If you’ve spent any time in the beauty aisle or on TikTok skincare, you already know the name E.L.F. Cosmetics. What started as a disruptor brand with a wildly ambitious idea—make great beauty accessible to everyone—has quietly grown into a staple for makeup lovers, skincare minimalists, and budget-savvy glow chasers alike.

Whenever a brand explodes this fast, I do not assume it’s bad — but I also don’t assume it’s good. Viral skincare deserves vetting, not blind faith. So before recommending a single product, I wanted to look at Jiyu as a brand, what they’re doing right, where the red flags aren’t, and why — out of their entire line — there’s only one product I’d suggest starting with.