The holidays call for upping your glam game and checking off your gift list — and this season, E.l.f. Cosmetics is making it easy to do both. Known for high-quality yet affordable beauty products (which are prone to going viral!), the brand dropped a batch of new arrivals that maintain E.l.f.'s signature accessibility, now with a few festive twists.
First in line: The award-winning Glow Reviver Lip Oil got a plumping upgrade, which promises all the moisture and shine you love from the original, now with the addition of a fuller pout. You can shop it solo, but there's also a four-piece holiday gift set featuring exclusive shades you won’t find anywhere else. Fans of the Glow Reviver Melting Lip Balm can get excited, too — the $9 cult favorite is now available in two new flattering shades.
And E.l.f. isn’t stopping at lips: The brand’s Power Grip Primer, which is known for keeping your makeup in place, now comes in a jumbo-size version — ideal for the marathon of holiday party invites coming your way. Plus, the brand’s ‘90s-inspired lip liner now comes in new shades, all priced at just $3.
If you’re looking for even more E.l.f. gems to gift, we’ve rounded up some more of our favorite finds from the brand (including some Shop TODAY award winners). Think: a limited-edition eyeshadow stick, a Vitamin C serum that evens skin tone while smoothing fine lines and a balm-like lipstick that’s as comfortable as it is pretty. The best part? Most items are under $15!
E.l.f. Cosmetics new arrivals
Holiday shopping for a beauty lover? This kit includes four shades of E.l.f.'s iconic Glow Reviver Lip Oil, now made in a plumping formula. While two shades can be purchased individually, Talk That Taupe and Heavy Petal are exclusive to the kit.
If you're not looking to commit to the full gift set, shop the plumping lip oil solo. The glimmer versions scream holiday, but the standard sheer shades are available in the plumping formula, too.
With the revival of all things '90s, lip liners have been having a moment. This one is semi-matte with a creamy feel, so it delivers high color payoff without drying out your lips. And at just $3, you don't have to fret when it's time to restock. E.l.f. just dropped yummy new shades, including That Merlot Tho, Espresso Martini and Cinnamatic.
Now available in two new shades — buttery beige Peach Ring and vibrant baby pink Cotton Candy Crush — this lip balm combines shine, hydration and buildable tint to deliver a hit of moisture and glossy sheen.
Perfect for stuffing stockings, this two-in-one lip balm set is available in three seasonal combinations. And at just $9 per set, each balm is less than $5 each!
This kit is filled with four of E.l.f.'s fan-favorite lip stains, which lend long-lasting color payoff while preserving a hit of sheen. You can shop two of the shades individually, but Maple Drizzle and Grape Escape are exclusive to the kit.
This primer is a cult favorite that's often compared to higher priced versions while maintaining a tough-to-beat price point. Now you can shop it in this jumbo version, which is triple the size of the $11 original. You can shop it in a travel-ready mini, too.
More E.l.f. bestsellers
This Shop TODAY Beauty Award-winning blush stick delivers buildable color, allowing you to customize your pigment. For just $6, it's a three-in-one that can be used on the lips, cheeks and even eyes.
Made for skin tones ranging light to deep, this liquid blush is long-lasting and highly-pigmented, yet maintains a dewy finish, per the brand.
A Shop TODAY Beauty Award winner for “best overall lip oil,” this popular pick offers a sheer wash of color and a glossy sheen that'll you'll want long past the holiday season.
Designed to leave an airbrushed finish that won't appear too matte or cakey, this is the perfect finisher to your makeup look. There's also a powder puff to match!
The brand has a ton of great skin care too, including this vitamin C-packed serum, which won a Shop TODAY Beauty Award for "best antioxidant serum." It's lightweight, non-greasy and brightens skin tone and reduces fine lines and dark spots, per the brand.
With the dry chill of winter setting in, hydrating is key to warding off its effects. This set contains a cleanser, cleansing balm, hydrating drops, a face cream and an eye cream from E.l.f.'s "Holy Hydration!" line. It's a one-and-done way to test out each of the products without committing to a full size.
More E.l.f. Skin Holy Hydration! products:
Dermatologists favor retinol and retinoids for their anti-aging benefits, as seen in this results-driven serum. According to the brand, its designed for nighttime wear and will reveal smoother, more refined skin. Plus, at $23, it's far more affordable than many retinol products on the market!
More E.l.f. picks
If you love the feel of lip balms but like a bit more color, this is the lip product for you. It won a Shop TODAY Beauty Award for "longest-lasting lipstick," yet the vitamin E and meadowfoam seed oil make it comfortable to wear (unlike many long-lasting matte lip products).
Shimmer shadows are essential for creating popular eye looks like the smokey eye or the recent "latte makeup" trend, but using a powder requires a bit more handiwork. This limited-edition shadow stick keeps things simple, as you can just swipe it across your lid and go.
Awarded "best value brow gel" in this year's Shop TODAY Beauty Awards, its a flake-resistant formula that contains glycerin, which is known for its ability to lock in moisture.
Available in soft black, pitch black and brown, this volumizing mascara packs serious punch for just $9.
Differing from E.l.f.'s standard Power Grip primer, this one has niacinamide for added brightening and evening, per the brand.
This two pack of mascaras is a practical stocking stuffer your recipient will be glad to find! Not only is the formula volumizing, but it's also smudge- and flake-resistant, according to the brand.
This set includes a lip oil, liquid blush, lip liner and glistening eyeshadow, allowing you to create a complete holiday look for just $21. Pro tip: You can break up gift sets to gift as individual stocking stuffers, too.
How we chose
The Shop TODAY editors and writers search the internet to find the best products and sales out there. We research products, interview experts and use our own personal experiences to curate our recommendations and make shopping easier for our readers. We also consider factors like shopper feedback and high discount levels.
For paid content, the Shop TODAY editorial team independently chooses products to recommend that are sold by the retailer (in this case, E.l.f. Cosmetics). The retailer does not review or approve the content. Learn more about Shop TODAY.
