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Library/Product/e.l.f. Halo Glow Liquid Filter
Grade B38 sourcesHIS-00143

e.l.f. Halo Glow Liquid Filter

Product · 2022 · Notable

45Editable slideCertificate

A $14 complexion booster spread through TikTok dupe comparisons and sold out online.

Clip · @kellystrackofficial on TikTok
Clip · @mikaylanogueira on TikTok
e.l.f. Halo Glow Liquid Filter bottle and applicator.
e.l.f. Cosmetics
#greenscreen new @elfyeah halo glow liquid filter is incredible omg 😍 #fyp #makeup #beauty #dupe #makeupdupes
@kellystrackofficial on TikTok
ELF COMING FOR CHARLOTTE TILBURY WITH A FLAWLESS FILTER DUPE??? #dupe #makeup #beauty #flawlessfilter
@mikaylanogueira on TikTok
e.l.f. Beauty Inc.
The Weather Company
E.L.F. Cosmetics Halo Glow Liquid Filter
BeautyVelle

Spread Score

How it works
ReachNo data yetContagion45Breadth80Velocity0LongevityNo data yet45

Numbers

Peak date
Week of Feb 12, 2024
Jul 14 ’22 to Week of Feb 12, 2024
Platforms
6
Started on Open web
Origin
Mixed
Beauty & personal care

Mechanics

  • Dupe economyPrimary
  • Scarcity drop
  • Sell-out loop
  • Press loop
  • Platform jump
  • Visible in use

How it spread

Trace the origin

e.l.f. released Liquid Filter in July 2022. Creator comparisons with Charlotte Tilbury preceded shade sell-outs and a 75,000-name waitlist. Paid Glow Storm and Judge Beauty campaigns followed; e.l.f. reported one Liquid Filter sold every four seconds in 2024.

Dates use the stated precision; chart positions are date anchors.

Google searchesMay ’22AugDecApr ’23OctApr ’24OctApr ’25JunOctJul ’26DecPeakOpen webTikTokYouTubePressRetailTV
Open webTikTokYouTubePressRetailTV

13 more events on this chart

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Timeline (16)

  1. July 2022

    e.l.f. Cosmetics seed · Jul 14 ’22

    e.l.f. released Halo Glow Liquid Filter for public purchase online.[1][17]

    E.L.F. Cosmetics Halo Glow Liquid Filter
    Open the first post ↗

  2. Kelly Strack / Mikayla Nogueira platform jump · Week of Jul 15, 2022

    Kelly Strack (July 15) and Mikayla Nogueira (July 19) posted dupe comparisons.[2][4][3][5]

    #greenscreen new @elfyeah halo glow liquid filter is incredible omg 😍 #fyp #makeup #beauty #dupe #makeupdupes

  3. Kelly Strack platform jump · Jul 16 ’22

    Kelly Strack published a YouTube comparison and wear test with an affiliate shopping link.[18]

    ELF COMING FOR CHARLOTTE TILBURY WITH A FLAWLESS FILTER DUPE??? #dupe #makeup #beauty #flawlessfilter
Changelogupdated Oct 16 ’26
  1. 2026-10-16Revised 9 numbers
  2. 2026-10-13Added 10 sources · Archived 12 sources · Revised 17 numbers · Added 5 evidence checks · Score 44 → 45
  3. 2026-10-12Added: 16 events, 28 sources · Score 44
Origin
Mixed
Sector
Beauty & personal care
Region
US
Reported figure
—
Evidence
Grade B

Spread the same way

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60
When @Mikayla Nogueira says the e.l.f. x Dunkin collection is literally iconic 😩💋 #elfxdunkin #elfcosmetics

5B impressions

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54
Current Kylie Cosmetics Matte Lip Kit with liquid lipstick and matching lip liner.

15K sold

Rare Beauty Soft Pinch Tinted Lip Oil

Retail · 2023

44
Serenity| Rare Beauty's Soft Pinch Tinted Lip Oil in shade "Serenity".

11.2K sold

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40
Drunken Dumpling on Instagram: "Stay tuned to our reopening!!! 🥢"

25 sold

New cases, every week

How the next thing spread, the week it does.

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Free account, every case's full spread.

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Google searchesMay ’22AugDecApr ’23OctApr ’24OctApr ’25JunOctJul ’26DecPeakOpen webTikTokYouTubePressRetailTV
Open webTikTokYouTubePressRetailTV

13 more events on this chart

Join free to see them

  1. July 2022

    e.l.f. Cosmetics seed · Jul 14 ’22

    e.l.f. released Halo Glow Liquid Filter for public purchase online.[1][17]

    E.L.F. Cosmetics Halo Glow Liquid Filter
    Open the first post ↗

  2. Kelly Strack / Mikayla Nogueira platform jump · Week of Jul 15, 2022

    Kelly Strack (July 15) and Mikayla Nogueira (July 19) posted dupe comparisons.[2][4][3][5]

    #greenscreen new @elfyeah halo glow liquid filter is incredible omg 😍 #fyp #makeup #beauty #dupe #makeupdupes

  3. Kelly Strack platform jump · Jul 16 ’22

    Kelly Strack published a YouTube comparison and wear test with an affiliate shopping link.[18]

    ELF COMING FOR CHARLOTTE TILBURY WITH A FLAWLESS FILTER DUPE??? #dupe #makeup #beauty #flawlessfilter

  1. commercial · Jul 19 ’22

  2. platform jump · Jul 26 ’22

Join free to see the other 13 events and the full chart. Free, on every case.

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Why it worked

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