e.l.f. Cosmetics

History and operations

e.l.f. (short for Eyes Lips Face) Cosmetics was founded by Joseph Shamah and businessman Scott-Vincent Borba in June 2004, with the assistance of Shamah's father, Alan.

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

In August 2023, the company acquired the West Hollywood-headquartered skin-care brand, Naturium, for $355 million. The acquisition was finalized in October 2023.

In April 2025, British professional auto racing driver Katherine Legge, supported by E.l.f. Cosmetics, competed in at least seven NASCAR National Series events, including a return to the NASCAR Cup Series in Mexico City in June of the same year. E.l.f. was 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 intended to acquire Rhode, Hailey Bieber's beauty brand, for up to $1 billion. The acquisition was completed in August. E.l.f. plans to expand the Rhode brand into European Sephora Stores in 2026.

History

In 2004, the company was having only partial success stocking its products in retail stores, including dollar stores. Glamour magazine wanted to feature an e.l.f. product but told the company they couldn't unless the product was nationally available for their 2 million-person readership base. e.l.f. Cosmetics at that point had a website intended as a product showcase, and that year it relaunched the site as an e-commerce site, quickly shipping out thousands of orders. Since the premiere of the new site, e.l.f. products have been featured in Glamour over seven times. The website is now the brand's primary sales vehicle and accounted for approximately 50% of all sales in 2008.

2011 Japan earthquake and tsunami

e.l.f. Cosmetics announced the "Mi & You Can Make a Difference" campaign days after the 2011 Tōhoku earthquake and tsunami disaster, which helped fund relief efforts. The program donated 5% of all online purchases to the Red Cross for Japan's crisis recovery initiative.

Products

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.

In 2011, the company carried different product lines, which include e.l.f. Studio, e.l.f. Minerals, and e.l.f. Essentials.

In 2011, e.l.f. Cosmetics had three different lines:

e.l.f. Studio – makeup line includes professional makeup for professional makeup artists and consumers.