These days, the mark of a truly iconic beauty brand is some level of TikTok fame. From prestige picks to affordable drugstore ones, the makeup community on the popular app wastes no time identifying its favourite products, sharing the good news, and promptly causing said products to sell out—everywhere. We saw this happen recently with a new launch, the KVD Vegan Beauty Good Apple Foundation (£29) (which is still tough to find ever since the app’s top creators deemed it life-changing), but even products that have been on the market for a while can potentially get a resurgence in popularity based on positive recommendations from the internet’s makeup mavens.
This has been the case recently for E.l.f. Cosmetics, a certified vegan and cruelty-free makeup-and-skincare brand that’s been around for quite some time but still manages to shake the industry with its game-changing formulas. TikTokers and celebrities couldn’t get enough of the brand’s #eyeslipsface challenge last year, but aside from that, its range of products—from complexion-perfecting foundations and concealers to ultra-pigmented liquid and powder eye shadows to cult-favourite face and eye primers—continually blows up online.
