It’s hard not to be smitten with Elf. The brand has completely changed the game with its incredibly affordable, high-quality, and always on-trend beauty products. Whether you’re grabbing their holy-grail putty primer or a new eyeshadow palette, you know you’re getting a cruelty-free formula that performs without emptying your wallet.
For those times you want to explore other brands that master the art of budget brilliance, there are plenty of amazing options out there. If you love Elf's vibe, you'll feel right at home with these 17 similar brands known for delivering style and quality at super-friendly prices.
A true drugstore legend, Wet n Wild serves up a massive range of makeup must-haves, with most items ringing in under $10. The brand is famous for bringing fun, vibrant colors and trend-forward collections to the masses. They’re a fantastic choice for anyone who loves experimenting with bold looks without the financial commitment.
Much like Elf, Wet n Wild is proudly cruelty-free. While Elf has a strong focus on balancing makeup with skincare, Wet n Wild puts all its energy into bold, colorful cosmetics, making it a playground for makeup devotees who love to play.
Shop now at wetnwildbeauty.com
If you live for pigment, ColourPop is your brand. This cult-favorite is known for its ridiculously vibrant eyeshadows, fun collaborations, and on-trend lip products, with prices usually between $5 and $15. Their constant stream of new releases keeps things fun and fresh, perfect for makeup lovers who stay ahead of the curve.
ColourPop shares Elf's commitment to cruelty-free formulas and accessible prices, but they lean much harder into statement makeup and playful, pop-culture-inspired themes. If Elf is your go-to for dependable basics, ColourPop is your source for everything loud, bright, and fun.
Shop now at colourpop.com
NYX strikes a perfect balance between professional-grade quality and drugstore pricing. Beloved by makeup artists and fans alike, they offer an enormous range of products with impressive shade diversity, especially in their foundation and concealer lines. Most of their essentials, like their famous Butter Glosses and eyeliners, are well under $20.
Similar to Elf, NYX is completely cruelty-free. The biggest difference is the sheer scale of NYX's catalog, they often provide more extensive and unconventional color options, truly catering to the experimental and artistic side of makeup application while still nailing the everyday basics.
Shop now at nyxcosmetics.com
Get ready for the definition of budget beauty - at ShopMissA, almost everything is just a dollar. This online-only wonderland is packed with makeup, skincare goodies, and accessories that let you try new trends for literally less than a latte. From primers to sponges, you can haul a massive collection without feeling a bit of financial guilt.
Like Elf, all of their house brands are cruelty-free and on-trend. While the quality can be more hit-or-miss than Elf due to the extreme low cost, ShopMissA is unbeatable for experimenting and discovering hidden gems. It’s the ultimate playground for broke beauty lovers.
Shop now at shopmissa.com
Anyone who loves a stunning eyeshadow palette knows about BH Cosmetics. This brand specializes in creating vibrant, high-pigment palettes and affordable, great-quality brush sets that won't break the bank. Their products generally fall between the $5 and $20 mark, bringing bold and creative looks within easy reach.
While Elf has a more expansive offering that includes daily skincare, BH Cosmetics hones in on expressive color cosmetics. It’s perfect for those who prioritize eye makeup and want to build a collection of brilliant, show-stopping palettes that blend like a dream.
Shop now at bhcosmetics.com
If Elf is your go-to for trendy staples, Milani is its chic, slightly more glamorous sister. Known for products that look and feel high-end (like their iconic baked blushes and amazing foundations), Milani delivers impressive formulas with inclusive shade ranges, mostly priced from $5 to $15.
Their aesthetic feels a bit more classic and sophisticated than Elf's youthful energy, making them a fantastic choice for everyday essentials that perform like luxury brands. You get that same cruelty-free promise and commitment to quality at an accessible price point.
Shop now at milanicosmetics.com
For unapologetically bold and powerful pigment, Juvia's Place is in a league of its own. Inspired by African cultures, this brand is celebrated for its breathtakingly vibrant eyeshadow palettes, full-coverage foundations, and stunning highlighters designed to pop on all skin tones. Most palettes range from just $10 to $20.
While Elf offers versatility, Juvia’s Place is all about highly saturated, statement makeup. It’s the brand to shop when you want dramatic, long-lasting color that feels luxurious and celebrates diversity in a way that’s impossible to ignore.
Shop now at juviasplace.com
You probably know Kiss for their iconic press-on nails and lashes, but their makeup line is a hidden gem for quick, functional beauty fixes. The brand offers easy-to-use cosmetics, including lip glosses and complexion products, most of which are under $10. They deliver trendy and reliable results for on-the-go touch-ups.
Kiss is similar to Elf in its cruelty-free commitment and affordable accessibility. Where Elf offers a comprehensive beauty lineup from skincare to every makeup category, Kiss excels at providing quick fixes and amazing beauty accessories like lashes and nails.
Shop now at kissnewyork.com
Beauty Bakerie blends playful, bakery-themed packaging with seriously impressive, long-lasting formulas. Their smudge-proof liquid lipsticks and inclusive foundation shades have earned a devoted following. While priced slightly higher than Elf ($10-$20 per item), they deliver high-performance, vegan, and cruelty-free products that feel special.
