E.L.F. Beauty

What E.L.F. Beauty does

E.L.F. Beauty (NYSE: ELF) is a multi-brand beauty platform that develops, markets, and distributes color cosmetics, skincare, haircare, and clean beauty products at mass-market price points ($6-$40 range). Founded in 2004 in Oakland, California, and publicly listed since 2016, the company operates six branded properties: e.l.f. Cosmetics (core color cosmetics), e.l.f. SKIN (skincare launched 2022), Well People (clean beauty), Naturium (biocompatible skincare acquired August 2023 for $355M), Rhode (Hailey Bieber's skincare line acquired May 2025 for up to $1B), Keys Soulcare (Alicia Keys' lifestyle beauty), and the newly launched e.l.f. Hair (June 2026). For FY2026, the company reported $1.64 billion in net sales (+25% YoY) with 70-73% gross margins and 29 consecutive quarters of net sales growth.

The company's technology stack centers on digital-first product discovery and consumer engagement. Core technical components include IlluminateAI-powered shade matching integrated into e-commerce and mobile app flows, Braze-powered customer engagement infrastructure, and active deployment of Google AI advertising tools (Performance Max, Gemini). The product portfolio is supported by a digital-first GTM motion: new products debut on TikTok Shop before expanding to physical retail (Target, Sephora, Ulta, Amazon), with creator marketing programs scaling to 1,000+ creators per quarter. The company holds Fair Trade USA manufacturing certification (first in the beauty industry, 2022) and EWG Verified status for Well People products.

E.L.F. Beauty generates revenue primarily through wholesale product sales to mass-market and prestige beauty retailers (Target, Sephora, Ulta Beauty, Amazon), supplemented by direct-to-consumer e-commerce (elfcosmetics.com, elfhaircare.com, brand-specific websites) and TikTok Shop. Rhode and Naturium acquisitions contribute meaningfully to current revenue mix, with Rhode alone generating approximately $390 million in annualized net sales (+80% YoY). Geographic reach spans 21+ countries across North America, Europe (including new Sephora Europe expansion in 18-20 countries), Oceania, the Middle East (via Sephora GCC), and Latin America (Mexico DTC). FY2027 guidance projects 12-14% growth to $1.835-$1.865 billion.

Name

E.L.F. Beauty

Legal name

e.l.f. Cosmetics, Inc.

Website

https://elfbeauty.com

Company type

Public

Founded year

2004

Operating status

Operating

Headcount range

501–1,000 employees

Short description

E.L.F. Beauty is a multi-brand beauty platform offering color cosmetics, skincare, haircare, and clean beauty products at mass-market price points ($6-$40). Founded 2004, publicly listed (NYSE: ELF), serving value-conscious and Gen Z consumers across 21+ countries through Target, Sephora, Ulta, Amazon, and owned digital channels.

Ownership category

akta.pro rank

Product category

Color Cosmetics and Beauty Products

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Body Skincare (Lotions, Creams, Body Oils) (CRABAAAD)

akta.pro secondary industry

Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE)

Keywords

• Color cosmetics
• Affordable skincare
• Beauty brand portfolio
• Mass market makeup
• Clean beauty products

Headquarters

HQ city

Oakland

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D, Others

Revenue model

1. Product Sales - Wholesale: e.l.f. Beauty generates the majority of revenue through wholesale distribution to major retailers including Target, Sephora, Ulta Beauty, and Amazon. Products are sold at mass-market price points ($6-$40 range) with retailers purchasing inventory for resale. This channel drives approximately 70%+ of total revenue based on company disclosures about digital channel performance.
2. Product Sales - Direct-to-Consumer: The company sells directly to consumers through its owned e-commerce properties (elfcosmetics.com, elfhaircare.com, brand-specific websites) and through TikTok Shop. DTC channels offer higher margin realization and direct customer relationships, enabling personalized marketing and first-party data collection.
3. Acquired Brand Revenue (Rhode, Naturium): Following acquisitions of Rhode ($1B in 2025) and Naturium ($355M in 2024), e.l.f. Beauty consolidates revenue from these brands. Rhode generated approximately $390 million in annualized net sales in fiscal 2026, growing 80% year-over-year, contributing significantly to overall company growth.

