e.l.f. and NYX are the two budget brands that turned “drugstore makeup” from a compromise into a strategy. e.l.f. built its empire on viral, skincare-infused hybrids under $15. NYX built its reputation on pro-style color. Glosses, liners, and brow pencils with prestige-level shade ranges. We put eight of their best-selling products head-to-head. Every one validated against its live Amazon listing.
Quick verdict: e.l.f. wins on complexion and prep. Power Grip Primer, Halo Glow, and the Camo concealers are category leaders at their prices. NYX wins on color. Butter Gloss, Epic Ink Liner, and the Micro Brow Pencil are the stronger artistry tools. Most makeup bags should carry both. e.l.f. for the base. NYX for the details.
Quick Picks
Best Primere.l.f. Power Grip Primer$10.45-$11.00as of Oct 11, 2026Read our take ↓
Budget PickNYX Butter Gloss (Praline)$5.67-$5.97as of Oct 11, 2026Read our take ↓
Worth the Upgradee.l.f. Halo Glow Liquid Filter (3 Light/Medium)$14.25-$15.00as of Oct 11, 2026Read our take ↓| Spec | e.l.f. Power Grip Primer $10.45-$11.00as of Oct 11, 2026 4.4 | NYX Butter Gloss (Praline) $5.67-$5.97as of Oct 11, 2026 4.5 | e.l.f. Halo Glow Liquid Filter (3 Light/Medium) $14.25-$15.00as of Oct 11, 2026 4.3 | NYX Bare With Me Blur Skin Tint (Light Medium) $12.34-$12.99as of Oct 11, 2026 4.2 | e.l.f. Hydrating Camo Concealer (Fair Beige) $7.60-$8.00as of Oct 11, 2026 4.4 | NYX Epic Ink Liner (Black) $9.49-$9.99as of Oct 11, 2026 4.3 | e.l.f. Glow Reviver Lip Oil (Rose Envy) $8.55-$9.00as of Oct 11, 2026 4.4 | NYX Micro Brow Pencil (Espresso) $10.88-$11.45as of Oct 11, 2026 4.5 |
|---|---|---|---|---|---|---|---|---|
| Brand | e.l.f. | NYX | e.l.f. | NYX | e.l.f. | NYX | e.l.f. | NYX |
| Type | Gel gripping primer | Lip gloss | Complexion booster | Blurring skin tint foundation | Liquid concealer | Liquid eyeliner pen | Tinted lip oil | Retractable micro brow pencil |
| Finish | Clear, translucent | — | — | — | — | — | — | — |
| Skin types | Dry, combo, oily (per brand) | — | — | — | — | — | — | — |
| Rating | 4.4 | 4.5 | 4.3 | 4.2 | 4.4 | 4.3 | 4.4 | 4.5 |
Prices change daily — tap Check Price for the current Amazon price.
Prices change daily — tap Check Price for the current Amazon price.
How We Evaluate
Every pick was validated against its live Amazon listing at publish time. Current price, in-stock status, and seller attribution. All eight ship from Amazon directly. Texture, wear, and ingredient claims are brand-reported label claims we haven’t independently measured. Where a product’s reputation matters, viral status, best-seller claims, we note that it’s the brand’s or the market’s framing.
The Head-to-Head: Where Each Brand Wins
Complexion and prep: e.l.f. Power Grip created the gripping-primer category. Halo Glow made the “skin filter” a product type. And the Camo concealer line delivers full coverage at $7. NYX’s Bare With Me tint is genuinely good. But e.l.f. simply has more complexion hits.
Color and artistry: NYX. Butter Gloss is one of the best-selling glosses on the market. Epic Ink is a pro-standard liner pen. And the Micro Brow Pencil is the default budget answer to prestige micro pencils. NYX’s shade ranges across these lines are deeper than e.l.f.’s.
Price: e.l.f., narrowly. e.l.f.’s core products cluster at $7-$10. NYX’s cluster at $6-$12. Both undercut prestige equivalents by 60-80%.
1. e.l.f. Power Grip Primer - Best Primer
e.l.f. Power Grip Primer
The Power Grip Primer is e.l.f.’s defining product. A clear, gel-based primer designed to grip makeup while hydrating, per the label. It works across dry, combo, and oily skin per the brand. At around $10 it became the reference point an entire category of prestige gripping primers gets compared against. The 0.811 oz tube is small. The tacky feel is intentional. That’s the grip. NYX has no primer with this profile. First point to e.l.f.
2. NYX Butter Gloss - Budget Pick
NYX Butter Gloss (Praline)
At around $6, Butter Gloss is the budget pick of the whole matchup. One of the best-selling glosses anywhere. The formula goes on creamy and smooth and is never sticky, per the brand. Praline is a deep nude that flatters most skin tones. The shade range is enormous. It’s a simple product executed extremely well. The reason NYX owns the lip category in this comparison.
