The trend for glowing skin shows no sign of slowing down, and e.l.f. Cosmetics’ latest launch promises to deliver just that.
e.l.f. Halo Glow Liquid Filter is a multi-use makeup product that claims to give a “soft-focus social filter effect IRL”; like all good beauty launches nowadays, it has already gone viral on TikTok – and found itself compared to a much more premium product.
The hashtag #haloglowflawlessfilter has already amassed nearly 20 million views on TikTok, with many users comparing it to Charlotte Tilbury Hollywood Flawless Filter, a similar-looking radiance-boosting complexion product that sells one every two minutes and is loved by celebrities such as Zendaya, Adele and Kate Moss.
Whereas Tilbury’s will set you back £36, however, e.l.f.’s offering is less than half the price at £14 here. At first glance the two do look alike – chunky glass bottle, doe foot applicator – and the similarities stretch to the ingredients list, too.
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