
We Wore e.l.f.'s New SPF Skin Tint In A Heatwave — & It Seriously Impressed Us
There has never been a better time to shop for a skin tint. A slew of new options have hit the shelves recently, each promising to impart a natural, 'your skin, but better' finish without any streakiness. Some feature buzzy ingredients with skincare benefits (MILK Makeup Hydro Grip Gel Tint, which contains brightening niacinamide, comes to mind). Others, like Merit's The Uniform, pull double duty by offering SPF protection, guarding the skin from harmful UVA and UVB rays. The latest to join this ever-expanding product category? e.l.f. Cosmetics' Halo Glow Skin Tint SPF 50, £18.
If you're familiar with e.l.f. Cosmetics, you've probably already heard of the brand's Halo Glow Liquid Filter Foundation, £15. This bestseller has cultivated a dedicated following as a more affordable alternative to Charlotte Tilbury's Hollywood Flawless Filter Foundation, £39. Now, the brand promises to bring the same glow-boosting benefits in a featherlight format which also includes SPF 50 protection.
After wearing this new skin tint over several hot summer days, our editors share their honest thoughts on whether it lives up to its glowy promises.
Jacqueline Kilikita, beauty director
'Sound the klaxon! I think I've found the best skin tint for girlies with light olive skin. Most shades lean too yellow or too pink for me, but 6 Light Cool is just right. It makes me look fresh and alive. Texture-wise, it applies more like a light-coverage foundation than a typical tint, which in my experience tends to be a bit more watery. This one's got more substance; it easily covers breakouts and acne scars, yet still feels like minimal makeup. I blend it in with a fluffy brush in seconds, and my skin just drinks it up. So much so, I actually look forward to using it every morning. I love the finish too: matte and glowy in all the right places. I'm always pleasantly surprised when I check my makeup in the lift mirror at the end of the day — it's still perfectly intact, with hardly any movement or creasing. I already know I'm going to use this down to the last drop. In fact, I've shelved or given away every other tint in my makeup bag. This is the one.'
L'Oréal Blackett, Unbothered UK Editor
'I now have a lovely collection of skin tints, after years of not quite trusting the shade match of many tints on the market. They've now replaced my foundations as the makeup I wear daily, so e.l.f. Cosmetics' new skin tint had a lot to live up to. This is a very light formula but with buildable coverage. It's sheer enough to feel lightweight on the skin but helps to even out the skin tone. My skin tone is gradually shifting to its summer shade, so if you're my 'shade twin', I would pick a few shades darker. The result isn't my perfect match — but close — and I feel good that there were plenty of other options for me in the shade range, from 'tan' to 'deep' with options of cool, neutral and warm undertones (this amount of choice is always a win for an affordable brand). The formula is sheer enough to blend into my skin and look undetectable. It feels just like skin. All in all, this is a great skin tint at an accessible price point — and a handy one to pack in your hand luggage for your next holiday.'
Venus Wong, senior writer
'Let's start with the positives: I'm very impressed by the formula, which melts right into the skin and casts a healthy, glowy filter. I wore shade 8 Medium Neutral to a party and got non-stop compliments about how lovely my skin looked. I attribute this to niacinamide, an ingredient that helps brighten the skin and reduce oil production. The coverage is sufficient enough to blur some of the spots around my temples and even out patches of discolouration without feeling like an oil slick, which is always a bonus when I barely feel like wearing makeup in the summer. It has a slightly thick texture, so the application looked far more natural when I stippled the product with a foundation brush, compared to just using my fingers (this is worth keeping in mind if you prefer using your hands). The one letdown for me has to do with the shade: For some reason, Light Cool was far too fair on my skin, while Medium Neutral appeared almost orange. I've seen creators like Golloria and The Lipstick Lesbians discuss their struggles with the shade range, saying that the product can oxidise and appear more orange on the skin. Medium Neutral looked great after I mixed it with my go-to highlighter drops (Glow Recipe's Watermelon Hue Drops in Rosy Glow), but I definitely think the brand can benefit from a shade expansion.'
