American beauty brand known for its affordable, trend-driven cosmetics and 100% vegan, cruelty-free formulations.
ORIGIN
United States
PRICE TIER
affordable
Founded in 2004 in Oakland, California, by Joseph Shamah and beauty-industry veteran Scott Vincent Borba, e.l.f. Cosmetics (Eyes Lips Face) was built on the premise of making high-quality beauty accessible to everyone. The brand disrupted the market with its original $1 price points and has since evolved into a powerhouse of affordable, trend-driven cosmetics and skincare. Known for its rapid product innovation and agile manufacturing model, e.l.f. frequently delivers highly sought-after alternatives to prestige products, capturing the attention of Gen Z and millennial consumers.