e.l.f. Cosmetics: from $1 makeup to a billion-dollar beauty disruptor
e.l.f. Cosmetics—short for Eyes, Lips, Face—has transformed from a scrappy $1 makeup startup into one of the most successful mass-market beauty brands in the United States. Known for delivering high-quality, trend-driven products at accessible prices, the company champions inclusivity, clean formulas, and ethical practices. Under the parent company e.l.f. Beauty, Inc. (NYSE: ELF), it has become a cultural force, especially among younger consumers, while expanding far beyond its original cosmetics roots.
Humble beginnings
Founded in June 2004 in New York City by Joseph Shamah (then a 23-year-old NYU business student) and Scott Vincent Borba (a beauty industry veteran who … Continue