e.l.f. Beauty, Inc.

About e.l.f. Beauty, Inc.

e.l.f. Beauty, Inc. is a California-based cosmetics and skin-care company that designs, markets and sells affordable beauty products under the e.l.f. Cosmetics, e.l.f. SKIN, W3LL PEOPLE and Keys Soulcare brands. Founded in 2004, it offers cruelty-free, vegan makeup, tools and skin-care items primarily through mass retail, e-commerce and direct-to-consumer channels in the United States and internationally. The company emphasizes value pricing, innovation and digital-first marketing to reach young, diverse consumers.