e.l.f. Cosmetics
Budget“Eyes. Lips. Face.”
e.l.f. Cosmetics was founded in 2004 by Joseph Shamah and Scott-Vincent Borba in New York, built on the radical idea that prestige-quality makeup could be sold direct-to-consumer for one dollar. The original $1 lipsticks and brushes turned into a viral hit on early e-commerce, and a 2008 Target partnership pushed the brand from internet curiosity into mass-market dominance. e.l.f. is now publicly traded (NYSE: ELF), the most-followed beauty brand on TikTok, and has crossed the $1 billion annual sales mark.
The modern e.l.f. lineup is built around viral, dupe-friendly heroes: Halo Glow Liquid Filter (the Charlotte Tilbury Hollywood Flawless Filter dupe), Power Grip Primer (a Milk Hydro Grip alternative), Putty Primer, Camo Foundation, Glossy Lip Stain, and Brow Lift. The brand is cruelty-free, vegan-friendly, and aggressively price-anchored — every hero product is positioned as a Sephora-prestige formula at drugstore pricing, which is exactly what has made e.l.f. the most-cited dupe brand on TikTok and the engine behind much of Gen Z's makeup discovery.
Known For
Flagship Products
- Halo Glow Liquid Filter
- Power Grip Primer
- Putty Primer
- Camo Concealer
- Glossy Lip Stain
Brand Philosophy
Prestige-quality makeup at drugstore prices — cruelty-free, vegan-friendly, and built to be the dupe answer to viral high-end heroes.
FAQ
For Brands & Creators
VerifiedPublic collaboration and press contact channels for e.l.f. Cosmetics. Researched from official brand sources — always confirm before sending.
- Website
- www.elfcosmetics.com
- General inquiries
- [email protected]
- Press & PR
- [email protected]
- Phone
- +1-212-239-1530
- Contact form
- Open form
- HQ address
- Oakland, CA 94607 USA
- Sold at
- UltaTargetWalmartCVSWalgreensAmazon USBrand.comBootsSuperdrugShoppers Drug Mart
Press contact [email protected] confirmed on the parent company's official Buzz/media page. Customer service email ([email protected]), partnerships ([email protected]), and phone are reported across official corpcomms collateral; elfcosmetics.com Contact page returned truncated content this pass. e.l.f. Beauty parent IR: [email protected]. Affiliate via Rakuten. Public co. Alt: Samantha (Sam) Critchell, VP Corporate Communications (https://www.linkedin.com/in/samantha-melissa-critchell1016/). Press alias [email protected]. e.l.f. Beauty corporate HQ in Oakland; NYC office at 16 W 22nd Street, 4th Floor, NY 10010.