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Ethos

Our persona

Our mission

Our purpose

We stand with every eye, lip, face, paw and fin.

  • Encourage self expression

    We celebrate diversity and make the best of beauty accessible.

  • Embody our ethics

    We strive to do the right thing for people, the planet and our furry and finned friends.

  • Empower others

    We provide equal opportunities for growth and success.

Our values

Our values

We're purpose-led and results-driven.

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  • Delight our community.

    Our community inspires and informs everything we do. We include, encourage and celebrate every eye, lip and face.

  • Do the right thing.

    In our actions and words, we lead with honesty and integrity. We stand up for what we believe and use our platform to make a positive difference.

  • Embrace change.

    Experimentation is fundamental to our growth. We fearlessly and bravely conquer new frontiers because we believe anything is e.l.f.ing possible.

  • Execute with quality and speed.

    Our community knows us by what they see, touch and experience. We are passionate about doing things well and at e.l.f. speed.

Our superpowers

Our superpowers

We do right by our people and our planet.

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  • a star icon

    Premium quality

    We have the unique ability to deliver better-than-prestige
holy grails.

  • a tag icon with a dollar sign

    Extraordinary prices

    Our jaw-dropping value is the ultimate e.l.f. OMG.

  • a world icon

    Universal appeal

    We are for every eye,
lip and face.

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    Easily accessible

    We make the best of beauty accessible.

  • e.l.f. clean check mark

    e.l.f. clean

    We exclude 2,500+ ingredients from our formulas to exceed FDA and EUCR restrictions. The FDA only restricts 11 ingredients.

  • a paw icon

    Cruelty free

    We are proudly 100% cruelty free worldwide.

  • a fair trade logo

    Fair Trade Certified™

    Over 700 of our SKUs, representing more than >85% of our products are made in Fair Trade Certified™ facilities.

Our exec team

Our exec team

The fearless leaders of this rocketship.

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Meet our Board of Directors