Let's be real, who doesn't love e.l.f. Cosmetics? It's the go-to brand for nailing the latest trends with high-quality, cruelty-free formulas that cost less than your morning latte. From their viral Halo Glow Liquid Filter to the endlessly reliable Putty Primer, e.l.f. proves you don’t need to splurge to look amazing.
If your makeup bag is already overflowing with e.l.f. goodies and you're ready to find some new affordable obsessions, you're in the right place. Here are 17 other makeup brands that deliver amazing products without wrecking your budget.
ColourPop is the internet's obsession for a reason. They drop new, trend-focused collections faster than you can keep up, offering everything from monochromatic eyeshadow palettes to Lippie Stix that are legit cult favorites. With most items between $5 and $20, they operate in a similar price world to e.l.f.
Both brands are cruelty-free and beloved for incredible quality at a low price, but ColourPop leans more into playful, vibrant, and experimental shades like pressed glitters and holographic highlights. If you love e.l.f.'s essentials but want a little more 'wow' factor and trendy color stories, ColourPop is your next stop.
Shop now at colourpop.com
NYX is like e.l.f.'s slightly more professional big sister. They offer a massive range of products, from everyday essentials to pro-level items like epic liquid eyeliners and their fan-favorite Butter Gloss. Prices are still firmly in the drugstore camp, mostly under $20, but the formulas often feel way more expensive.
Just like e.l.f., NYX is proudly cruelty-free and offers a wide shade selection for foundations and concealers. The key difference is NYX’s focus on high-performance, long-wearing formulas that could easily be found in a makeup artist’s kit. If you want staples that really last, NYX is a fantastic choice.
Shop now at nyxcosmetics.com
Known for its chic gold packaging, Milani delivers a touch of glam at a drugstore price point, with most items falling between $5 and $15. Their Baked Blushes have earned legendary status for their glowing finish, and their concealers rival high-end competitors. Milani is perfect for creating polished, sophisticated looks.
Similar to e.l.f., Milani is cruelty-free and offers inclusive shade ranges, but the overall vibe feels a bit more grown-up and luxurious. Think rich pigments and classic colors with a modern twist. If you're looking for everyday makeup that feels a little extra special, you’ll love their stuff.
Shop now at milanicosmetics.com
A true drugstore hero, Wet n Wild has been delivering fun, no-fuss makeup for decades at jaw-droppingly low prices - many products are under $8! Their Photo Focus foundation, MegaGlo highlighters, and fierce eyeshadow palettes consistently win beauty awards for their fantastic quality.
Much like e.l.f., Wet n Wild proves you don’t need to spend a lot to have fun with makeup. They’re 100% cruelty-free and are known for their bold colors and seasonal collections that let you experiment without guilt. If you want to play with color and stock up on basics for less than a tenner, Wet n Wild is a no-brainer.
Shop now at wetnwildbeauty.com
Another brand that champions incredibly low prices, Essence is famous for its must-have mascaras (like the Lash Princess) that perform better than options four times the price. With almost every product under $10, it's the perfect brand for experimenting with fun trends and colors without commitment.
Like e.l.f., Essence focuses on cruelty-free formulas and delivering high-performance products at an unbeatable value. Where e.l.f. excels at dupe-worthy essentials, Essence shines with fun, playful items like glittery lip glosses and vibrant eyeliners, making beauty feel refreshingly light-hearted.
Shop now at essencemakeup.com
Straight out of the UK, Revolution Beauty (and its sister brands like I Heart Revolution) is a viral sensation known for creating dupes of cult-favorite high-end products. They offer an enormous range of makeup, from huge eyeshadow palettes to foundation in 50+ shades, all priced between $5 and $20.
Revolution shares e.l.f.’s commitment to being cruelty-free, vegan-optional, and extremely affordable. The biggest difference is Revolution’s focus on an extremely fast-to-market model, releasing new collections constantly to match whatever is trending at the moment.
Shop now at revolutionbeauty.us
L.A. Girl is an LA-based brand beloved by pros and beginners for its reliable complexion products, with most items under $10. Their Pro Conceal HD concealer has been a holy grail for years, famous for its creamy, buildable coverage and wide range of color-correcting shades.
Just like e.l.f., L.A. Girl delivers workhorse products that get the job done without any fuss. They are especially famous for their inclusive foundation and concealer shades, making them a fantastic, affordable option for finding your perfect match.
Shop now at lagirlusa.com
If vibrant, highly pigmented eyeshadow is your thing, BH Cosmetics needs to be on your radar. They are famous for their giant, travel-themed eyeshadow palettes that offer huge color payoffs for around $15-$25. They also carry a great selection of brushes, blushes, and highlighters.
Both BH Cosmetics and e.l.f. are cruelty-free and create trendy products for a young, savvy audience. However, BH Cosmetics puts a much stronger emphasis on bold, artistic expression, offering creative color stories perfect for an adventurous makeup look.
