Elf Beauty, formerly known as Elf Cosmetics and now recognized as Elf Beauty, is a renowned American cosmetics company. Founded in 2004 by Joseph Shamah and Scott Vincent Borba, the company has evolved significantly over the years, offering a wide range of affordable, high-quality makeup and skincare products. With a strong presence in the digital space, Elf Beauty has successfully harnessed the power of e-commerce and social media to engage with its diverse customer base. The company's product portfolio includes everything from eyeshadows and lipsticks to foundations and skincare essentials, all designed to cater to various skin types and tones. Elf Beauty is known for its cruelty-free and vegan-friendly products, making it a favorite among consumers who prioritize animal welfare and sustainability. The company has also been at the forefront of body positivity and inclusivity, reflecting these values through its branding and marketing efforts. With its headquarters in Oakland, California, Elf Beauty has become a prominent player in the global cosmetics industry, competing with established brands while maintaining its unique identity and commitment to accessibility and affordability.
