What does e.l.f. Beauty do?

e.l.f. Beauty, Inc. is an American cosmetics company founded in 2004, known for its affordable and high-quality beauty products. With over $1.3 billion in annual net sales, e.l.f. has established itself as a significant player in the beauty industry by offering cruelty-free products primarily through online channels and mass retailers like Target and Walmart. The company started with a modest investment and quickly expanded its product line, which includes mineral-based makeup, skincare, and professional tools. e.l.f. Cosmetics, e.l.f. SKIN, Naturium, Keys Soulcare, Well People, and rhode are key brands under its portfolio. e.l.f. focuses on making beauty accessible, with 75% of its products priced at $10 or under. The company emphasizes inclusivity and has achieved consistent sales growth by prioritizing digital strategies and retail partnerships.