It feels like every other day there’s some (deserved) social media drag of a beauty company that just can’t get shade inclusion right. As much as the beauty biz has evolved in recent decades, finding brands with concealer and foundation options that span the skintone spectrum remains a struggle. Thankfully, there actually is a solid crop that just gets it. From not-weird undertones to a truly extensive shade range, this batch offers some of the best bases for hiding blemishes.
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By now, we all know that e.l.f. has mastered the art of high-quality makeup products at drugstore prices. But as they grow their collections, which are truly the best of the best e.l.f. products out there? Our team of beauty-loving editors has a few in mind, especially after testing what e.l.f. has to offer. These 5 e.l.f. finds undoubtedly belong in your everyday rotation – plus, they’re all under $10!
Scroll on to discover our top 5 tried-and-true e.l.f. products!
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1. e.l.f. Power Grip Primer
This gel-based primer does such an impressive job at hydrating your skin, all while still serving as a surface for your makeup to stick to.
Amazon
The formula is fully clear, so it's friendly for all skin tones. Plus, it retains a slightly-sticky feel after applying it, allowing subsequent foundation, concealer, and powder to stay put all day long.
Jasmine Williams
"It's really great for dry, oily, and combination skin which explains why my skin feels immediately hydrated after I use it," Brit + Co Staff Writer, Jasmine, writes in her review of the e.l.f. Power Grip Primer. "I usually purchase two at a time because I know it won't take long before I run out of this primer."
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2. e.l.f. Hydrating Camo Concealer
This $7 concealer boasts a satin finish that helps you achieve the most natural of natural makeup looks. It leans on the side of hydrating, which we always prefer.
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Plus, it's shoppable in a whopping 23 different shades. The option to browse a wide shade range is just another thing we love about e.l.f.!
Chloe Williams
Brit + Co Entertainment Editor, Chloe, has only good things to say about the e.l.f. Hydrating Camo Concealer:
"It's not too heavy but it still has good coverage," she said. "It's also the perfect balance for me between matte and super dewy, neither of which i'm a huge fan of so the middle ground is great. Super easy to blend."
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3. e.l.f. Wow Brow Gel
While many brow gels simply add color, this $5 one also volumizes them. The wax-gel hybrid formula is infused with tiny fibers that just add that extra oomph you may be searching for. The packaging is also really seamless and easy to use, according to Brit + Co Affiliate Writer, Meredith.
"I reach for this brow gel nearly everyday," she added. "My eyebrows are already pretty thick, but I find that it gives them a boost when I want that. When I'm not using a clear brow gel, I'm using this e.l.f. one in a brunette shade that's not too bold."
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4. e.l.f. No Budge Retractable Eyeliner
With a convenient retractable design, this $5 eyeliner packs a punch with a very smooth, creamy, and ultra-pigmented formula.
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Available in three shades, it's also smudge-proof and waterproof. Whether you wear it on your lash line or waterline, you'll be surprised by its staying power!
Jasmine Williams
In fact, Brit + Co Staff Writer, Jasmine, awarded this pick as the best drugstore eyeliner in her review. It survived a single crying session, and she knew it'd be a fave ever since.
"This eyeliner deserves its own spotlight," she writes.
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5. e.l.f. Glossy Lip Stain
Okay, e.l.f. with the innovation! While most lip stains on the market these days are either draw-on markers or funky peel-off formulas, this $6 tube comes in gloss form, which makes it incredibly easy and intuitive to use. Thus, it brings shine and long-lasting color.
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After drying down, this glossy lip stain leaves a very natural and hydrating wash of color. It's currently available in 7 shades on Amazon right now.
Meredith Holser
After testing several viral lip stains, Brit + Co Affiliate Writer, Meredith, ruled this e.l.f. pick the absolute best one.
"I wore the e.l.f. lip stain to a friends’ dinner party to test out if it was really long-wearing. After a couple rounds of cocktails and a big feast, there was still a good amount of color on my lips," she writes in her review. "What stood out to me the most is that the color that stayed was still as even as if I had just freshly applied it — just sans glossy finish."