Pricing tiers

Go-to-market motion3 records

Distribution channels9 records

Marketing channels10 records

Core offering

E.L.F. Beauty designs, markets, and sells a multi-brand portfolio of color cosmetics, skincare, haircare, and clean beauty products at mass-market price points ($6-$40). The portfolio includes e.l.f. Cosmetics, e.l.f. SKIN, Well People (clean beauty), Naturium (biocompatible skincare), Rhode (curated skincare and hybrid makeup), Keys Soulcare (lifestyle beauty), and the newly launched e.l.f. Hair line. Products are sold wholesale through major retailers including Target, Sephora, Ulta Beauty, and Amazon, as well as directly through owned e-commerce sites and TikTok Shop.

Product overview

e.l.f. Beauty operates a multi-brand beauty platform consisting of its core e.l.f. Cosmetics color cosmetics brand, the e.l.f. SKIN skincare line, and four acquired sub-brands: Well People (clean beauty), Naturium (biocompatible skincare acquired August 2024), Rhode (celebrity skincare acquired 2025), and Keys Soulcare (lifestyle beauty). The company recently expanded into haircare with the June 2026 launch of e.l.f. Hair. The portfolio follows an 'e.l.f.fordable luxury' positioning strategy, offering premium-quality products at accessible price points. The company also leverages AI shade matching technology through its virtual makeup try-on tools and has partnerships across sports (NWSL), entertainment (SURVIVOR), and digital platforms (TikTok Shop, Roblox).

Differentiator

Problem solved

Functional benefit

Brands

• e.l.f. Cosmetics: Premium-quality makeup at mic-drop prices
• e.l.f. SKIN
• Well People
• Naturium
• rhode
• Keys Soulcare

Products and services

• e.l.f. Cosmetics Core color cosmetics brand offering premium-quality makeup (eyes, lips, face) at accessible mass-market price points for value-conscious beauty consumers.
• e.l.f. SKIN Skincare line offering premium-quality skincare products at accessible price points, including complexion and treatment products such as the Halo Glow Skin Tint.
• Well People Clean beauty brand offering high-performance, plant-powered color cosmetics and skincare. EWG Verified, named most EWG Verified color cosmetics brand in 2024.
• Naturium Biocompatible, clinically-effective skincare brand acquired for $355 million in August 2024. Distributed through Ulta Beauty, Target, Amazon, and DTC channels.
• Rhode Curated skincare essentials and hybrid makeup brand founded by Hailey Rhode Bieber, acquired for up to $1 billion in 2025. Sold at Sephora with record-breaking launches in U.S., Canada, and U.K.; generated approximately $390 million annualized net sales in fiscal 2026.
• Keys Soulcare Lifestyle beauty brand created by Alicia Keys, offering skin-nourishing and soul-nurturing skincare positioned at the intersection of wellness and beauty.
• e.l.f. Hair New haircare category extension debuting with six prestige-quality products priced $6-$10, formulated with Vitamin B, argan oil, and creatine, spanning cleansing, conditioning, and styling.

Quantifiable outcome

• 35% year-over-year net sales growth in Q4 FY2026, exceeding consensus estimates by 5.8%
• +5 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature3 records

Partnerships

Ten partnerships are on record, tiered core, flagship and minor.

