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

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.

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Narcissist Foundation Stick

well people foundation stick
W3ll People Narcissist Foundation Stick $25.00

"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

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Expressionist Brow Gel

well people brow gel
W3ll People Expressionist Brow Gel $15.00

"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

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Bio Brightener Stick

bio stick
W3ll People Bio Brightener Stick $20.00

"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

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Expressionist Mascara

well people mascara
W3ll People Expressionist Mascara $19.00

"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

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Optimist Lipstick

well people lipstick
W3ll People Optimist Lipstick $15.00

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

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