'Many skin tints and foundations claim to have a skin-like finish, but e.l.f.'s Halo Glow Skin Tint has exceeded my expectations with flying colours. It's truly undetectable on skin, even when I build up coverage. While anything with 'glow' in the product name tends to read as greasy on my oily skin, this stuff miraculously looks incredible. It has a filter-like finish that blurs imperfections but looks like I don't have any makeup on. I mix shades 5 and 7 to get a perfect match, but I could definitely use either one alone based on the time of year and how tanned I am. The fact that it has SPF 50 protection (it's mineral, but doesn't appear ashy on my skin) easily makes this my new go-to complexion product for summer. If it came in a Costco-sized jug, I'd be the first in line to buy.'
Hashtags

Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Yahoo
2 days ago
- Yahoo
E.l.f. Cosmetics responds to backlash over casting comedian Matt Rife in new beauty ad
Rife was criticized in 2023 for making a joke about domestic violence in his Netflix comedy special. Beauty company E.l.f. Cosmetics responded to backlash this week over its newest ad campaign starring comedian Matt Rife, who was criticized for making a joke about domestic violence in his 2023 comedy special. 'You know us, we're always listening and we've heard you,' the brand wrote on Instagram on Wednesday. 'this campaign aimed to humorously spotlight beauty injustice. we understand we missed the mark with people we care about in our e.l.f. community.' The commercial in question features Rife and drag queen Heidi N Closet playing 'beauty attorneys' who want to protect their clients from overpriced beauty products from other brands. The ad was posted on social media on Aug. 11, and the comments section was quickly flooded with questions about why the company would associate with Rife. The ad was still up on E.l.f.'s official Instagram page as of Thursday. Rife has not commented on the backlash, but wrote, 'Had a great time ❤️❤️,' on E.l.f.'s post responding to the criticism. E.l.f. Beauty, the parent company of E.l.f. Cosmetics, did not respond to Yahoo's request for comment. 'We're very surprised,' Kory Marchisotto, E.l.f. Beauty's global chief marketing officer, told Business of Fashion of the negative reception to the ad. 'There is a big gap between our intention and how this missed the mark for some people.' Marchisotto said that Rife was cast in the E.l.f. ad because of his TikTok following, which, she said, is 80% female and 75% under the age of 34. Rife's social media following showed strong, positive engagement, Marchisotto added, which factored into the casting decision. (Rife posted the E.l.f. ad on his own Instagram on Tuesday, and received many supportive comments from fans.) 'We always aim to deliver positivity, and this one didn't,' Marchisotto told Business of Fashion. 'So we find ourselves in a position where, quite honestly, that doesn't feel good for us.' Rife has been a standup comedian for over a decade and made headlines in November 2023 over his Netflix special, Natural Selection. In one of the first jokes of the special, he suggests that a waitress with a black eye must not work in the restaurant's kitchen because 'if she could cook, she wouldn't have that black eye.' 'I figure we start the show with domestic violence, the rest of the show should be pretty smooth sailing after that,' Rife says after the joke. Many slammed the joke online and criticized Rife for using a platform as big as Netflix to make light of domestic violence against women. In response to the Natural Selection controversy, Rife wrote in an Instagram Story, 'If you've ever been offended by a joke I've told — here's a link to my official apology.' The link led to a website that sold medical helmets for people with special needs, NBC News reported at the time. Most of E.l.f.'s ads from the last few years have aimed to be as culturally and topically relevant as possible, from casting Jennifer Coolidge at the height of her White Lotus popularity in the brand's first Super Bowl commercial in 2023 to partnering with activist and astronaut Amanda Nguyen for the first all-female space crew with Blue Origin. In May, the company acquired Hailey Bieber's Rhode skin care brand in a $1 billion deal. Solve the daily Crossword


Forbes
2 days ago
- Forbes
Merit And The Beauty Of Minimalism
