American cosmetics brand
Wine And Rubs, Inc. Company type Public Industry Cosmetics Founded June 2004; 20 years ago (2004-06 ) Founders Joseph Shamah Scott Vincent Borba Headquarters Oakland, 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] Products Makeup , bath products, skin-care productsRevenue US$ 295 million (2017)[ 2] [ 3] Total equity US$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]
^ Brookman, Faye (6 February 2014). "Tarang Amin Named CEO of E.l.f. Cosmetics" . WWD. Retrieved 6 February 2014 .
^ 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 .
^ 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 .
^ a b "ELF: Cosmetics? Covered" . Retail Merchandiser. July 31, 2008. Retrieved 2011-03-09 .
^ a b "e.l.f. Cosmetics Announces Investment from TSG Consumer Partners" . e.l.f. Cosmetics. January 7, 2011. Retrieved 2011-03-09 .
^ Clancy, Heather (October 24, 2008). "How To Boost E-Commerce Revenue With Community" . Information Week . Retrieved 2011-03-09 .
^ a b c "e.l.f. Cosmetics: Bargain Beauty Essentials Full of 'Cheap Thrills' " . PETA . October 2010. Retrieved 2011-03-09 .
^ a b Athavaley, Anjali (February 3, 2011). "It's Just Lip Gloss, Mom" . The Wall Street Journal . Retrieved 2011-03-09 .
^ "Non-Cruelty Statement" . e.l.f. Cosmetics. Archived from the original on 2010-12-30. Retrieved 2011-03-09 .
^ "e.l.f. cosmetics Hits 2-Million!" . e.l.f. Cosmetics. June 4, 2010. Retrieved 2011-03-09 .
^ "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 .