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Brit + Co may at times use affiliate links to promote products sold by others, but always offers genuine editorial recommendations.
It's almost time to return to Cousins! The Summer I Turned Pretty season 3 is coming this summer, and Prime Video just gave us a first official look at Belly, Jeremiah, and Conrad. The new episodes will open at the end of Belly's freshman year of college, and in addition to seeing the evolution of our favorite characters, author and co-showrunner Jenny Han says "there are going to be surprises" in the final season. Eek!
Here's your first look at Lola Tung, Gavin Casalegno, and Christopher Briney in The Summer I Turned Pretty season 3, coming to Prime Video July 2025!
Jenny Han says 'The Summer I Turned Pretty' fans are in for a few surprises.
Erika Doss/Prime Video
"There are the things that [fans] know and then there are things they think they know, and then there's going to be, hopefully, things that surprise them," Jenny Han tells Entertainment Weekly. Listen, I am a very proud member of Team Conrad, and seeing how cozy Belly and Jeremiah are in these pics (not to mention the set leak that's definitely not in the third book), I'm starting to wonder if Prime Video is teasing I should switch teams.
But no matter which team you're on, Lola Tung promises the season won't let you down.
Team #JellyFish will get their time this season.
Erika Doss/Prime Video
"The one thing I've always admired about Jenny is that every season and every decision about what's coming next is purely to serve the story," Lola says. "She's never going to do anything that doesn't make sense for the story. It's all about this beautiful world she's created and giving the fans something really, really special and giving us something really special to work with."
And that includes some sweet moments which Jeremiah and Belly, who "are, at their core, best friends," Lola adds. "That relationship is something that's so special and so unique to them, so it's exciting to see this season and how their relationship blossoms."
And 'The Summer I Turned Pretty' images also feature Conrad.
Erika Doss/Prime Video
But don't worry Conrad fans, we also get a look at the elder Fisher brother who "we know that he went to Stanford, and so he's continuing on his journey to become a doctor, as you can see from that white coat," Jenny says. "I think people won't be surprised to see that."
Keep reading for more images from The Summer I Turned Pretty season 3!
Erika Doss/Prime Video
Jenny Han also teases this image is actually a flashback, "so do with that what you will." BRB, I'm off dreaming of a beach vacation. I also can't help but point out the warm color grade of this season! The golden look makes everything feel warmer and more magical — and offers a youthful glow as Belly gets older.
Erika Doss/Prime Video
But for those of us who care more about Steven and Taylor (Sean Kaufman and Rain Spencer) than the main love triangle, we got this single crumb from the new images. And I'm more than happy about it, thank you very much.
Erika Doss/Prime Video
Belly (Lola Tung) gets cozy on campus in a hoodie and sunglasses.
Erika Doss/Prime Video
And Belly and Jeremiah (Gavin Casalegno) get cozy with each other at a party.
Erika Doss/Prime Video
But they work as hard as they play! I have this exact outfit Belly's wearing, and you best believe I'm adding it into my fashion rotation.
How many episodes will The Summer I Turned Pretty season 3 have?
Erika Doss/Prime Video
Great news! The Summer I Turned Pretty season 3 will have 11 episodes instead of 7 or 8 like seasons 1 and 2 did. Stay tuned for the official release schedule.
Who's in the cast?
Prime Video
The Summer I Turned Pretty season 3 cast features all your favorites:
- Lola Tung as Belly Conklin: a beach-loving volleyball player who's always dreaming of summer.
- Christopher Briney as Conrad Fisher: Belly and Steven's lifelong friend who Belly's always had a crush on.
- Gavin Casalegno as Jeremiah Fisher: Conrad's sunny younger brother.
- Sean Kaufman as Steven Conklin: Belly's older brother.
- Rain Spencer as Taylor Jewel: Belly's best friend.
- Jackie Chungas Laurel Park: Belly and Steven's mom and Susannah Fisher's best friend.
Meet The Summer I Turned Pretty Season 3 Cast before the new episodes air on Prime Video this July!
