E.l.f. Logo

E.l.f. Cosmetics, also known as Eyes Lips Face, began in Oakland, California, in June 2004. Joseph Shamah and Scott Vincent Borba co-founded the company, and it was introduced as a wallet-friendly online cosmetic brand exclusively available via its website, elfcosmetics.com.

The brand’s debut range featured various products such as eyeliners, lip glosses, mascaras, and eyeshadows, all priced at a remarkable $1 each—this extremely affordable pricing distinguished e.l.f. from other competitors in the market.

Moving forward, e.l.f broadened its horizons in 2006, reaching beyond online sales by introducing its products to brick-and-mortar retailers like Target and K-Mart. Gradually, its merchandise started gracing the shelves of major retailers, including Walmart and Ulta. The brand’s reputation for offering $1 makeup and tools attracted many younger, mainstream consumers seeking quality, affordable beauty products.

In 2010, e.l.f introduced a new studio line offering high-quality makeup brushes and other products while preserving the brand’s hallmark budget-friendly pricing. This was followed by a venture into the international market, starting with China and other parts of Asia in 2012 and Europe in 2013.

As of today, e.l.f. Cosmetics maintains its online presence and retail partnerships, providing a diverse range of makeup, skincare, and bath and body products. The brand’s ethos of offering accessible pricing remains intact. In a strategic move in 2018, e.l.f acquired W3LL People, a skincare brand, marking its further expansion into natural, clean beauty products.

Having carved its niche as one of the most successful budget-friendly cosmetics brands, e.l.f boasts a robust e-commerce presence and an expanding global community of fans.