive alternatives to many popular beauty products, so if you spot a viral formula going around, there’s a good chance e.l.f. makes a budget-friendly dupe. The brand earns some extra points for its innovative skincare line, including hydrating moisturizers and makeup removers—something NYX currently doesn’t offer. Also, e.l.f. stands out for its wide range of complexion products designed to suit various skin types and concerns. Whether your face is oily, dry, or somewhere in between, e.l.f. has tailored options to meet your complexion needs.
Why trust Cosmopolitan?
Jasmine Hyman is the assistant shopping editor at Cosmopolitan where she covers all the best beauty products you can add to your cart. For this story, she tested a ton of NYX vs. e.l.f. products and tapped beauty director Lauren Balsamo, beauty editor Beth Gillette, and beauty editor-at-large Julee Wilson for their reviews and recommendations on both brands.
Jasmine Hyman is the Assistant Beauty Editor at Cosmopolitan, where she writes about the latest beauty trends and must-have products. Her most prized beauty possessions are a meticulous skincare routine and salon blowouts. You’ll also likely find her in bed reading a good book or endlessly scrolling TikTok (spoiler: it’s usually the latter) while listening to Harry Styles’ entire discography on repeat. Follow her on Insta to be inundated with pictures of her meals.
