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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.

For more news about E.l.f. Beauty, see our related stories below company information.

Company Information
Annual Sales:
$578.8 million (2023)
Segments / Shopping Categories:
Skincare; Makeup; Accessories; Bath; Body
Company Size (No. of Employees):
Group Companies:
E.l.f. Cosmetics; E.l.f. Skin; W3LL PEOPLE; Keys Soulcare
Payment Methods:
Debit card; Credit card; American Express; PayPal; Clearpay
Head Office Address:
570 10th Street Oakland, California 94607
Head Office Telephone:
+1 212 239 1530
PR Company:

E.l.f. Beauty handles PR internally for most projects and brands

Joseph Shamah & Scott Borba
Chief Executive:
Tarang Amin
Product/Trading Director:
Jessica Urhausen
Creative Director:
Ashley Rosebrook
Director of E-Commerce:
Samantha Ayala
Chief Financial Officer:
Mandy Fields
HR Director:
Mike Woginrich
Chief Marketing Officer:
Kory Marchisotto
Social Media:
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