Some sell-out beauty products are easy to spot – they owe their success to a big, shiny ad campaigns and super-grammable packaging.
And then there are the wildcards: the products you probably hadn’t noticed until suddenly, everyone everywhere is raving about them and you just can’t seem to get your hands on one no matter how many Superdrugs you desperately run into.
e.l.f’s latest launch is definitely one of those products – in fact, it proved such a hit that an incredible 140k people signed up to the waitlist when they couldn't get hold of one.
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Yep, the brand’s Poreless Putty Primer may not be the best-looking makeup product in the world, but it’s caused such a drama that the brand is struggling to keep it in stock. It has already sold out 10 times in the States, leading to Twitter users manically alerting each other to stores that still have it on the shelves.
So, what’s all the fuss about? The ‘putty’ actually feels more like a balm, and smoothes onto skin to veil pores without doing that heavy thing that so many silicone-packed primers can do.
BUY NOW Poreless Putty Primer, £8, Elfcosmetics.co.uk
It’s packed with vegan squalane that essentially drenches your skin in moisture, keeping it dewy enough to ‘grip’ any products you apply on top.
The result is glowy, radiant foundation that’s won’t cake around your nose, pill on your cheeks or smudge onto your phone.
Our favourite e.l.f products
Flawless Finish Foundation
£7.50
This oil-free foundation sets the standard when it comes to genuinely good formulations that won't break the bank. With a semi-matte finish, it comes in 40 shades that are divided by depth and undertone on the site, so you can easily find your perfect match.
Watermelon Jelly Cleanser
£8
This brand-new cleanser is brilliant – and not just as a 'budget' option. There's real watermelon extract in there (famed for its brightening powers), and the jelly texture is a cooling treat on a hot day.
Coco Glow Highlighter
£7.50
This good-for-skin highlighter is so soft, you can apply it with your fingers. What's more, the coconut oil inside keeps it looking luminous all day.
Dew Primer
£10
The new Jelly Pop collection is all about glossy, dewy skin, and this primer is the star of the show. A light layer makes any foundation look freshly applied for hours – think glowy, hydrated skin without the heavy feeling.
Best Friend Eyeshadow Duo
£4.50
Sometimes, you just want to keep things simple. And on those days, you need this perfect two-shade mini-palette.
Lip Primer & Plumper
£4.50
This is a genius addition to your make-up kit. The primer delivers a smooth base for a matte lipstick, while the menthol-infused balm plumper is seriously powerful.
Bronzer Palette
£7.50
Use the matte shades to carve out your cheekbones, then sweep the shimmering one on top to highlight.
Liquid Matte Lipstick
£6
This liquid lipstick is seriously impressive – it'll last for hours, without drying or cracking on your lips.
