E.l.f. Beauty is an American cosmetics business in Oakland, California. The main brand, E.l.f. Cosmetics, was founded by Joseph Shamah and Scott Vincent Borba in 2004. Items include bath and skincare products, mineral-based makeup, professional tools, eyeliners, lipstick, glosses, blushes, bronzers, brushes and mascara.
According to the company, its products are 100% cruelty-free and it supports PETA's no fur campaign. Over half the company's sales come from its website, which doubles as a social networking site with over two million members
With the addition of "clean-beauty" brand W3LL PEOPLE and launch of the lifestyle beauty brand Keys Soulcare created with Alicia Keys, E.l.f. Beauty continues to strategically expand its portfolio with brands that supports its purpose and values.
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