Amazon’s Big Spring Saleis officially here, and it’s packed with endless deals on everything from fashion to home furnishings. Of course, we’re starting our sale search with the beauty aisle – so many of our go-to skincare goodies and makeup faves are all under a mere $10 right now, and we just have to share ‘em so you can shop ‘em!
Scroll on to shop our top 10 deals on Amazon beauty finds you can’t miss before the sale’s over!
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e.l.f. No Budge Retractable Eyeliner
This is by far the best drugstore eyeliner out there. Designed with a convenient retractable (no-sharpen!) tip, it's super easy to take on the go for any touch-ups. Plus, the color payoff and wearability of each shade is insanely impressive.
Amazon
If you're looking for an eyeliner that, no matter the circumstances, does not budge, this $5 is the perfect pick-me-up. You can find it in a handful of different colors to suit your makeup needs.
Promising review: "I can’t believe I’ve been trying to make felt tipped eyeliners work for so long. Usually I put on felt tipped eye liner and it barely shows up, maybe my eye lids are watery or oily. So naturally within a hour or two it doesn’t even look like I’ve put on eye liner. This is not the case with this elf eye cream retractable liner. It actually shows up right away, it also lasts for hours. Even after 8 hours there was still some on my eyes, although I did need to re apply in some spots. It also didn’t smudge. For it to last at all and not smudge is amazing for me."
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Nivea Body, Face, & Hand Moisturizing Cream
Though some people may see this $10 tinned cream as truly "old school,"many others still hold it near and dear for its ability to moisturize and heal dry skin in need of nourishment.
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The thick, non-greasy formula is chockfull of provitamin B5 that really sinks deep into the skin. The best part is it's really gentle, so you can use it on your face, body, and hands.
Promising review: "Nivea is a great product. My parents always had a tin of it around. I've continued the tradition. It is a wonderful thick cream that moisturizes well. Great value for the price, as a little goes a long way. Softens rough skin."
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TONYMOLY Petit Bunny Lip Gloss
This adorable bunny-shaped lip gloss is enriched with vitamin E for soft lips and a pinch of pigment so your pout gets a nice wash of color. It comes in a convenient stick form that's super easy to travel with!
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Right now, 6 different shades of this gloss are on sale for $6 (originally $8). Snag one before the sale's over!
Promising review: "I am really happy with this product. The tint is very pretty, and not too pigmented. I am very picky about the texture of my lip glosses and lip balms and this one is lovely."
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Versed Sweet Relief Night Mask + Face Balm
B+C Affiliate Writer, Meredith, truly cannot get enough of this stuff from Versed. It's a thick, moisturizing face balm that really nails down the 'slugging' skincare trend without totally swamping your skin. It is fairly oily and shiny after one application, so she recommends using it only at night – and you'll wake up with a glowy complexion!
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Its $10 (was $18) formula is loaded up with bacuri and kokum butters and apricot kernel oil that are all dedicated to protecting the skin barrier. Though these ingredients may sound intimidating, the product is still wonderfully gentle overall for any skin type.
Promising review: "I have very sensitive skin and LOVE this as an overnight moisturizer. It's thick but a little goes a long way. The winter where I live is very dry. I use it every night before bed, my skin feels great in the morning! It's neutral smelling but I prefer that."
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Mielle Organics Rosemary Mint Strengthening Shampoo
This $7 (was $10) shampoo will set all your hair growth goals so right. It's made with rosemary and mint essential oils that help stimulate the scalp for better growth, along with biotin that ensures your locks don't lose moisture during the washing process. Snag the coordinating conditioner to get the full benefits (read an editor's review here)!
Promising review: "This shampoo is my favorite. It has a nice smell and gives my thinning hair a lot of volume and softness. Lathers well. Packaged well, no leaks. Hair loss has slowed down some. I will definitely continue to use."
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e.l.f. Cosmetics Glossy Lip Stain
This $6 (yes, $6!) lip stain is unlike most lip stains in the way that it boasts a fun, glossy formula. Where some leave-on lip stains may dry up and make your lips look crusty AF (hate that), this one nourishes your pout, all the while leaving a nice wash of color behind.
