American brand e.l.f. Cosmetics was founded in 2004 in New York. Its creators wanted to launch a line of high-quality, but inexpensive women's cosmetics, the price of most of the cosmetic products offered by the brand was $1, $3, or $6, a similar pricing policy the brand adheres to now.
The company started with only 13 makeup products, but has since developed more than 300 products that include bath products, skin-care products, mineral-based makeup, professional tools, eyeliners, lipstick, glosses, blushes, bronzers, brushes, mascara, and many more. Most items cost $3. The variety of e.l.f. products allows the company to target a demographic with a broad age range, from teenagers to women in their 40s and 50s.
The company carries different product lines, which include e.l.f. Studio, e.l.f. Minerals, and e.l.f. Essentials.
- e.l.f. Studio - makeup line includes professional makeup for professional makeup artists and consumers.
- e.l.f. Minerals - consists of makeup made out of natural minerals.
- e.l.f. Essentials - includes "every-day" makeup supplies at lower prices, in an effort to be affordable.
Over half the company's sales come from its website, which doubles as a social networking site with over two million members.
On February 3, 2014, TPG Growth bought a majority stake in e.l.f. Cosmetics. Joey Shamah was replaced by Tarang P. Amin, who has been appointed president, chief executive officer and director of e.l.f. Cosmetics.
According to the founders of the company, the task of decorative cosmetics is to emphasize the natural beauty of a woman, coming from within. By making quality cosmetics affordable, they want to emphasize that in order to look good; women do not have to spend huge amounts of money at all.
Brand Philosophy e.l.f. Cosmetics is based not only on availability but also on the safety of cosmetics. It means safety for both the end-user and the environment. e.l.f. Cosmetics opposes testing cosmetics on animals and it is expressed not only in the refusal to test its own products using animals but also in support of organizations involved in the fight for animal rights.
So, e.l.f. Cosmetics has an active partnership with PETA (People for the Ethical Treatment of Animals). In 2007, the brand supported PETA's fur-free campaign with a series of tweezers in faux leather cases. 50% of the proceeds from the sale of the tweezers were donated to PETA to fund its campaigns.
All decorative cosmetics e.l.f. Hypoallergenic and non-comedogenic, meaning it won't clog pores or cause blackheads or blackheads. The brand's products do not contain ingredients of animal origin. For example, instead of beeswax, its synthetic analog is used, which is completely safe for health, lanolin (wax obtained by boiling sheep wool) is also replaced by a safe analog of artificial origin. Cosmetics e.l.f. can be safely used by vegans and vegetarians.