This brand is perfect for anyone who loves Instagram-worthy packaging backed by powerhouse performance. If you appreciate Elf’s vegan stance but want something with a more unique, whimsical aesthetic, Beauty Bakerie is a delicious choice.
Shop now at beautybakerie.com
Hailing from the UK, Revolution Beauty (which includes Makeup Revolution, Revolution PRO, and others) is a fast-beauty juggernaut. They are famous for putting out trendy palettes, highlighters, and affordable skincare dupes faster than anyone else. With most items under $15, you can snap up the latest beauty trends without hesitation.
Like Elf, Revolution is cruelty-free, focused on inclusivity, and constantly innovating. If you’re a beauty-lover who chases what’s new and now - especially when it comes to palettes and viral skincare - Revolution will keep you well-stocked at a budget.
Shop now at revolutionbeauty.com
If you're seeking full-coverage, glam-ready makeup that doesn’t cost a fortune, look no further than L.A. Girl. Their Pro Conceal concealers are legendary for their pigmentation and massive shade range, and much of their line is under $10. They specialize in high-impact foundations, colorful eyeliners, and mattifying powders.
Compared to Elf's often more natural-finish offerings, L.A. Girl is definitely geared toward makeup lovers who prefer a full-beat, matte look. It’s an unbeatable option for anyone needing reliable, major-coverage face products on a serious budget.
Shop now at lagirlusa.com
Black Radiance has been a staple in the beauty community for decades, creating high-quality, cruelty-free cosmetics specifically for women of color. With most products priced under $10, their foundations, contour palettes, and lipsticks are developed with deep-skintoned beauties in mind, providing shades and undertones that are often overlooked by other brands.
While Elf has made strides in inclusivity, Black Radiance's core mission is to serve and celebrate melanin-rich skin. It's the go-to affordable brand for achieving flawless-looking complexions without the struggle of finding a perfect shade match.
Shop now at blackradiance.com
Known for its rock-bottom prices and viral hits (hello, Lash Princess mascara!), Essence makes beauty fun and incredibly accessible. The German-based brand offers tons of playful products, from shimmery glosses to reliable liners, with almost the entire range priced under $10 - many are even under $5. They are fiercely cruelty-free and prioritize clean, skin-friendly ingredients.
Essence shares Elf's spirit of high performance for low cost. If you're charmed by Elf's prices and TikTok-famous products, you'll find plenty to love with Essence, who churns out beloved, budget-friendly essentials that beauty experts swear by.
Shop now at essencemakeup.com
As the sister brand to Essence, Catrice offers similarly affordable, high-quality formulas but with a slightly more mature and sophisticated edge. You can expect luxurious-feeling foundations, primers, and concealers often praised as dupes for high-end brands, with prices typically between $5 and $15. Catrice is also committed to being 100% cruelty-free.
If you love Elf’s skincare-infused makeup like the Halo Glow Liquid Filter, you’ll adore Catrice’s focus on creating a flawless, radiant complexion. They’re a perfect step up for when you want budget makeup that feels incredibly elevated and chic.
Shop now at catricecosmetics.com
Big palettes, small prices - that's the Profusion motto. This brand specializes in creating huge, multi-pan eyeshadow, face, and brow palettes packed with tons of color options for under $20. They are a must-shop for anyone looking to build a versatile collection and experiment with a wide range of shades without spending a lot.
Like Elf, Profusion is cruelty-free and focuses on giving you tons of value for your money. While Elf’s palettes tend to be more curated and travel-friendly, Profusion gives you a massive artistic arsenal to play with, perfect for practicing new looks.
Shop now at profusioncosmetics.com
Santee is a lesser-known gem for super-budget beauty fans who enjoy a treasure hunt. With most items under the $5 mark, this brand provides trendy, colorful makeup that's great for experimenting and grabbing fun, novelty items. They have everything from multi-chrome eyeshadows to cute, colorful lip glosses.
Though not as universally available as Elf, Santee offers a similar joy of finding a cool new product at an unbelievably low price. It's an excellent brand for teens and anyone on a strict budget who doesn't take their makeup too seriously.
Shop now at santeefashion.com
As an old-school drugstore icon, NYC New York Color has long been a source for reliable, no-fuss makeup essentials under $10. Their products are perfect for someone building their first makeup kit or just wanting straightforward stuff like a good basic mascara or a sheer lipstick without any bells and whistles.
While Elf constantly pushes an innovative, trendy aesthetic, NYC excels at consistency and simplicity. For those moments you don't need the viral new thing, but just a classic, affordable product that works, NYC delivers.
Shop now at major retailers like Walmart.
At Apart Style, we're obsessed with curating the best in fashion, beauty, and jewelry to help you discover new brands we think you'll love. Every brand we feature is independently selected by our editorial team based on quality, style, and uniqueness. When you make a purchase through our links, Apart Style may earn a commission - which helps support our small team, and allows us to continue bringing you the best in online style brands.
Looking for more inspiration? Explore our full brand directory or check out our curated brand guides to find your new favorite thing.