As crowded as the beauty industry is, there are still new players entering the space to bring something new and differentiated to the table. From luxury and fashion houses to indie and celebrity brands, the opportunity to venture into beauty remains attractive, despite the competition: valued at $450 billion globally, the market is set to grow 5% yearly through 2030. Yet today's definition of beauty is shifting, and so are the expectations surrounding it. Quality has become the number one driver when it comes to beauty purchases, according to McKinsey's latest State of Beauty report. In an era of overwhelming choice, simplified and effective beauty routines are winning over complex products. And this is where Merit, the LA-based beauty brand founded just a few years ago, has carved its niche: offering a straightforward, high quality and effective routine brought immediate success, generating more than $100 million in sales last year. Founded by Katherine Power in 2021, Merit Beauty was not born chasing trends, nor is it looking to create buzz with celebrity campaigns or online virality. In alignment with its branding, Merit embodies effortless style, discreet elegance and affordable quality. With that in mind, the brand initially catered to older women. But Merit's founding CMO Aila Morin shares a different reality: 'While Merit was created by Xillenials with that age group in mind, we've always had a multi-generational clientele. We see ourselves as less catered to a specific demographic than to a psychographic – a busy woman who sees beauty as more of a utility, not a hobby.' This shows when analyzing consumer interest: Morin shares that 50% of website visitors are between the ages of 25 and 45, with just as many visitors over 55 as under 25. Appealing to such a wide demographic is quite unique, and might speak to why the brand resonates: an intentional focus on effortless and efficacious beauty, which is something many women look for regardless of their age. Merit's limited range, which represents complete beauty routine, brings a breath of fresh air to an industry that is highly overwhelming and often confusing to buyers. By providing a curated selection of daily essentials, it makes it easier and faster for women to get ready for any occasion and feel special when doing so. The brand's positioning is very clear, with Morin explaining: 'We're not a 50-shade palette brand, but we are their everyday essentials, and have established cross-category credibility – so we can be a one-stop shop, from skin prep to makeup, to fragrance and even the bag they walk out the door with.' Since launching, Merit has naturally flirted with other categories – most notably fashion – to bring complementary and desirable accessories to its customers. In 2023, it collaborated with New York fashion brand Proenza Schouler and released a reimagined version of its Signature Bag, gifted with any purchase above $100. 'Our first designer collab with Proenza Schouler sold through 2 months of inventory in less than 3 weeks, and our second collab with Tove last year had a waitlist of 20,000 before it dropped,' shares Morin. Every collaboration is designed with the brand's ethos in mind, and has helped forge brand appeal as well as consumer interest: 'These unique offerings have built a broader ecosystem around Merit, allowing us to tap into consumer loyalty in an increasingly segmented market,' she adds. More recently, Merit partnered with Brooks Brothers as part of the roll-out of 'The Uniform Dry Cleaners' pop-up in NYC this past June, giving visitors the occasion to purchase a limited-edition shirt with personalized embroidery available. The event served as an in-person introduction to the brand's latest launch, its tinted mineral sunscreen, which took years to develop. Sunscreen is the brand's latest category expansion, following the release of its first fragrance in 2024. Product and category expansion is highly intentional: 'We only launch newness when we identify a product that makes sense – a classic reimagined for the modern consumer.' Morin believes that consumer trust and loyalty is in part due to this thoughtful approach to product launch: Merit has built a solid foundation based on quality and efficacy, and customers don't need much convincing now. Customer feedback, beauty editor reviews and awards are unanimous, showing there is still space after all to leave a mark in the beauty market. Merit's success might very well suggest that in an industry highly obsessed with chasing trends and viral moments, there is a lasting advantage in giving consumers simplicity, through products of high quality, reasonable priced and intentionally brought to life. Its selective launches, attractive collaborations, and clear brand ethos have built not just a loyal customer base, but a brand identity that feels timeless, elegant, and approachable. When asked how to stay relevant in one of the most competitive and saturated industries, Aila Morin's answer echoes what the brand stands for: 'Our North Star is simple makeup and skincare that makes you look like you – and regardless of trends, we believe that for our client, that's inherently timeless.'


