elf (cosmetics) – Wikipedia

e.l.f. Magnificence, Inc.
Kind Public
Trade Cosmetics
Based June 2004
Founder Joseph Shamah
Scott Vincent Borba
Headquarters Oakland, California, U.S.

Space served


Key folks

Tarang P. Amin (CEO)
Scott Vincent Borba (Co-Founder)
Richard F. Baruch Jr. (senior vp, chief industrial officer)[1]
Merchandise make-up, tub merchandise, skin-care merchandise
Income IncreaseUS$295 million (2017)[2][3]
Complete fairness US$20 million (2008)[4]
Web site www.elfcosmetics.com

e.l.f. Cosmetics is an American cosmetics model based mostly in Oakland, California. It was based by Joseph Shamah and Scott Vincent Borba in 2004.[5] Gadgets embody tub and skin-care merchandise, mineral-based make-up, skilled instruments,[4]eyeliners, lipstick, glosses,[6][7]blushes, bronzers, brushes, and mascara, amongst others.[8]

In keeping with the corporate, its merchandise are 100% “cruelty-free”, and it helps PETA’s no fur marketing campaign.[9] e.l.f. Cosmetics’ merchandise have been reviewed in Glamour, Attract, Self,[7]InStyle, and Good Housekeeping,[2] and are bought in 17 international locations, and in a number of shops together with Goal,[10]Kmart,[7]Greenback Normal,[5] and Walmart.[8] Over half the corporate’s gross sales come from its web site, which doubles as a social networking web site with over two million members.[11]

Historical past and operations[edit]

e.l.f. (quick for EyesLipsFace[12]) Cosmetics was based by Joseph Shamah and Scott Vincent Borba in June 2004 with the help of Shamah’s father, Alan.[3][5][12] The duo initially met at a celebration in 2002; Shamah was a 23-year-old New York College enterprise scholar. Borba was a 31-year-old Los Angeles beauty-industry veteran, liable for beforehand launching manufacturers comparable to Arduous Sweet cosmetics.[3] Each have been obsessed with a reasonable, high-quality cosmetics line for ladies, and determined to type an organization collectively. Just a few days after the social gathering they sat right down to brainstorm, and a marketing strategy was created inside months. Borba claims the concept originated from seeing ladies with costly automobiles comparable to BMWs and Mercedes-Benzes shopping for bargain-price cosmetics at 99-cent shops in Los Angeles.[2]

On February 3, 2014, TPG Development purchased a majority stake in e.l.f. Cosmetics.[1] Joey Shamah was changed by Tarang P. Amin, who “has been appointed president, chief govt officer and director of e.l.f. Cosmetics”.[1]


The corporate began with solely 13 make-up merchandise, however has since developed greater than 300 merchandise that embody tub merchandise, skin-care merchandise, mineral-based make-up, skilled instruments,[4]eyeliners, lipstick, glosses,[6][7]blushes, bronzers, brushes, mascara,[8] and plenty of extra. Most gadgets price $3.[2] The number of e.l.f. merchandise permits the corporate to focus on a demographic with a broad age vary, from youngsters to ladies of their 40s and 50s.[5]

The corporate carries completely different product traces, which embody e.l.f. Studio, e.l.f. Minerals, and e.l.f. Necessities.[5] There was once e.l.f. Bathtub & Physique, which incorporates moisturizers, cleanser, and fragrances. They’ve now stopped making these merchandise.[5]

  • e.l.f. Studio – make-up line consists of skilled make-up for skilled make-up artists and customers.
  • e.l.f. Minerals – consists of make-up made out of pure minerals.
  • e.l.f. Necessities – consists of “every-day” make-up provides at decrease costs, in an effort to be reasonably priced.[13]


e.l.f. Cosmetics is at the moment obtainable in 18 international locations together with the US, Canada, Australia, United Kingdom , Saudi Arabia, France, Colombia, and Spain.[5][10] Merchandise could be bought at regional drug chains throughout the US and Canada.[2] e.l.f merchandise are mostly present in Goal. In March 2010, e.l.f.’s $1 and Studio line of merchandise have been positioned in over 700 Goal shops,[10] with most particular person gadgets costs at $1 and $3.[8] One other Goal enlargement to incorporate most retailers occurred in March 2011.[8] Different shops embody Kmart,[7]Greenback Normal,[5] and Walmart.[8] e.l.f. can also be bought at varied supermarkets and ladies’s attire low cost retailers, typically in four-tiered spinners or “fish bowls” in impulse-buy sections.[4]

