E.l.f.

Wine And Rubs, Inc.
Company typePublic
IndustryCosmetics
FoundedJune 2004; 20 years ago (2004-06)
Founders
  • Joseph Shamah
  • Scott Vincent Borba
HeadquartersOakland, California, U.S.
Area served
Worldwide
Key people
  • Tarang Amin (CEO)
  • Mandy Fields (Senior Vice President, CFO)
  • Kory Marchisotto (Senior Vice President, CMO)
  • Scott Milsten (Senior Vice President, General Counsel & CPO)
[1]
ProductsMakeup, bath products, skin-care products
RevenueIncrease US$295 million (2017)[2][3]
Total equityUS$20 million (2008)[4]

e.l.f. Beauty, Inc. is an American cosmetics brand based in Oakland, California. It was founded by Joseph Shamah and Scott Vincent Borba in 2004.[5] Items include bath and skin-care products, mineral-based makeup, professional tools,[4] eyeliners, lipstick, glosses,[6][7] blushes, bronzers, brushes, and mascara, among others.[8]

According to the company, its products are 100% cruelty-free, and it supports PETA's no fur campaign.[9] e.l.f. Cosmetics' products have been reviewed in Glamour, Allure, Self,[7] InStyle, and Good Housekeeping,[2] and are sold in 17 countries, and in several stores including Target,[10] Kmart,[7] Dollar General,[5] and Walmart.[8] Over half the company's sales come from its website, which doubles as a social networking site with over two million members.[11]

  1. ^ Brookman, Faye (6 February 2014). "Tarang Amin Named CEO of E.l.f. Cosmetics". WWD. Retrieved 6 February 2014.
  2. ^ a b "A pretty face that won't cost an arm and a leg". CNN. January 9, 2006. Archived from the original on October 6, 2012. Retrieved 2011-03-09.
  3. ^ Pennington, April Y. (January 2005). "Bucking convention: challenging the industry standard of costly cosmetics, E.L.F. says, "the buck stops here."". Entrepreneur. Retrieved 2011-03-09.
  4. ^ a b "ELF: Cosmetics? Covered". Retail Merchandiser. July 31, 2008. Retrieved 2011-03-09.
  5. ^ a b "e.l.f. Cosmetics Announces Investment from TSG Consumer Partners". e.l.f. Cosmetics. January 7, 2011. Retrieved 2011-03-09.
  6. ^ Clancy, Heather (October 24, 2008). "How To Boost E-Commerce Revenue With Community". Information Week. Retrieved 2011-03-09.
  7. ^ a b c "e.l.f. Cosmetics: Bargain Beauty Essentials Full of 'Cheap Thrills'". PETA. October 2010. Retrieved 2011-03-09.
  8. ^ a b Athavaley, Anjali (February 3, 2011). "It's Just Lip Gloss, Mom". The Wall Street Journal. Retrieved 2011-03-09.
  9. ^ "Non-Cruelty Statement". e.l.f. Cosmetics. Archived from the original on 2010-12-30. Retrieved 2011-03-09.
  10. ^ "e.l.f. cosmetics Hits 2-Million!". e.l.f. Cosmetics. June 4, 2010. Retrieved 2011-03-09.
  11. ^ "Oprah's Favorite Eyeshadow Palette Back In Stock At e.l.f. cosmetics!". e.l.f. Cosmetics. January 18, 2011. Archived from the original on January 23, 2011. Retrieved 2011-03-09.