E.l.f. Cosmetics is an American cosmetics brand based in Oakland, California, 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.
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