Web site[edit]

Historical past[edit]

In 2004, the corporate was having solely partial success stocking its merchandise in retail shops, together with greenback shops.[14]Glamour journal needed to function an e.l.f. product, however advised the corporate they could not except the product was nationally obtainable for his or her 2 million-person readership base.[4][12] e.l.f. Cosmetics at that time had a web site supposed as a product showcase,[4] and that 12 months it relaunched the positioning as an e-commerce web site, rapidly transport out 1000’s of orders.[2] For the reason that premiere of the brand new web site, e.l.f. merchandise have been featured in Glamour over seven instances.[15] The web site is now the model’s major gross sales automobile,[2] and accounted for roughly 50% of all gross sales in 2008.[6]


In June 2007, e.l.f. launched a magnificence weblog and recommendation column that touts merchandise (not solely e.l.f.) and talks about movie star sightings. Since then, the size of buyer visits to the web site has tripled.[6] All product pages on the positioning host a “chat now” button that lets clients join instantly with one of many firm’s in-house skilled make-up artists. The positioning hosts a “digital makeover lab”, the place clients can digitally take a look at merchandise on fashions or their very own pictures.[12] Prospects can create a private profile, publish and touch upon blogs, converse with different clients, and entry a magnificence encyclopedia.[4] They will additionally create a “magnificence profile”, and are beneficial e.l.f. merchandise in keeping with their pores and skin sort, hair and eye colours, and typical magnificence routine.[4][7] Additionally included is the choice to create a wish-list that connects to Fb,[6][16] or view instructional net movies on make-up strategies and kinds.[5][14]
The web site at the moment consists of over two million members.[11]


In 2007, the corporate started to speculate closely in e-mail advertising, and its weekly e-mail campaigns are thought of by eCommerce-Information to be the corporate’s strongest promotion.[12] The corporate presents a near-constant provide of promotions to its clients, largely by way of its web site. Subscribers on the mailing checklist can earn factors or present certificates for making net referrals that flip into gross sales transactions.[6][16] Shamah claimed that as of September 2009, greater than 500,000 pal referrals had come again to make a purchase order.[12]

It additionally steadily hosts on-line occasions, and since 2010 has requested clients of all ages and ethnicities to undergo a casting useful resource to pick a yearly model-representative for the model. 4 chosen people are delivered to New York Metropolis to obtain makeovers from Achelle Dunaway, e.l.f.’s Artistic Director and lead make-up artist, in addition to take part in a photograph shoot. There are numerous money prizes for nominees, and the winner is dubbed “face of e.l.f.”[10][17]

Media presence[edit]

e.l.f. merchandise have been favorably reviewed in dozens of main magazines, together with Glamour, Attract, Self,[7]InStyle, and Good Housekeeping.[2] A phase on e.l.f. has premiered on the Type Community as nicely.[14] The enterprise has been profiled by publications comparable to Entrepreneur,[3][16]CNN,[2]Retail Merchandiser,[4]Info Week,[6] and The Wall Avenue Journal.[8] In December 2010, the e.l.f. product ‘100-Piece Countless Eyes Professional Eyeshadow Palet’ was featured in “The O Listing: Vacation Version” (“Oprah’s Favourite Issues”) in Oprah Winfrey’s O journal. The journal said the set included “nearly each shade conceivable”, and the product rapidly bought totally out of inventory. In January 2011, e.l.f. reintroduced the product at half value, or $10.[11]


Breast most cancers funds[edit]

Throughout October 2004, simply months after its founding, e.l.f. donated 20% of the proceeds from its ‘Shimmering Facial Whip’ to Win Towards Breast Most cancers’s analysis and services. It additionally offered “Shade Remedy Care Packages” to breast most cancers sufferers in inner-city hospitals in Los Angeles.[3]