Shop now at bhcosmetics.com
Inspired by the vibrancy of African cultures, Juvia's Place sets the standard for intense, rich pigmentation. Known for their stunning eyeshadow palettes and powerfully pigmented foundations and concealers, this Black-owned brand is all about unapologetic color. Prices are amazing for the quality, generally falling between $12 and $25.
While sharing e.l.f.'s cruelty-free stance, Juvia's Place specifically serves those who are tired of weak color payoff and lack of inclusive shades. Their formulas are designed to pop on all skin tones, making them a go-to for statement looks.
Shop now at juviasplace.com
Catrice is the sophisticated sister brand to Essence, offering high-quality primers, foundations, and powders at drugstore prices, usually under $15. Their popular products, like the True Skin Hydrating Foundation and HD Liquid Coverage Foundation, are celebrated for their luxe formulas and finish.
Like e.l.f., Catrice is cruelty-free and focuses on innovative formulas. However, Catrice’s aesthetic is more classic and geared towards perfecting the skin, making it a great choice for reliable complexion products that look and feel way more expensive than they are.
Shop now at catricecosmetics.com
Morphe started out as an accessible brand for professional-quality makeup brushes and quickly exploded with their huge, influencer-collab eyeshadow palettes. With brushes starting around $5 and palettes around $15-$30, they offer incredible value for an extensive range of shades.
Both Morphe and e.l.f. built themselves on community engagement and affordability. While e.l.f. covers the full spectrum of beauty staples, Morphe's strength is its tools and eyeshadow palettes. If you're looking to build out your brush collection or master a specific eye look, Morphe has you covered.
Shop now at morphe.com
Created by Drew Barrymore, Flower Beauty offers high-end formulas at drugstore prices, with many products in the $10-$18 range. The brand is known for its incredible quality, particularly the Light Illusion Foundation and Blush Bomb Color Drops. It's affordable luxury for your everyday makeup routine.
Flower Beauty shares e.l.f.'s cruelty-free commitment and passion for quality. The main difference is the aesthetic - Flower Beauty leans into a more sophisticated, radiant, and 'effortlessly beautiful' vibe. It feels a bit more refined but remains totally accessible for daily wear.
Shop now at flowerbeauty.com
Profusion is the master of the all-in-one palette. They offer huge collections of eyeshadows, blushes, highlighters, and contour shades for an unbelievably low price - often under $15 for 20+ pans. It's the ultimate brand if you want maximum variety without spending a lot.
Similar to e.l.f, Profusion is all about making makeup accessible and fun for everyone and is cruelty-free. While e.l.f offers standout individual products, Profusion is your go-to when you want a single palette that contains nearly everything you need to create a complete look.
Shop now at profusioncosmetics.com
Black Radiance is a beauty brand created by and for Black women, offering a stunning array of color cosmetics that beautifully complement deeper skin tones. With products mostly under $10, their foundations, contour palettes, and lip colors are richly pigmented and formulated to prevent an ashy finish.
Much like e.l.f., affordability and accessibility are at the core of Black Radiance. The standout difference is their specific focus on creating products that truly highlight and flatter medium to dark complexions - a mission that has made them an essential brand in the beauty space.
Shop now at blackradiancebeauty.com
J.Cat Beauty is all about fun, high-energy makeup at incredible prices. Known for their sparkling glitters, versatile primers, and long-lasting setting sprays, this brand encourages experimentation and bold self-expression. Their items typically range from $3 to $15.
If you appreciate e.l.f.'s cruelty-free stance and playful side, you'll love J.Cat. They are the perfect brand for finding that extra special touch for a festival look or night out, like their famous "You Glow Girl" baked highlighters that deliver an intense, otherworldly shine.
Shop now at jcatbeauty.com
You probably know Kiss for their iconic fake nails and lashes, but their professional makeup line is a hidden gem. They offer excellent complexion products, brow stylers, and eyeliners for under $10. Their Go Brow eyebrow pencil and powder duo is a fantastic value.
Like e.l.f., Kiss focuses on creating affordable, user-friendly products for everyday beauty routines. They stand out for being a one-stop-shop for everything from makeup to nails and hair tools, making them a super convenient and budget-friendly choice.
Shop now at kissusa.com
Famous for its '$1 makeup,' Shop Miss A is the ultimate destination for budget beauty hunters. While not everything is a buck anymore, most of their AOA Studio line still clocks in under $2, offering everything from lipsticks and concealers to fantastic makeup sponges that rival high-end ones.
Shop Miss A takes e.l.f.'s mission of affordability to the extreme. Both are cruelty-free, but Shop Miss A is the place to go when you truly want to experiment with a new type of product or color for pocket change. It's a goldmine for basics and fun finds alike.
Shop now at shopmissa.com
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