e.l.f. Beauty, Inc.

American cosmetics company founded in 2004, known for affordable vegan and cruelty-free makeup, headquartered in Oakland, California.

e.l.f. Beauty was founded in 2004 by Joseph Shamah and Scott Borba in Oakland, California. The founders recognized an opportunity to provide high-quality cosmetics at affordable prices. The company name "e.l.f." stands for "eyes, lips, face," representing the company's focus on makeup products.

The company launched as an e-commerce brand, selling products directly to consumers through its website. e.l.f. Beauty gained traction through social media marketing and influencer partnerships. The company expanded its product portfolio to include a wide range of makeup products at low price points.

In 2016, e.l.f. Beauty went public through an initial public offering on the New York Stock Exchange under ticker ELF. The IPO raised approximately $150 million. The company used the capital to expand its distribution and product portfolio. e.l.f. Beauty expanded into retail distribution through partnerships with major retailers.

The company continued to grow through the late 2010s, expanding its skincare products and international presence. e.l.f. Beauty launched e.l.f. Skin in 2019 to expand into the skincare category. The company also expanded its presence in international markets including Canada, the United Kingdom, and Australia.

Recent strategic direction has focused on product innovation and international expansion. e.l.f. Beauty has invested in new product development and expanded its presence in international markets. The company has also focused on sustainability initiatives including packaging and ingredient sourcing. e.l.f. Beauty continues to innovate in affordable cosmetics and skincare.