E.l.f.

e.l.f. Beauty, Inc. is an American cosmetics brand based in Oakland, California. It was founded by Joseph Shamah and Scott Vincent Borba in 2004. The company sells items include bath and skin-care products, mineral-based makeup, professional tools, eyeliners, lipstick, glosses, blushes, bronzers, brushes and mascara. Its products are sold in 17 countries and in several stores including Target, Kmart, Dollar General and Walmart. Over half the company's sales come from its website, which is also as a social networking site with over two million members.

e.l.f. (short for EyesLipsFace) Cosmetics was founded by Joseph Shamah and businessman Scott-Vincent Borba in June 2004, with the assistance of Shamah's father, Alan. The duo originally met at a party in 2002; Shamah was a 23-year-old New York University business student. Borba previously launched brands such as Hard Candy cosmetics.

On February 3, 2014, TPG Growth bought a majority stake in e.l.f. Cosmetics. Joey Shamah was replaced by Tarang P. Amin, who "has been appointed president, chief executive officer and director of e.l.f. Cosmetics."

In August 2023, it was announced e.l.f. had acquired the West Hollywood-headquartered skin-care brand, Naturium for $355 million. The acquisition was final in October 2023.

In April 2025, a British professional auto racing driver Katherine Legge, supported by E.l.f. Cosmetics, will compete in at least seven NASCAR National Series events in 2025, including a return to the NASCAR Cup Series in Mexico City on June 15. This partnership continues E.l.f.'s trailblazing presence in motorsports, following their role as the first beauty brand to sponsor a driver and activate at the Indianapolis 500.

In May 2025, E.l.f. Cosmetics became the first beauty sponsor of the National Women’s Soccer League (NWSL) in a three-year deal starting with the NWSL Challenge Cup. The partnership includes a talent development initiative, the “Glow for Glory Contest,” and content collaboration with Footballco. It aims to support young female athletes and promote leadership through sports.

E.l.f. announced on May 28, 2025 that it intends to acquire Rhode, Hailey Bieber's beauty brand, for up to $1 billion. The acquisition was completed in August.

The company started with only 13 makeup products, but has since developed more than 300 products that include bath products, skin-care products, mineral-based makeup, professional tools, eyeliners, lipstick, glosses, blushes, bronzers, brushes, mascara, and many more. Most items are considered affordable, with an average retail price of $9. The variety of e.l.f. products allows the company to target a demographic with a broad age range, from teenagers to women in their 40s and 50s. According to the company, all its products are vegan and free of animal testing. The company supports PETA's no fur campaign and has been reviewed in Glamour, Allure, Self, InStyle, and Good Housekeeping.