The model solely makes use of merchandise which might be “cruelty-free”.[9] In 2007, it was introduced that e.l.f. was promoting tweezers in a pretend leather-based case[18] that learn “e.l.f. Skilled Helps PETA within the Fur Free Marketing campaign. 50% of the proceeds from gross sales of those tweezers go straight to PETA!” CEO Joseph Shamah later earned PETA’s “Path-Blazer Award”, given for “compassion and dedication to by no means testing on animals.”[7]

2011 Japan earthquake and tsunami[edit]

e.l.f. Cosmetics introduced the “Mi & You Can Make a Distinction” marketing campaign days after the 2011 Tōhoku earthquake and tsunami catastrophe, which helped fund reduction efforts. This system donated 5% of all on-line purchases to the Crimson Cross for Japan’s disaster restoration initiative.[19]


  1. ^ a b c Brookman, Faye (6 February 2014). “Tarang Amin Named CEO of E.l.f. Cosmetics”. WWD. Retrieved 6 February 2014.
  2. ^ a b c d e f g h i “A reasonably face that will not price an arm and a leg”. CNN. January 9, 2006. Archived from the unique on October 6, 2012. Retrieved 2011-03-09.
  3. ^ a b c d e Pennington, April Y. (January 2005). “Bucking conference: difficult the {industry} customary of pricey cosmetics, E.L.F. says, “the buck stops right here.“. Entrepreneur. Retrieved 2011-03-09.
  4. ^ a b c d e f g h i “ELF: Cosmetics? Lined”. Retail Merchandiser. July 31, 2008. Retrieved 2011-03-09.
  5. ^ a b c d e f g h i “e.l.f. Cosmetics Declares Funding from TSG Shopper Companions”. e.l.f. Cosmetics. January 7, 2011. Retrieved 2011-03-09.
  6. ^ a b c d e f g Clancy, Heather (October 24, 2008). “How To Increase E-Commerce Income With Neighborhood”. Info Week. Retrieved 2011-03-09.
  7. ^ a b c d e f g h “e.l.f. Cosmetics: Cut price Magnificence Necessities Stuffed with ‘Low cost Thrills“. PETA. October 2010. Retrieved 2011-03-09.
  8. ^ a b c d e f g Athavaley, Anjali (February 3, 2011). “It is Simply Lip Gloss, Mother”. The Wall Avenue Journal. Retrieved 2011-03-09.
  9. ^ a b “Non-Cruelty Assertion”. e.l.f. Cosmetics. Archived from the unique on 2010-12-30. Retrieved 2011-03-09.
  10. ^ a b c d “e.l.f. cosmetics Hits 2-Million!”. e.l.f. Cosmetics. June 4. Retrieved 2011-03-09.
  11. ^ a b c “Oprah’s Favourite Eyeshadow Palette Again In Inventory At e.l.f. cosmetics!”. e.l.f. Cosmetics. January 18, 2011. Retrieved 2011-03-09.
  12. ^ a b c d e f Beal, Vangie (September 23, 2009). “eBiz Profile: E.L.F. (Eyes, Lips, Face) Cosmetics”. eCommerce-Information.com. Retrieved 2011-03-09.
  13. ^ “Make-up Line Overviews”. e.l.f. Cosmetics. Retrieved 2011-03-10.
  14. ^ a b c Palmquist, Susan. “The Finances Sensible Woman’s Information to Make Up”. The Greenback Stretcher. Retrieved 2011-03-09.
  15. ^ “The Buzz: Glamour“. e.l.f. Cosmetics. Archived from the unique on 2011-07-10. Retrieved 2011-03-10.
  16. ^ a b c Clancy, Heather (August 2008). “Know Learn how to Maintain ‘Em”. Entrepreneur. Retrieved 2011-03-09.
  17. ^ Doyle, Erin (February 13, 2011). “e.l.f Cosmetics Declares “Magnificence At All Ages 2011“. e.l.f. Beauty. Archived from the unique on July 14, 2011. Retrieved 2011-03-09.
  18. ^ “PETA and e.l.f.” PETA. September 14, 2007. Retrieved 2011-03-09.
  19. ^ “e.l.f. Cosmetics Declares “Mi & You Can Make a Distinction” Aid Program to Support Japanese Earthquake Victims”. The San Francisco Chronicle. March 30, 2011. Retrieved 2011-06-15.

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