e.l.f. Beauty, Inc., together with its subsidiaries, provides cosmetic and skin care products under the e.l.f. Cosmetics, e.l.f. Skin, Well People, and Keys Soulcare brand names worldwide. The company offers eye, lip, face, face, paw, and skin care products. It sells its products through national and international retailers and direct-to-consumer channels, which include e-commerce platforms in the United States, and internationally primarily through distributors. The company was formerly known as J.A. Cosmetics Holdings, Inc. and changed its name to e.l.f. Beauty, Inc. in April 2016. e.l.f. Beauty, Inc. was founded in 2004 and is headquartered in Oakland, California.
e.l.f. Cosmetics was founded in 2004 by makeup artist Joey Shamah and beauty expert Scott Vincent Borba. The name stands for eyes, lips, and face, which are the three main areas the product line focuses on. Over the years, the company has grown into an international cosmetics brand offering over 1000 beauty products worldwide. In 2016, the brand was acquired by the investment firm TPG Growth.
Our mission is to inspire and empower individuals around the world to express their unique beauty. We strive to create high-quality and innovative products that are accessible to everyone.
We believe that beauty should be inclusive of all. We are committed to innovating new products and services so that everyone has the opportunity to express themselves without boundaries.
Ms. Kory A. Marchisotto (Sr. VP, Chief Marketing Officer & Pres of Keys Soulcare)
Melinda Fried (Head of Corp. Communications)
Ms. Kristina Casey Katten (VP of Investor Relations)
Mr. Scott K. Milsten (Chief People Officer, Sr. VP, Gen. Counsel & Corp. Sec.)
Ms. Jennie Laar (Sr. VP & Chief Commercial Officer)
Recognition and Awards
e.l.f. has been recognized for many awards, including the Allure Best of Beauty Award, the Good Housekeeping Beauty Award, the British Glamour Best Mascara Award, the InStyle Best Makeup Primer Award, and the Teen Vogue Breakout Brand Award.