• Survivor (CBS)coreGTM or Marketing Partner · 20 May 2026First-of-its-kind partnership with SURVIVOR 50 finale, featuring 'e.l.f.ie Advantage' vignette series with content creator Delaney Rowe and contestant Tiffany Ervin, paired with limited-edition Buff Bundle product drop. Partnership leverages landmark 50th season averaging 10 million viewers.
• International Dance League (IDL)flagshipGTM or Marketing Partner · 29 April 2026Founding partnership with International Dance League, marking e.l.f.'s entry into competitive dance sponsorship. As founding partner, e.l.f. provides on-site makeup artists, content studios, and serves as Official Livestream Presenting Partner for all U.S. events on YouTube and Twitch. 2026 season spans five cities across four continents.
• Tombras (Advertising Agency)minorImplementation/ SI/ Consulting Partner · 29 April 2026Agency partnership for 'What the h.e.l.l.f.?' campaign supporting e.l.f. Hair launch, created specifically for the haircare category extension announcement.
• Katherine Legge (Race Car Driver)coreGTM or Marketing Partner · 27 April 2026Fourth season sponsoring professional race car driver Katherine Legge at Indianapolis 500 (May 24, 2026). Only woman entered in this year's field. Partnership includes 'eyes.lips.fuel.' Fan Zone activation, car branding, fire suit sponsorship, and content creation across digital platforms.
• Arbor Day FoundationminorGTM or Marketing Partner · 15 April 2026Well People brand (owned by e.l.f. Beauty) partnered with Arbor Day Foundation to plant approximately 25,380 trees in California regions impacted by wildfires, specifically supporting Dixie Fire restoration. Collaboration includes limited-edition promotional offer with purchases.
• Flau'jae Johnson (Basketball Star/Rapper)minorGTM or Marketing Partner · 24 March 2026Year-long partnership with college basketball star and rapper Flau'jae Johnson as part of 'empowering.legendary.females.' campaign. Includes $75,000 donation to Johnson's More to 4 Foundation supporting families, single mothers, and young people through education, arts, and sports programs.
• National Women's Soccer League (NWSL)coreGTM or Marketing Partner · 12 March 2026Multi-year partnership with NWSL as presenting sponsor and league partner. In 2026, expanded to all 16 NWSL markets and signed rising star Ally Sentnor as brand ambassador. Partnership includes fan engagement activations, community initiatives, and 'empowering.legendary.females.' campaign featuring female athletes.
• SephoraflagshipChannel Partner/ Reseller/ Distributor · 28 May 2025Strategic retail partnership for Rhode skincare brand (acquired by e.l.f. Beauty). Rhode achieved record-breaking launches in Sephora U.S., Canada, and U.K., making it the biggest brand debut in Sephora's history. Expansion to 18-20 European countries planned for September 2026.
• iHeartMedia (Women's Sports Audio Network)minorGTM or Marketing Partner · 17 June 2024Founding partner of Women's Sports Audio Network launched by iHeartMedia and Deep Blue Sports + Entertainment, supporting original podcast programming focused on women's sports.
• National Association of Corporate Directors (NACD)coreStrategic or Co-development Partner · 25 January 2024Partnership through 'Change the Board Game' initiative launched in 2024, designed to double the rate at which women and people of color are added to U.S. public company boards by 2027. Third NACD cohort launched June 2026 with 22 executives, the largest class to date. 58% of program graduates now serving on boards.

Scale indicators10 records

Recent moves8 records

Expansion highlights8 records

Direct peers

• Revlon: Legacy mass-market color cosmetics and hair care brand sold through similar drug, mass and specialty channels; competes with e.l.f. on shelf space at Target, Walmart and drugstores.
• Physicians Formula: Mass-market beauty brand sold in drug and mass channels with similar value-conscious positioning; competes for the same shelf space and consumer demographic as e.l.f. Cosmetics.
• Coty Inc. Multi-brand beauty company owning CoverGirl and Rimmel, competing head-to-head in mass color cosmetics and fragrance with similar mass-market price points and wholesale retailer dependence.

Broad incumbents

• L'Oréal: Global beauty conglomerate owning Maybelline, NYX, L'Oréal Paris, CeraVe and La Roche-Posay; directly competes with e.l.f. in mass color cosmetics and is the dominant competitor in mass skincare with CeraVe.
• The Estée Lauder Companies: Beauty conglomerate owning MAC, Clinique, The Ordinary, Too Faced and Bobbi Brown; overlaps with e.l.f.'s skincare (Naturium, Rhode) and color cosmetics (MAC vs. e.l.f. Cosmetics) categories.

Emerging players

• Honest Beauty (The Honest Company): Clean beauty and personal care brand with overlap to e.l.f.'s Well People and Naturium skincare sub-brands; competes for the clean/conscious beauty consumer.
• Kosas: Premium clean color cosmetics brand with strong Sephora and DTC presence; competes with both e.l.f. Cosmetics and Rhode in the prestige-leaning, ingredient-conscious Gen Z segment.
• Tower 28 Beauty: Clean, sensitive-skin-friendly beauty brand carried at Sephora; competes with e.l.f. and Rhode in color cosmetics targeted at sensitive-skin consumers.
• Glossier: Digital-native beauty brand with strong community and DTC following; competes with e.l.f. Cosmetics and Rhode for Gen Z and millennial share-of-wallet in accessible color and skincare.

Others

• Ulta Beauty: Specialty beauty retailer and one of e.l.f. Beauty's largest wholesale partners carrying e.l.f., Naturium, and Rhode brands; comparable as a beauty retail ecosystem rather than direct brand competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/e-l-f-beauty
• TikToktiktok.com/@elfcosmetics
• Instagraminstagram.com/elfcosmetics
• YouTubeyoutube.com/@elfcosmetics
• Pinterestpinterest.com/elfcosmetics

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries4 records

Funding overview

Funding rounds3 records

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about E.L.F. Beauty