# e.l.f. Halo Glow Liquid Filter

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

- Owner: e.l.f. Cosmetics
- Kind: Product
- Sector: Beauty & personal care
- Seed date: 2022-07-14
- Peak date: Week of Feb 12, 2024
- Date basis: Dates use the stated precision; chart positions are date anchors.
- Spread Score: 45 (Notable, provisional), v1.2
- Mechanics: Dupe economy, Scarcity drop, Sell-out loop, Press loop, Platform jump, Visible in use

## Summary

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.

## Timeline

- 2022-07-14 — e.l.f. Cosmetics (Open web) — e.l.f. released Halo Glow Liquid Filter for public purchase online.
- Week of Jul 15, 2022 — Kelly Strack / Mikayla Nogueira (TikTok) — Kelly Strack (July 15) and Mikayla Nogueira (July 19) posted dupe comparisons.
- 2022-07-16 — Kelly Strack (YouTube) — Kelly Strack published a YouTube comparison and wear test with an affiliate shopping link.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/developers).

Canonical URL: https://howitspread.com/cases/elf-halo-glow-liquid-filter

Cite as: How It Spread (2026). “e.l.f. Halo Glow Liquid Filter.” Case HIS-00143. Spread Score v1.2: 45/100. Updated 2026-10-13. https://howitspread.com/id/HIS-00143