E.l.f. Cosmetics, founded in 2004 in Oakland, California, is a pioneering American brand known for its affordable, high-quality beauty products, including makeup and skincare, while emphasizing inclusivity and accessibility through vegan and cruelty-free options, innovative online engagement, and a commitment to celebrating the beauty of every individual.

E.l.f. is recognized for its innovative approach, utilizing clean and cruelty-free formulations while excluding over 2,500 harmful ingredients from its products. With a strong online presence and a community of over two million members, e.l.f. Cosmetics continues to disrupt the beauty industry by providing premium quality at extraordinary prices, empowering individuals to express their unique beauty without compromise.

E.l.f. Cosmetics has achieved remarkable success in the cosmetics industry by leveraging a savvy digital marketing strategy that includes aggressive social media engagement, innovative campaigns, and a strong focus on affordability and inclusivity, resulting in consistent sales growth and a loyal customer base among Gen Z and millennials.