e.l.f. Cosmetics

e.l.f. Cosmetics, Inc. is an American cosmetics brand founded in 2004 by Joseph Shamah and Scott Vincent Borba. Headquartered in Oakland, California, the company is known for offering a wide range of affordable beauty products, including bath and skincare items, mineral-based makeup, professional tools, eyeliners, lipsticks, glosses, blushes, bronzers, brushes, and mascaras. The brand's mission is to make high-quality beauty products accessible to everyone. e.l.f. Cosmetics prides itself on being 100% vegan and cruelty-free, ensuring that none of its products are tested on animals. Additionally, the company avoids using harmful ingredients such as phthalates, parabens, nonylphenol ethoxylates, triclosan, triclocarban, and hydroquinone in its formulations. e.l.f. Cosmetics has built a reputation for being a bold disruptor in the beauty industry, offering innovative products at affordable prices. The brand's commitment to inclusivity and accessibility is reflected in its diverse product range, catering to various skin tones and types. e.l.f. Cosmetics also emphasizes community engagement, often incorporating customer feedback into its product development process. The company has gained a loyal following thanks to its high-quality, budget-friendly products and its dedication to ethical practices. e.l.f. Cosmetics continues to expand its product line and reach, making beauty accessible to all without compromising on quality or values.