e.l.f. Cosmetics was founded by Joseph Shamah and Scott Vincent Borba in June 2004. The duo originally met at a party in
2002; Shamah was a 23-year-old New York University business student. Borba was a 31-year-old Los Angeles beauty-industry
veteran, responsible for previously launching brands such as Hard Candy cosmetics. Both were enthusiastic about an
inexpensive, high-quality cosmetics line for women, and decided to form a company together. A few days after the party
they sat down to brainstorm, and a business plan was created within months. Borba cls the idea originated from seeing
women with expensive cars such as BMWs and Mercedes-Benzes buying bargain-price cosmetics at 99-cent stores in Los
Angeles.
e.l.f.(short for Eyes Lips Face) Cosmetics was officially launched in New York City on June 2004, also with the
assistance of Shamah's her Alan. They continue to sell high-quality cosmetics at $1, $3, and $6 price points.
On February 3, 2014, TPG Growth bought a majority stake in E.l.f. Cosmetics. Joey Shamah was replaced by Tarang P. Amin,
who "has been appointed president, chief executive officer and director of E.l.f. Cosmetics".
Product
The company started with only 13 makeup products, but has since developed more than 300 products that include bath
products, skin-care products, mineral-based makeup, professional tools, eyeliners, lipstick, glosses, blushes, bronzers,
brushes, maa, and more. Most items cost $3. The variety of e.l.f. products allows the company to target a
demographic with a broad age range, from teenagers to women in their 40s and 50s.
The company carries different product lines, which include e.l.f. Studio, e.l.f. Minerals, and e.l.f. Essentials. There
used to be e.l.f. Bath & Body, which includes moisturizers, , and fragrances.They have now stopped making those
products.
e.l.f. Studio - makeup line includes professional makeup for professional makeup artists and consumers.
e.l.f. Minerals - consists of makeup made out of natural minerals.
e.l.f. Essentials - includes "every-day" makeup supplies at lower prices, in an effort to be affordable. The newer e.l.f
Elements line from e.l.f. Essentials also allows customers to customize their own makeup palette.
- All beauty products on Desertcart are sourced from authorized distributor. It is covered by 100% Desertcart authentic guarantee along with a fast delivery. Desertcart covers the warranty of the products purchased from our website..
- This gorgeous foundation palette holds 4 complimentary shades to mix and match for custom blended color year round. The creamy formula glides on effortless for adjustable natural looking coverage. Enriched with Shea, A, C, & E and other nourishing ingredients to help skin feel soft, smooth, and revitalized. INGREDIENTS :Hydrogenated Polyisobutene, Silica, Polyethylene, Bismuth Oxychloride, Sorbitan Sesquioleate, Butryospermum Parkii (Shea) Butter, Mica, Ascorbyl Palmitate (Vc), Tocopheryl Acetate (Ve), Retinyl Palmitate (Va), Theobroma Cacao (Cocoa) Seed Butter, Vitis Vinifera (Grape) Seed Oil, Persea Gratissima (Avocado) Oil, Macademia Ternifolia Seed Oil, Undaria Pinnatifida Extract, Aloe Barbadensis Leaf Extract, Chrysanthellum Indicum Extract, Phenoxyethanol, Propylparaben. MAY CONTAIN: Titanium Dioxide (CI 78891), Iron Oxides (CI 77491, CI 77492, CI 77499). Net Wt. 0.43 oz / 12.4 g.
- This gorgeous foundation palette holds 4 complimentary shades to mix and match for custom-blended color year round. The creamy formula glides on effortless for adjustable natural looking coverage. Enriched with Shea, A, C, & E and other nourishing ingredients to help skin feel soft, smooth, and revitalized. INGREDIENTS: Hydrogenated Polyisobutene, Silica, Polyethylene, Bismuth Oxychloride, Sorbitan Sesquioleate, Butryospermum Parkii (Shea) Butter, Mica, Ascorbyl Palmitate (Vc), Tocopheryl Acetate (Ve), Retinyl Palmitate (Va), Theobroma Cacao (Cocoa) Seed Butter, Vitis Vinifera (Grape) Seed Oil, Persea Gratissima (Avocado) Oil, Macademia Ternifolia Seed Oil, Undaria Pinnatifida Extract, Aloe Barbadensis Leaf Extract, Chrysanthellum Indicum Extract, Phenoxyethanol, Propylparaben. MAY CONTAIN: Titanium Dioxide (CI 78891), Iron Oxides (CI 77491, CI 77492, CI 77499). Net Wt. 0.43 oz / 12.4 g.