E.l.f. Just Bought This Natural Makeup Brand for $27M—Here's What You Need to Know

Our editors independently research, test, and recommend the best products; you can learn more about our review process here. We may receive commissions on purchases made from our chosen links.

We've been huge fans of E.l.f. for as long we can remember—their products are great (the primer has a cult following and apparently one sells every six seconds) and the prices are unmatched (that primer is just $10). They've developed a reputation in the industry that allows for efficacy, experimentation, and accessibility. And, now, E.l.f. has acquired another special brand: W3ll People.

The cruelty-free, clean beauty company offers a collection of plant-based makeup without fillers, propylene glycol, petrochemicals, or petroleum byproducts. In fact, 40 of their products are EWG-verified. To celebrate, Team Byrdie rounded up a few of our long-standing favorites from W3ll People. Below, the five W3ll People products we think you should buy right now.

W3ll People Narcissist Foundation Stick

"The Narcissist Foundation Stick ($29) is great for on-the-go use, I love makeup sticks for that reason. The formula is lightweight enough you can apply a quick swipe in the backseat of a cab (to even skin tone or nix redness), but it's also extremely buildable if you want more coverage." —Kelly Gallagher, senior social media editor

W3ll People Expressionist Brow Gel

"I'm big on brow gels—and I've got the product collection to prove it. I switch off based on my mood, or what's handy, but I always come back to Expressionist Brow Gel ($18). For lack of a better explanation, it's like the natural Boy Brow. The soft, flexible plant-based formula delivers hold that's never stiff or flakey. And it stays put." —Hallie Gould, senior editor

W3ll People Bio Brightener Stick

"I'm a highlighter fiend and this little guy from W3ll People is one of my favorite clean options. It’s creamy and gives your skin a cherub glow in just a few swipes. The finish offers just the right amount of pearl, without feeling too glittery and chalky, and the small size makes it easy to toss in my bag for a midday glow boost." —Faith Xue, editorial director

W3ll People Expressionist Mascara

"While my lashes are fairly long on their own, they're extremely sparse⁠—and blonde. The shape of this applicator helps lift and thicken each individual lash, for that fully-loaded, fanned-out look. I love that the formula was developed by a dermatologist to be EWG verified as non-toxic, with ingredients like jojoba oil to help improve the health of my lashes overtime. It's so good that it won a Byrdie Eco Beauty Award." —Holly Rhue, associate editor

W3ll People Optimist Lipstick

I'm not much of a lipstick person, but I do love a good creamy nude or bright red every now and again. W3ll People's Optimist Lipstick in Soulmate ($17) gets it right. It's a bit pinker than my natural lip, so it brightens up my face, but doesn't immediately look like I'm wearing anything at all. The brand describes the finish as "petal-soft, creamy satin semi-matte," but I just call it perfect. It's not matte, but it's not glossy—it's just a beautiful, hydrating dew." —Hallie Gould, senior editor

Related Stories