E.L.F. BEAUTY

About E.L.F. BEAUTY

E.L.F. Beauty, Inc. is an American cosmetics company founded in 2004 and based in Oakland, California. Initially launched as an online direct-to-consumer brand, E.L.F. disrupted the market with its affordable cosmetics priced at $1. The company has since expanded its product offerings and retail presence, establishing itself as a leading mass-market beauty brand in the U.S. E.L.F. focuses on providing accessible, cruelty-free beauty products that cater to diverse consumers, particularly millennials. Its product range includes color cosmetics, skincare, professional tools, and bath products. The company emphasizes inclusivity and affordability, appealing to value-conscious consumers. E.L.F. has also engaged in strategic acquisitions, including the skincare brand Naturium and an upcoming acquisition of Hailey Bieber’s beauty brand, Rhode. With a strong digital presence and innovative marketing partnerships, E.L.F. continues to reinforce its position as a leader in the cosmetics industry.