e.l.f. Cosmetics

e.l.f. Cosmetics launched in Oakland, California, in 2004 with a mission to democratize beauty through accessible pricing and ethical standards. Co-founders Joseph Shamah and Scott-Vincent Borba established the brand as an acronym for its core categories: eyes, lips, and face. The company quickly gained traction by offering high-quality vegan and cruelty-free makeup that rivaled luxury competitors without the premium cost.

The brand has since expanded beyond its West Coast roots to become a global entity headquartered in New York City. While it maintains a strong presence in major retailers like Target, CVS, Walmart, Ulta Beauty, and Sephora, more than half of its revenue now comes directly from its e-commerce platform. This digital-first strategy allows e.l.f. to engage millions of users through social media channels where they share user-generated content and participate in viral marketing campaigns.

Recent years have seen significant leadership changes and strategic pivots. In 2026, co-founder Scott-Vincent Borba left his role to become a Catholic priest, ending his tenure leading the company he helped build. Current CEO Joe Bellissimo continues to steer the business with a focus on family values and operational discipline. The company also divested the Keys Soulcare brand in May 2026 to refocus on its core identity after a decline in unit sales. [edit]