3. e.l.f. Halo Glow Liquid Filter - Worth the Upgrade
e.l.f. Halo Glow Liquid Filter (3 Light/Medium)
Halo Glow is the priciest e.l.f. product here at around $14. And the most famous. It’s a complexion booster with hyaluronic acid and squalane per the label. Designed for a glowing, soft-focus look worn alone, under, over, or mixed into foundation. It became a viral phenomenon as a budget answer to prestige “filter” products several times its price. If you buy one product to understand modern e.l.f., this is it.
4. NYX Bare With Me Blur Skin Tint - Best Skin Tint
NYX Bare With Me Blur Skin Tint (Light Medium)
NYX’s complexion counterpunch. A blurring skin tint with glycerin, matcha, and niacinamide per the label. Aimed at a smooth “no filter” look. At around $13 it’s the light-coverage everyday alternative to a full foundation. The skincare-infused framing matches where the category is heading. It’s a strong product. It just competes in a lane where e.l.f. has more entries.
5. e.l.f. Hydrating Camo Concealer - Best Concealer
e.l.f. Hydrating Camo Concealer (Fair Beige)
Full coverage. Satin finish. Seven dollars. The Hydrating Camo covers blemishes and under-eye circles with a long-wear formula designed to resist creasing and flaking, per the label. Between this and the matte 16HR Camo line, e.l.f. owns budget concealer the way NYX owns budget gloss. Just double-check which Camo line you’re ordering. The shade names differ between the two.
6. NYX Epic Ink Liner - Best Eyeliner
NYX Epic Ink Liner (Black)
The Epic Ink Liner is the budget liner pen that shows up in pro kits. A flexible, ultra-precise brush tip with a waterproof matte black vegan formula, per the label. Around $10 buys wing control that used to require a $25 prestige pen. e.l.f.’s H2O Proof pen is cheaper. But the Epic Ink’s brush tip is the better artistry tool. Point to NYX.
7. e.l.f. Glow Reviver Lip Oil - Best Lip Oil
e.l.f. Glow Reviver Lip Oil (Rose Envy)
e.l.f.’s lip entry is the viral Glow Reviver. An ultra-glossy tinted lip oil with apricot, avocado, and jojoba oils per the label. Applied with an oversized plush doe-foot. It’s a different product than Butter Gloss. Oil-slick shine and sheer tint versus creamy gloss. At around $8 it’s the reason the lip category here is closer than expected. We covered the full format in our tinted lip balms and oils guide.
8. NYX Micro Brow Pencil - Best Brow Pencil
NYX Micro Brow Pencil (Espresso)
NYX calls the Micro Brow its number-one brow pencil. It’s the standard budget recommendation against prestige micro pencils that cost more than twice as much. The super-skinny retractable tip draws hair-like strokes. With a spoolie on the other end. At around $11 it’s one of the pricier items in either brand’s core range. And still roughly half the price of the prestige pencil it’s most often compared to.
Which One Should You Buy?
Build your base with e.l.f. and your details with NYX. Start with the e.l.f. Power Grip Primer and Halo Glow Liquid Filter for the complexion. Then add the NYX Butter Gloss and Micro Brow Pencil for color. The whole eight-product lineup costs about $76. Less than two prestige foundations.
For the rest of a budget kit, our drugstore mascara comparison covers the $5-$12 lash tier. long-wear foundations covers fuller coverage than a skin tint. setting sprays includes both NYX and e.l.f. picks. And application tools are in our sponges and brushes roundup. Everything lives in the makeup category.
FAQ
Is e.l.f. or NYX better overall?
They win different categories. e.l.f. leads complexion and prep. Primer, glow products, concealer. NYX leads color and artistry. Gloss, liner, brows. Neither brand loses badly anywhere. That’s why both dominate budget makeup.
Are e.l.f. and NYX cruelty-free?
Per their labels and brand statements: e.l.f. products here are vegan and cruelty-free. NYX products are certified cruelty-free with vegan formulas noted on specific listings. Check each listing for current certifications.
Why is e.l.f. so cheap?
e.l.f. built its model on lean pricing and fast trend response. Frequently launching products positioned as budget alternatives to viral prestige items. Lower price doesn’t automatically mean identical performance. Our comparisons treat brand dupe claims as marketing framing, not verified equivalence.
Which products should a beginner buy first?
The Power Grip Primer, Hydrating Camo Concealer, and Butter Gloss. About $23 total. Cover prep, coverage, and color with the most forgiving learning curves in this lineup.
Safety note: Ingredient lists and formulas are brand-reported and can change; patch-test new products if you have sensitive skin or known allergies. These recommendations are not medical advice. Consult a dermatologist for persistent skin concerns.