e.l.f. (cosmetics)
American cosmetics brand / From Wikipedia, the free encyclopedia
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.[5] Items include bath and skin-care products, mineral-based makeup, professional tools,[4] eyeliners, lipstick, glosses,[6][7] blushes, bronzers, brushes, and mascara, among others.[8]
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Company type | Public |
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Industry | Cosmetics |
Founded | June 2004; 20 years ago (2004-06) |
Founders |
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Headquarters | Oakland, California, U.S. |
Area served | Worldwide |
Key people |
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Products | Makeup, bath products, skin-care products |
Revenue | ![]() |
Total equity | US$20 million (2008)[4] |
According to the company, its products are 100% cruelty-free, and it supports PETA's no fur campaign.[9] e.l.f. Cosmetics' products have been reviewed in Glamour, Allure, Self,[7] InStyle, and Good Housekeeping,[2] and are sold in 17 countries, and in several stores including Target,[10] Kmart,[7] Dollar General,[5] and Walmart.[8] Over half the company's sales come from its website, which doubles as a social networking site with over two million members.[11]