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© 2025 e.l.f. Beauty All Rights Reserved

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Brands

We make the best of beauty accessible to every eye, lip and face.  

Change makers. Industry shakers.

Background
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Our journey

The story of a beauty brand turned bold challenger.


  • 2025
  • 2024
  • 2023
  • 2022
  • 2021
  • 2020
  • 2019
  • 2018
  • 2017
  • 2016
  • 2015
  • 2014
  • 2012
  • 2010
  • 2007
2004

2025

2025 overview

rhode joins the e.l.f. Beauty family.

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2024 overview
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Breaking a billion, baby.

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e.l.f. Beauty turns 20!

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2023 overview
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Naturium joins the fam.

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e.l.f. Beauty moves across the pond.

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e.l.f. Cosmetics First-Ever Commercial Debuting at The Big Game

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2022 overview

e.l.f. SKIN enters the scene.

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eyes. lips. Fair Trade Certified™.

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e.l.f. glows all out with the new Halo Glow collection.

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2021 overview

e.l.f. launches America's #1 Primer, Power Grip.

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e.l.f. x Chipotle team up for a 'bowl'-d collab.

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2020 overview

Well People joins the e.l.f. Beauty family.

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Keys Soulcare

Keys Soulcare is born.

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2019 overview
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Our music video breaks the e.l.f.ing internet.

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e.l.f. Camo franchise drops and becomes an instant hit.

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Project Unicorn cuts down on excess packaging.

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2018 overview
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Landing the Ulta-mate beauty partnership.

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Putty Primer hits the market.

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2017 overview

e.l.f. Cosmetics hits $270M in net sales.

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2016 overview
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e.l.f. Beauty enters the NYSE as ELF.

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2015 overview
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e.l.f. opens its first international office in Shanghai.

2014 overview

Tarang P. Amin joins e.l.f. as CEO.

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2012 overview
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Making mega moves into new retailers across the country.

2010 overview
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e.l.f. launches 
in 700 Targets nationwide.

2007 overview

Boom. We're a multi-million dollar company.

2004 overview
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Beauty's bold disruptor is born.

Frequently Asked Questions

e.l.f. Beauty's family of brands consists of e.l.f. Cosmetics, e.l.f. SKIN, e.l.f. Hair, rhode, Naturium, and Well People.

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