New York Post
3 days ago
- New York Post
E.L.F. Cosmetics slammed for hiring controversial comedian Matt Rife in new ad
A well-known beauty brand is under fire for its inclusion of a controversial comedian in its latest campaign. E.L.F. Cosmetics released a new ad on August 11 that featured drag queen Heidi N Closet as ' and comedian Matt Rife as 'schmarnes'. Advertisement The legal-themed advertisement builds on a Superbowl 2024 campaign, and sees Heidi N Closet and Rife try to defend their clients from overpriced beauty products. 5 E.L.F. Cosmetics is under fire for its inclusion of controversial comedian Matt Rife in its latest campaign. @elfcosmetics/Instagram Kory Marchisotto, Chief Marketing Officer of e.l.f. Beauty, said of the ad; 'For 21 years e.l.f. has been making the best of beauty accessible to every eye, lip and face. 'From 'Cosmetic Criminals' to 'Judge Beauty' to the law offices of ' and schmarnes', we stand with our community in favor of beauty justice. Advertisement 'Our vigorous defense is high quality beauty without compromise – to your wallet or your values. That's the way.' 5 The legal-themed advertisement sees drag queen Heidi N Closet as ' and Rife as 'schmarnes' trying to defend their clients from overpriced beauty products. @elfcosmetics/Instagram 5 'Our vigorous defense is high quality beauty without compromise – to your wallet or your values. That's the way,' Kory Marchisotto, Chief Marketing Officer of e.l.f. Beauty, said of the ad. @elfcosmetics/Instagram However many people have been left unimpressed with the inclusion of Rife in the campaign, after he was widely condemned for featuring a domestic violence joke in his 2023 Netflix special. Advertisement During the special, Rife recalled an incident about a waitress he was served by that had a black eye. 'My boy who I was with was like, 'Yeah, I feel bad for her, man, I feel like they should put her in the kitchen or something where nobody has to see her face.' And I was like, 'Yeah, but I feel like if she could cook, she wouldn't have that black eye,'' Rife said, according to Independent. Rife's response to anger at the joke included an Instagram story with a link that people were encouraged to click on to 'solve their issue'. The link led to a website that sold helmets for people with disabilities. Advertisement After the E. L. F Cosmetics ad dropped, people were quick to issue their anger with the brand for including a man they claim doesn't respect women, and for taking away an opportunity from a beauty creator. 'Bruh not Matt Rife. I love y'all as a brand but Matt Rife is not a good person,' one person said. 5 'I love y'all as a brand but Matt Rife is not a good person,' one person said about the advertisement. @elfcosmetics/Instagram Another added: 'You didn't have the budget for a comedian who doesn't joke about abuse?' 'Out of all the people in the world,' one social media user said. Another added: 'I truly can't believe that not one person at E. L. F did not say, 'We should not partner with a man who makes jokes about domestic violence'.' 5 'Well I guess E. L. F is off my approved makeup list,' another social media user commented. @elfcosmetics/Instagram 'E. L. F I have always used and loved your products especially since they are more affordable and accessible but I cannot support you guys when you think Matt Rife being on your payroll and making an advertisement for y'all is a good choice. We have so many better people in the world,' one commented. Advertisement Another said: 'I guess 2025 is the year of brands completely losing touch with who their audience is.' 'So you've paid a comedian who jokes about domestic violence to promote your make up brand, are you going to be promoting a good concealer to cover bruises next,' one said. 'You could have picked hundreds of other comedians to be in your ad, put the money into the pocket of someone who would be a positive role model but yet you chose someone who thinks domestic violence is something to joke about. Advertisement 'I can't understand how he has anything to do with make up. You've shown your lack of compassion by completely ignoring anything but positive comments. I won't ever be buying E. L. F products which is a shame after so many years of supporting you.' One added: 'Well I guess E. L. F is off my approved makeup list.' 'I'm out sorry E. L. F,' one commented. has contacted E. L. F Cosmetics for comment.