e.l.f. Beauty, Inc.

e.l.f. Beauty develops and markets cosmetics and skincare products across multiple brands with global distribution. The company's core offering spans eye, lip, face, and skincare categories, with product lines including e.l.f. Cosmetics, e.l.f. Skin, Well People, Naturium, and Keys Soulcare. Founded in 2004 and rebranded as e.l.f. Beauty in 2016, the company operates from its headquarters in Oakland, California.

The business operates through both retail partnerships with national and international retailers and direct-to-consumer channels via e-commerce. This dual distribution approach provides access to mass-market retailers while maintaining direct consumer relationships through owned digital platforms. The company maintains a workforce of 633 full-time employees supporting product development, manufacturing oversight, marketing, and sales operations across its portfolio.

e.l.f. Beauty maintains a presence in multiple geographic markets worldwide, serving consumers through established retail networks and online sales infrastructure. The product portfolio spans multiple price points and consumer demographics, with distinct brands positioned to address different market segments within the beauty category.