Brands

We make the best of beauty accessible to every eye, lip and face. To encourage self expression, empower others and embody our ethics.

Fair Trade Certified™

e.l.f. Clean

Premium quality

Cruelty-free

Fair Trade Certified™

e.l.f. Clean

Premium quality

Cruelty-free

Fair Trade Certified™

e.l.f. Clean

Premium quality

Cruelty-free

Fair Trade Certified™

e.l.f. Clean

Premium quality

Cruelty-free

Fair Trade Certified™

e.l.f. Clean

Premium quality

Cruelty-free

Fair Trade Certified™

e.l.f. Clean

Premium quality

Cruelty-free

Our brands

Change makers. Industry shakers.

Our journey

The story of a beauty brand turned bold challenger. 

2024

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Breaking a billion, baby.

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e.l.f. Beauty turns 20!

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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

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.

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.

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

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Keys Soulcare is born.

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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.

Project Unicorn cuts down on excess packaging.

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Landing the Ulta-mate beauty partnership.

Putty Primer hits the market.

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

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

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

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

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Making mega moves into new retailers across the country.

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

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

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Beauty's bold disruptor is born.

KEEP THE E.L.F. UP