I swapped my full face of pricy make-up for this finances magnificence model – this was the stunning outcome, the three-digit determine I saved and the must-have basis that beats a £40 favorite
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I’ve always been the type of girl who splashes out on make-up. Since secondary school, my bathroom shelves have been lined with Charlotte Tilbury bottles, because I’ve always believed expensive equals better. Not just in regards to how it looks, but how it affects your skin and even if it’s ethically formulated.
But, like everyone else, rising prices mean I’m thinking carefully about where I splash the cash. So, after seeing influencers online rave about budget brand elf, my interest was piqued.
elf, founded in California in 2004, offers a full range of products with prices maxing out at £15. It’s become a huge social media hit in recent years, racking up 2.8 million TikTok followers, alongside thousands of videos of buyers raving about their low-cost formulas.
So in the spirit of investigative journalism, I bought a full face of elf make-up and road-tested it, comparing each product to my higher-priced usual. Here’s exactly how I got on…
My usual expensive make-up… versus the budget alternatives
Primer
I’m a real fan of Milk’s Hydro Grip Primer: I have dry skin, and it feels ultra-hydrating due to its mix of Hyaluronic acid and aloe. So I switched for elf’s closest alternative: the Power Grip Primer infused with niacinamide, which also has hydrating Hylauronic acid, as well as soothing ingredients to help with redness (I’m annoyingly prone to uneven skin texture).
Admittedly, elf’s formula is much simpler, and you don’t get the same cushiony, ultra-moisturising effect that Milk’s version provides. However, I was massively impressed by it’s ‘sticking’ ability: my face stayed in place all day, which is, for someone with their head in their hands as much as me, a miracle.
This stickiness is achieved thanks to synthetic polymers, so if you have very sensitive skin, it’s one to dodge. However for me, whose main focus is still looking alive at the end of the work day, it was an absolute win – and a product I’ll definitely be keeping in my make-up bag.
Verdict: elf wins
Foundation
I don’t know why I’ve stuck with Charlotte Tilbury’s Flawless Filter for so long. Sure, it looks perfectly blurring and smooth when I apply it. But by midday, I often find it’s patchy, clinging to areas where my skin is drier and making me look, quite frankly, mad. There’s also a rather limited 12 shades, which means you’re less likely to find a perfect match.
I switched for elf’s Soft Glam Satin Foundation, which is the budget product that impressed me most. Made with hydrating hibiscus, it felt like satin on my skin, and despite being long-lasting it didn’t feel at all cakey. I also noticed, after wearing it for a few weeks, that my nose pores were less clogged, which makes sense given the formula has been specially created as non-comedogenic, i.e. non-pore-clogging.
Even better? When I got home at 7pm, my blemishes were still covered and my face still looked glowy and even. Yes, even after commuting on the Tube. Consider this a must-buy.
Verdict: elf wins
Bronzer and blush
Charlotte Tilbury’s bronze and blush combo has been my go-to for years. To me, it’s the perfect product: easy to apply with the spongey wand, perfectly blendable even with your fingers, and a flattering intensity that sculpts your face without veering into drag queen.
elf’s products are similarly packaged, although the wand isn’t as plush and, I found, didn’t distribute the product as easily. It was also flatter than Charlotte Tilbury’s perfectly glowy formula, particularly the blush, which lacked the glittery radiance I love.
Buy my main gripe was that neither the bronzer nor the blush would properly blend. I found myself rubbing and rubbing, but still the deep bronze looked streaky rather than subtle. So much so that when I arrived to work, a colleague told me I’d forgotten to rub my contour in. No thank you.
Verdict: Charlotte Tilbury wins
I was kindly gifted Dior’s Waterproof Mascara by YOU’s beauty editor – probably because she’d seen me crying hay fever tears one too many times. And while it is perfectly waterproof – zero undereye smudge, even on hot, sweaty days – I find it doesn’t give the dramatic length and volume my stubby little lashes need.
Enter elf’s last extender, for which pretty much the opposite is true. It offers pretty jaw-dropping drama (albeit after a few layers), however is prone to smudging and clogging. At the beginning of the day, my eyelashes looked long but clumpy – at the end, I looked like a panda.
elf just about edges it, given my priority is actually achieving a noticeable increase in volume and length. But TBH, my search for the perfect mascara continues.
Verdict: elf wins
Eyebrow pencil
I’ve been loyal to Benefit Goof Proof Brow Pencil for years – it’s one of those handbag staples that feels foolproof (as the name suggests). The angled tip makes shaping easy, and it’s great for quickly filling in gaps without overthinking it. But… I’ve always found the colour payoff a little on the subtle side, especially if, like me, you’re working with thin, patchy brows that need a bit more oomph.
But elf’s Instant Lift Brow Pencil? It’s honestly a game-changer. The brush is exactly the right level of bristly – not scratchy, not flimsy – and it grips the hairs just enough to blend everything through properly. More importantly, the pigment actually shows up. Just a few strokes and suddenly I have brows.
Yes, you do get through it fairly quickly. But at £4, who cares.
Verdict: elf wins
Total savings with swaps: £107
