e.l.f. Beauty (NYSE: ELF) is an American cosmetics company known for offering an extensive range of affordable, trend-driven makeup and skincare products. The company’s portfolio spans foundations, lipsticks, mascaras, brushes, serums, masks and other beauty essentials, all positioned at accessible price points. e.l.f. Beauty maintains a direct-to-consumer platform through its e-commerce site and engages in widespread retail partnerships with major chains such as Target, Walmart, Ulta Beauty and Amazon.
Founded in 2004 and headquartered in Oakland, California, e.l.f. Beauty has built its brand around the mantra of delivering “premium quality at wallet-friendly prices.” After more than a decade of growth in the U.S. market, the company completed its initial public offering in July 2016, trading on the New York Stock Exchange under the ticker symbol ELF. Since going public, e.l.f. Beauty has expanded both its product offering and geographic reach.
Today, e.l.f. Beauty serves customers in North America, Europe, Asia and select international markets, leveraging a combination of owned retail channels, third-party e-commerce platforms and brick-and-mortar partnerships. The company regularly introduces new collections and limited-edition launches, staying attuned to social media and influencer trends to drive product innovation and consumer engagement.
Under the leadership of President and Chief Executive Officer Tarang Amin, who was appointed in 2018, e.l.f. Beauty continues to pursue growth through both internal development and strategic acquisitions, including the addition of niche skincare brands. The management team emphasizes operational efficiency, digital marketing, and sustainability initiatives as core pillars of the company’s long-term strategy.