About Us

e.l.f. was founded
in 2004 with a
simple mission:

make luxurious, high-quality beauty products available to everyone. Since then, we’ve become one of the fastest growing beauty companies in the United States.

We Believe in Luxury for All

We Believe in Luxury for All

Innovative products. Affordable prices. Inspired by you.

We Love Beauty

We Love Beauty

We hustle hard to get the latest trends into your makeup bag at irresistible price-points so every beauty enthusiast can play beautifully.

We Listen

We Listen

We love reading your product reviews because it helps us understand what products you think are awesome, what to tweak, and what you want next.

We Believe You Deserve More

We Believe You Deserve More

To express yourself more without breaking the bank. You’re our stars and we love seeing how you give our products life with your imagination.

e.l.f. is available everywhere you are with the #1 mass cosmetics e-commerce site, free standing elf stores in New York, New Jersey and California with new locations launching every year, and distribution across top national retailers including Target, Walmart, Ulta and CVS.