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This e.l.f. product stole the heart of B+C Affiliate Writer, Meredith, for its natural look, comfortable wear, and undeniable affordability. Its low price of $6 makes it so easy to try out the lip stain trend without going all-in! There are also so many shades to pick from, so you're sure to find one that suits you perfectly.
Promising review: "This was the first time buying any thing that was being called a lip stain. I didn’t want to spend a lot since I wasn’t sure if I would like them or if they worked the way people said they did. This goes on very easy and I have only used it a few times now, but it did last for a number of hours and did not come off when I ate or drink anything. I have thinner lips, but I like at this at least helps them show up more and when I don’t want to wear a lot of color, this is a soft neutral."
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Method Pure Peace Body Wash
This $8 body wash smells like heaven, truly. With notes of peony, rose water, and pink sea salt, it's perfectly feminine and clean and feels like a total treat in the shower or bath. Though fragranced, it's still gentle on the skin and provides a good amount of moisture after each use!
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This body wash from Method also boasts a unique biodegradable formula made with plant-based cleansers that contains zero parabens or phthalates to ensure healthy skin 24/7.
Promising review: "I was hesitant to buy this as I was not sure about how the scent would be. I am pleasantly surprised.
It has a simple rose smell, but it's mild and lacks that perfumey, cloying sort of smell that can happen with floral scents. Very simple, like I'm rubbing roses on myself. Not super strong, it lingers but doesn't feel like it's following you around all day either."
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Essence Lash Princess Mascara
This $5 mascara definitely doesn't feel like it's $5. It undeniably volumizes and lengthens your lashes in a few simple swipes, all without those pesky clumps you might expect from a more affordable product.
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The brush itself features an easy-to-use conic shape that lets you access the entirety of your lashes for a cohesive look, too!
Promising review: "What a little hidden gem this is. I first saw this on a you tube video and decided to try it. The bottle is adorable, but the contents will blow you away. It's probably the best mascara or one of the best that I have ever used. It was very inexpensive so even though the woman on the you tube video was saying how great it was, I wasn't expecting it to be all that great, but was still curious. I'm really glad I bought it, because it is the best mascara from a company no one probably even knows of because it is not mainstream. Buy it! I think you will love it!!"
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Cocokind Mymatcha All-Over Moisture Stick
Infused with caffeinated matcha, this one-of-a-kind $9 moisture stick is perfect for combatting everything from dry lips to tried under eyes. Its formula is 100% vegan and super gentle on the skin, so people of any skin type can try it out.
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The wide shape of this balm-like moisture stick allows you to cover a good amount of real estate on your face or any dry patches elsewhere. It has a very slight matcha-y scent, too, for all you matcha fiends out there!
Promising review: "I have used these moisturizing sticks since I was pregnant with my son 7 years ago. I used them all over my face in the harsh winter months working at a ski resort and now under my eyes as a sleepy mama to a toddler. Great for preventing windburn and easy for kids to use. I can throw this in my son’s book bag for school when he plays outside in -30 degree weather and don’t have to worry about it getting all over his hands or leaking. No funky ingredients. No synthetic fragrances. We love it."
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Wet Brush Original Detangler Hair Brush
The Wet Brush is a team favorite around here. It's gentle, lightweight, and oftentimes comes in the cutest colors and patterns to make our hair care routines more fun.
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If you're still using your old, ratty hair brush, the flexible bristles on the Wet Brush will feel like a total treat on your head. They help minimize breakage while still effectively detangling your locks. We're simply obsessed with this $7 rainbow colorway, too!
Promising review: "It glides through my hair effortlessly, detangling without pulling or causing breakage. The bristles are gentle yet effective, making it perfect for both wet and dry hair. Plus, the color is so pretty! If you struggle with knots or just want a great everyday brush, this one is a must-have!"
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Brit + Co may at times use affiliate links to promote products sold by others, but always offers genuine editorial recommendations.
This post has been updated.
