Ok, maybe my headline is not entirely true (clickbait alert!) but it does feel like it: e.l.f. is back and in a way it is new, for the first time at Superdrug stores.

I first found out about e.l.f. many years ago, at the very beginning of my blog life; the prices were super appealing and the products good. A massive hit in the US, in the UK they were only available online.

Eyes.Lips.Face. (e.l.f., you silly) fell off my radar a few years ago and getting the invitation to their launch party was like meeting an old friend. It was however, and old friend that grew up and is frankly looking quite hot.

From the range to the packaging, but mainly on quality, the brand has improved massively. It looks the part, and does the deed. And the prices are still quite unbelievable.

I have to start with the Intense Ink Eyeliner in Blackest Black (£4.50). I love a pen liner (bet you never heard me saying that, right?!).

Precise, super black and with an amazing finish and durability. Maybe the nib is a tiny bit on the soft side for me, but that in no way compromises performance. Love it.

Now, a gem: the Lip Scrub Exfoliator (£4.50). Looking like a lipstick and behaving like one (almost), just circle over the lips, massage gently and rinse to get rid of dry skin and get kissable lips.

Mine is Sweet Cherry and tastes lovely so double the joy. I’m a bit obsessed with his one.

The Nude Rose Gold eyeshadow palette (£12.50) is a little joy: super wearable shades, very compact and perfect to carry around for a day to night transformation. Pigmentation is decent and they are super soft and blendable.

The brushes are a good deal. I got a Precision Airbrush Blender powder brush (£12.50), which is packed with bristles and super soft. Their star Precision Multi Blender Massager Brush costs only £14.50. I really want to try that one!

The Natural Glow Face Palette (£9) is also a great makeup bag addition. Personally, the highlighter does not shine enough for me, but I’m not the rule.

It gives a lovely, discreet yet noticeable glow to the areas, and has that important discreet bronzer for contouring or just a healthy glow. The blusher shades – both peach – are amazing, silk and matte, just how like I like them.

The handy Baked Highlighter and Blush in Rose Gold (£5) delivers a bit more shimmer on the golden highlight front, it’s not too glittery but also on the discreet side; the blusher is the fave rosey peach shade and again, another addiction to on the go makeup bag.

Also, scrape the surface a bit before using. Only criticism is that their face powders could last longer!

The Radiant Gel Lip Tint in Dewy Berry (£5) is from their Aqua Beauty collection, and is a stain that intensifies on the lips. It does remind me a bit of lip oils, but not stick and with colour that sticks!

Not something I’d wear an awful lot, as love bold, but I see it having a place in more natural productions.

You can get the extensive and full of gems collection exclusively at Superdrug, online and at more than 200 stores around the UK from 1st June 2017. You can, of course, still buy from the e.l.f. UK site directly!