e.l.f. Cosmetics

e.l.f. Beauty is a dynamic American cosmetics company based in Oakland, California, known for its commitment to making the best of beauty accessible to every eye, lip, and face. Founded in 2004 by Joseph Shamah and Scott Vincent Borba, the company originally launched as an e-commerce business with a revolutionary value proposition: high-quality cosmetics at an extraordinary price point. Over the years, e.l.f. (which stands for Eyes, Lips, Face) has evolved into a multi-brand portfolio that includes e.l.f. Cosmetics, e.l.f. SKIN, Well People, Keys Soulcare, and Naturium. The company is recognized for its digital-first strategy, rapid innovation cycles, and ability to engage with consumers through authentic and disruptive marketing campaigns.

The organization prides itself on being a 'bold disruptor with a kind heart,' emphasizing inclusivity and ethical practices. All products across its brands are 100% vegan, cruelty-free, and Fair Trade Certified, reflecting a deep commitment to animal welfare and social responsibility. e.l.f. Beauty operates with a unique high-performance team culture, where every employee is an equity owner, aligning their interests with the company's long-term success. With a presence in major retailers like Target, Walmart, and Ulta Beauty, as well as a strong direct-to-consumer platform, e.l.f. Beauty continues to challenge industry norms and expand its global footprint while maintaining its core mission of democratizing beauty.