All Brands Owned by e.l.f. Beauty, Inc.

What does e.l.f. Beauty own?

e.l.f. Beauty owns five brands: e.l.f. Cosmetics (affordable makeup, number one by units in US cosmetics), e.l.f. SKIN (affordable skincare), rhode (prestige skincare and beauty brand founded by Hailey Bieber, acquired in August 2025 for $800 million plus earnout), Naturium (high-performance skincare, acquired in 2023 for approximately $355 million), and Well People (clean beauty brand). Keys Soulcare was transferred back to founder Alicia Keys in 2026.

Is e.l.f. Beauty publicly traded?

Yes. e.l.f. Beauty, Inc. is listed on the New York Stock Exchange under ticker ELF. The company went public in 2016 through an initial public offering. As of May 2026, there were approximately 59.4 million shares outstanding. The company has a dispersed shareholder base with institutional investors holding the majority of shares. The market capitalisation is approximately $9.7 billion.

Who founded e.l.f. Beauty?

e.l.f. Beauty was founded in 2004 by Joseph Shamah and Scott Borba in Oakland, California. The company name "e.l.f." stands for "eyes, lips, face." The founders recognised an opportunity to provide high-quality cosmetics at affordable prices, launching as an e-commerce brand with products priced as low as $1. The founders no longer hold significant stakes in the company.

Where is e.l.f. Beauty headquartered?

e.l.f. Beauty is headquartered in Oakland, California, USA. The company has an additional office in New York and employs approximately 735 people across 22 countries, including the United States, India, the United Kingdom, China, and Canada. Distribution centres are located in Ontario, California.

What is e.l.f. Beauty's annual revenue?

e.l.f. Beauty reported $1,636.5 million in net sales for FY2026 (ended March 31, 2026), up 25% from $1,313.5 million in FY2025. Adjusted EBITDA was $335.2 million (20% of net sales). GAAP net income was $26.3 million, impacted by acquisition costs and contingent consideration adjustments. Adjusted net income was $185.9 million with adjusted diluted EPS of $3.13. For FY2027, the company projects net sales of $1,835 to $1,865 million.

What is the rhode acquisition?

In May 2025, e.l.f. Beauty signed a definitive agreement to acquire rhode, a lifestyle beauty brand founded by Hailey Bieber, for $800 million at closing ($600 million cash and $200 million in stock) plus up to $200 million in earnout. The acquisition closed on 5 August 2025. rhode's LTM net sales were approximately $212 million at acquisition. The acquisition marked e.l.f. Beauty's entry into the prestige beauty channel through Sephora. In FY2026, rhode recorded a $57.6 million fair value adjustment to contingent consideration due to revenue outperformance.

What is the Muddy Waters report about?

In November 2024, Muddy Waters Research published a report alleging that e.l.f. Beauty had materially overstated revenue over the past three quarters and that reported inventory was materially inflated. The report accused the company of concealing inventory challenges from investors. A securities fraud class action lawsuit was subsequently filed, and in February 2026, the court partially denied the company's motion to dismiss, finding that CEO Tarang Amin's statements on CNBC's Mad Money were plausibly misleading. The case is ongoing.