NYX vs. e.l.f.: The Ultimate Drugstore Beauty Showdown for 2025
Discover how NYX and e.l.f. stack up across price, quality, versatility, and trend-setting in the 2025 affordable beauty landscape.
When it comes to affordable, effective beauty products, few brands are as beloved as NYX and e.l.f. Both have transformed the drugstore landscape with their extensive selections, trend-forward releases, and budget-friendly prices—but which one truly deserves the top spot? This comprehensive comparison breaks down everything you need to know to make the right choice for your makeup and skincare routine in 2025.
Drugstore Beauty: Why NYX and e.l.f. Dominate in 2025
Affordability and accessibility are the pillars of both brands’ success. Whether you’re experimenting with viral TikTok looks or searching for reliable daily staples, their offerings cater to nearly every makeup enthusiast, from the minimal to the maximalist.
The majority of their product lines fall within the $5–$20 price range, making it possible to sample a wide array without overspending. Their visibility among editors, makeup artists, and influencers cements their reputation as go-tos for quality and value.
Brand Origins and Philosophies
| Feature | NYX | e.l.f. |
|---|---|---|
| Brand Focus | Professional artistry; bold colors; pro longevity | Viral dupes; accessibility; skincare innovation |
| Product Inspiration | Inspired by pro brands (MAC, Make Up For Ever, NARS) | Affordable alternatives to popular products |
| Specialty | Original shades, wide range for complexion | Tailored complexion and skincare for all skin types |
NYX’s roots in makeup artistry are evident through its high-impact shades and formulations that boast standout longevity. Meanwhile, e.l.f. is celebrated for its ability to deliver innovative, dupe-inspired products that keep pace with viral phenomena but remain gentle on your wallet.
NYX vs. e.l.f.: Key Areas of Comparison
- Price Point: Both brands excel in affordability, with most products under $20—often considerably less. e.l.f. is especially praised for ultra-low prices starting as low as $1–$5, sometimes even less with coupons and specials.
- Color Range & Pigmentation: NYX is renowned for its extensive shade selection and impressive pigmentation, particularly in lipsticks and eyeshadows. e.l.f. offers substantial color options, but typically with a focus on mainstream wearable shades and viral trends.
- Innovation & Dupes: e.l.f. leads with creative dupes of high-end favorites, especially in recent skincare launches. NYX maintains greater originality with distinct product launches and bold, artistic takes.
- Longevity & Wear: NYX products often deliver longer-lasting results due to their pro-rooted formulas, favored by professional makeup artists for all-day wear.
- Professional Appeal: NYX’s ties to pro artistry make it a staple in makeup artist kits next to high-end staples.
- Skincare Options: Only e.l.f. offers a robust skincare line, including hydrating moisturizers and makeup removers, which NYX lacks.
- Inclusivity: Both brands provide complexion products suitable for a diverse array of skin tones and types.
NYX: For Makeup Artists and Color Enthusiasts
NYX is synonymous with professional-grade results on a budget. Its products span a wide spectrum—from foundations designed for every complexion, to high-pigment eyeshadows and vibrant lipsticks that last. If you prioritize artistry and bold looks, NYX is your ticket.
- Strengths:
- Wide shade ranges for all skin tones
- Budge-proof formulas for longevity
- Strong pigment in eyeshadows and lipsticks
- Cult classics for makeup artists and enthusiasts
- Frequent launches that prioritize originality over imitation
- Popular Products:
- Round Lipsticks (noted for pigment and smooth application)
- Eyeshadow Singles and Palettes
- Color Corrective Wands and Concealers
- Jumbo Eye and Lip Pencils
NYX’s formulas are regularly praised as comparable to pricier prestige brands, especially in pigmentation and lasting power.
e.l.f.: Accessible Dupes and Skincare Innovation
Where NYX is designed for makeup lovers seeking artistry and bold color, e.l.f. is crafted for shoppers who want maximal value. The brand’s strength lies in its capacity to closely mimic popular high-end products—often going viral for dupes—while continuing to expand into skincare and complexion options for all skin concerns.
What others are reading
- Strengths:
- Unbeatable pricing, with some items starting at $1
- Expansive dupe library for best-selling prestige products
- Diverse complexion products tailored for oily, dry, and combination skin
- Innovative skincare offerings (moisturizers, cleansers, makeup removers)
- Inclusion and accessibility in every launch
- Popular Products:
- All Over Cover Sticks (favorite for foundation)
- Mineral Shadows
- Eye Primers and Brow Gels
- Affordable skincare line
Frequent users highlight how e.l.f. enables them to buy multiple items and experiment freely, rarely spending more than a few dollars per item.
