NYX vs e.l.f. Makeup 2026: Which Budget Beauty Brand Wins?

The e.l.f. Halo Glow Liquid Filter is one of the most impressive launches in recent drugstore history. At $14, it replicates the effect of the $49 Charlotte Tilbury Flawless Filter — a luminous, skin-blurring complexion booster that can be worn alone, mixed with foundation, or applied on top of makeup. The formula contains hyaluronic acid for hydration and niacinamide for tone correction, meaning it is actively treating your skin while making it look its best. Available in eight shades, it delivers a natural lit-from-within glow rather than the glittery finish of older highlighters. Tap it on the high points of the face (cheekbones, brow bone, bridge of nose, cupid's bow) for an instant radiance boost. The texture is lightweight and buildable — one drop gives a sheer glow, two to three drops create a more noticeable luminous effect. The main trade-off is longevity: on very oily skin, it fades faster than setting spray can save it. Still, for the price-to-performance ratio, nothing else comes close in the drugstore segment.

The NYX Butter Gloss has been a bestseller for over a decade — and with 50,000+ reviews, the praise is legitimate. At $7, it delivers a creamy, non-sticky formula with surprisingly rich color payoff in over 40 shades. The butter-whipped texture applies smoothly with a doe-foot applicator and wears comfortably for 3–4 hours without the tackiness that plagues cheaper glosses. Unlike most glosses that trade pigment for shine, the Butter Gloss achieves both. The vanilla-scented formula is also a sensory plus that many users mention specifically. The honest limitation is that it transfers easily and lacks any plumping or conditioning ingredients — it is pure shine and color, nothing more. However, for a fun, everyday gloss that keeps up with far pricier alternatives from Dior or Charlotte Tilbury, this remains the gold standard at the drugstore price point.

The NYX Epic Ink Liner delivers the sharp, consistent line that winged eyeliner demands. The felt-tip precision applicator gives you the control of a brush with the convenience of a marker, making it beginner-friendly without sacrificing the performance that professionals expect. The waterproof formula resists smudging through humidity, sweat, and oily lids — a claim many liners fail to live up to. The deep black pigmentation is true black, not the navy or charcoal that some liners actually deposit. It lasts a full day without fading or flaking, with no transfer to the upper lid crease even in warm weather. The main trade-off is the tip: like all felt-tip liners, the applicator can fray with heavy use after 3–4 months. However, at around $10, replacement is painless. If you are building a drugstore liner collection, this is consistently the first recommendation from makeup artists looking for reliable results at accessible pricing.

The e.l.f. H2O Proof Eyeliner Pen delivers solid performance at a price point that makes it virtually disposable. The thin brush tip allows for both fine liner work and bolder graphic looks, and the waterproof formula holds up reasonably well through a full day. It does not quite match the precision or longevity of the NYX Epic Ink, but for under $8 it is an excellent option — especially for those who go through liner quickly or are still developing their technique. The e.l.f. version dries a touch faster, which reduces smearing during application but also leaves less room for error. Best for: minimal, natural eye looks or everyday use where ultra-precise wings are not the priority.

The e.l.f. Lip Balm punches well above its price point with a shea butter and vitamin E formula that conditions while it colors. Unlike many tinted balms that are clear with a whisper of color, these deliver real pigment in wearable berry and nude tones. The SPF-free formula is soft and non-greasy, absorbing quickly without leaving the waxy residue that cheaper balms often leave behind. It works well as a standalone everyday lip product or layered under a gloss for added dimension. The main weakness is staying power — expect 1–2 hours of color before reapplication is needed. But for a sub-$5 multitasker that keeps lips hydrated throughout the day, this is one of the better values in the entire e.l.f. lineup.