1923 season 2 premieres on Paramount+ February 23, and Michelle Randolph (who plays Elizabeth Dutton in the cast) is "so excited" for you to watch the new episodes — and she's been keeping up with all your fan theories!
"There are some crazy ones. I feel like the biggest fan theory thing is the family tree," she tells Brit + Co exclusively. "I've seen many different family trees and so it's like, 'OK, which one's accurate?' I actually drew my own at one point."
Here's what Michelle Randolph had to say about 1923 season 2, and the Dutton family tree, in Brit + Co's exclusive 1923 interview.
Michelle Randolph teases '1923' season 2 finally gives us answers to the Dutton family tree.
By the end of season 2, Michelle Randolph says "we might be able to fill in some blanks" in the Dutton family tree, which is a very hot topic for internet users! "I had to make my own [family tree] because all of the ones I saw on the internet were like — every single one was different. I was like 'I'm confused.'"
The Dutton family is made up of incredible cast members like Brandon Sklenar, Harrison Ford, and Helen Mirren, and Michelle reveals that the cast are just as close as their characters.
"There's a giant group chat called Giddy Up, which started during cowboy camp of season one," she says. "A cute little name, and I think I mean we all were on location in Montana and all in the same hotel, and we would get dinners after [filming], so I think even though our characters are very different and in different story lines like we all really did bond, which was really helpful to have each other throughout the chaos of of shooting a show."
The actress also says Elizabeth would connect with her 'Landman' character Ainsley.
Frazer Harrison/Getty Images
And if you're a tried and true Taylor Sheridan fan, you've probably picked up on the fact that Michelle isn't just in 1923 — she also has a starring role as Ainsley Norris in Landman! But would Elizabeth and Ainsley get along if they met in an alternate universe?
"That would be a fun thing to witness. I think they would," she says. "They're very different, but the similarities between them is they're both young women who are finding their place in this world and I think that they both actually look at the world through very bright eyes and have a lot of hope, which is an interesting correlation between the two of them. I think Elizabeth has gone through so much more than Ainsley obviously, so there might be a difference there, but I think they would get along."
Check out the 8 Compelling Historical Fiction Books For 1923 Lovers and read our interview with Julia Schlaepfer where she teases the Spencer and Alex's future.
This interview has been edited for length and clarity. And this post has been updated.
Leaders in the matcha industry are predicting a matcha shortage this spring. Sparked by a huge surge in demand, it’s possible that your go-to drink could be affected.
Here’s everything you need to know about this season’s matcha shortage.
Nataliya Vaitkevich / PEXELS
Per The Japan Times, increased demand for matcha powder put an “unprecedented strain” on the tea industry last year, and the same effect is predicted to take place in 2025.
According to the Ministry of Agriculture, Forestry and Fisheries, Japan saw a 185% increase in matcha production from 2010 to 2023 in order to keep up with demand from cafes and home baristas around the world, The Japan Timesreports.
Cup of Couple / PEXELS
Seeing that over half of Japan’s matcha is exported internationally, matcha lovers are looking toward the country for their green tea fix. Search interest for matcha has nearly quadrupled over the past 5 years, and it shows no sign of slowing down.
Olena Bohovyk / PEXELS
This year, mostly organic matcha strains will be affected by the shortage, though lower-grade varieties could face the same issues if consumers begin reaching for them in favor of organic offerings. While top-tier, organic strains like ceremonial-grade matcha are known for being sweeter and smoother, the lower-grade kinds like culinary-grade matcha are noticeably more bitter and don't have the same vibrant color.
Charlotte May / PEXELS
Matcha can only be harvested in the springtime, so though a shortage may be happening now, there’s hope for increased supply in the near future. This year’s harvest will start in April.
Polina Tankilevitch / PEXELS
Even though production will ramp up, Jason Eng of Kametani Tea in Japan, a company that produces matcha for beverage companies around the world, says: “This year will be an interesting one. We haven’t hit a point yet where we’re going to run out, but it’s going to be really tight this autumn – not just for us but for everybody. The demand is off the charts.”
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