A Quick Comparison Table
| Aspect | NYX | e.l.f. |
|---|---|---|
| Pigmentation | High, especially lips and eyes | Good, generally more natural shades |
| Price | $4–$20 | $1–$20 (with many items <$5) |
| Professional Focus | Yes (used by makeup artists) | No (consumer-first, but quality is solid) |
| Skincare Line | No | Yes |
| Innovation | Original launches; bold colors | Viral dupes; innovative, affordable skincare |
Editorial Team Insights: Tried, Tested, Loved
Cosmopolitan editors—including Jasmine Hyman, Lauren Balsamo, Beth Gillette, and Julee Wilson—have exhaustively tested products from both brands. Their collective experiences shape the practical recommendations offered here.
- NYX appears in many pro kits alongside legacy brands, especially for events requiring makeup longevity and drama.
- e.l.f. is a favorite for its budget dupes, creative skincare launches, and beginner-friendly complexion products.
- Editors note the high value both brands bring to the table; the choice between them is almost always dictated by personal needs and style rather than any major quality difference.
Real User Reviews: What Beauty Lovers Say
- NYX’s reputation for rich pigmentation, especially in lips and eyes, makes it a recurring favorite among users who want color pay-off without splurging.
- e.l.f. earns raves for its ultra-low pricing and quality that matches (or beats) pricier drugstore competitors.
- Fans often mix and match, relying on NYX for more artistic looks and e.l.f. for daily staples and skincare.
- Several reviewers appreciate e.l.f.’s accessibility—being able to “go crazy and buy so much stuff” while staying on budget.
- Some users report customer service concerns with NYX, but product quality often outweighs negatives.
Who Should Choose NYX and Who Should Choose e.l.f.?
- Choose NYX if you:
- Love bold, creative makeup looks
- Prioritize longevity and pro-level artistry
- Need a wide shade spectrum for complexions
- Prefer original launches to dupe-inspired ones
- Choose e.l.f. if you:
- Want high-quality dupes for prestige faves
- Prioritize skincare alongside makeup
- Like experimenting on a budget
- Need tailored complexion options for specific skin concerns
Editors’ Top Picks & Must-Have Products
- NYX Round Lipsticks—legendary pigmentation and smooth finish
- NYX Concealer in a Jar—favorite for professional coverage
- e.l.f. All Over Cover Stick—multi-use and wallet-friendly
- e.l.f. Mineral Shadows—comparable to $20+ alternatives
- e.l.f. Hydrating Skincare Line—for anyone new to affordable skincare
Final Verdict: NYX vs. e.l.f. in 2025
Both NYX and e.l.f. help make cutting-edge beauty accessible for all. NYX lends pro artistry and rich color to the masses, while e.l.f. focuses on affordability, innovation, and skincare. The ideal choice depends on your unique beauty goals—whether you want makeup that stands out, skincare that supports your routine, or an experiment-friendly price tag. Editors, users, and professionals all agree: in the drugstore beauty world, you can’t go wrong with either brand.
Frequently Asked Questions (FAQs)
Q: Which brand lasts longer throughout the day?
A: NYX is formulated with longevity in mind and typically offers longer wear, making it a staple for pros and anyone needing budge-proof makeup.
Q: Does e.l.f. make skincare?
A: Yes, e.l.f. offers an innovative skincare range including moisturizers, cleansers, and makeup removers—NYX does not currently offer skincare.
Q: Are NYX and e.l.f. cruelty-free?
A: As of 2025, both brands are considered cruelty-free, aligning with rising standards in the beauty industry for ethical product development.
Q: Can I find products for my unique skin type?
A: e.l.f. specializes in tailored complexion products for oily, dry, and combination skin, while NYX offers a wide shade range for diverse complexions.
Q: Are there any product categories where one brand is consistently better?
A: NYX wins in pigmentation and pro longevity—especially for lips and eyes. e.l.f. is preferred for innovative, budget-friendly skincare and viral dupes.
Quick Tips: How to Shop NYX and e.l.f.
- Mix and match from both brands to create a balanced, affordable routine.
- Check e.l.f. for trending skincare and viral makeup dupes.
- Look to NYX for bold event looks, rich color, and all-day wear.
- Explore both brands for inclusive complexion products.
- Don’t hesitate to experiment—affordable prices make it easy.
Article written by Jasmine Hyman, Assistant Shopping Editor at Cosmopolitan. Testing, insights, and recommendations provided by expert editors and beauty lovers.
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