e.l.f. Beauty

e.l.f. Beauty, founded in 2004, is a multi-brand beauty company built on making high-quality cosmetics and skincare available at drugstore prices. Its products are clean, cruelty-free (Leaping Bunny certified) and entirely vegan, formulated without ingredients such as phthalates, parabens and sulfates. The company operates primarily in the United States across the beauty, cosmetics and skincare verticals, with a particular position in mass retail.

The portfolio spans six brands: the flagship e.l.f. Cosmetics, covering eye, lip and face products; e.l.f. SKIN, Naturium and Well People in clean skincare and beauty; Keys Soulcare, a skincare and wellness brand created with Alicia Keys; and rhode. Together they account for $1 billion in net sales. e.l.f. Beauty is the second-largest mass cosmetics brand in the United States and the fastest-growing among the top five, with 28 consecutive quarters of growth and a 26-year streak of profitability.

Work inside the company touches several technical areas: cosmetic formulation, clean beauty product development, vegan and cruelty-free formulation, trend-driven beauty innovation, and brand marketing and cultural engagement. The latter is central to how the company operates; it describes an unconventional, culture-shaping marketing approach, including strategic partnerships such as that with Tottenham Hotspur FC.

The stated values are inclusivity over exclusivity and authenticity over perfection, alongside commitments to underrepresented communities, animal welfare and environmental causes. The company frames profitability and purpose as complementary: doing the right thing as good business.