What elf Cosmetics does

e.l.f. Cosmetics is a New York-headquartered mass-market beauty brand founded in 2004 by Scott Vincent Borba and the Shamah family, operating today as the flagship brand of publicly traded e.l.f. Beauty (NYSE: ELF). The company designs, manufactures (approximately 80% of products made in China), and distributes 100% vegan, Leaping Bunny-certified, Fair Trade Certified cosmetics and skincare, with 75% of products priced at $10 or under. Its core product lines include the Power Grip Primer franchise (ranked #1 Primer in America), the Halo Glow complexion range (including an SPF 50 skin tint recommended by The Skin Cancer Foundation), Camo concealers, Glow Reviver lip oils, and the recently launched e.l.f. Hair collection (June 2026). Distribution runs through a Shopify-powered DTC site and mobile app, mass-market retailers (Target, Ulta Beauty), prestige retail (Sephora), marketplaces (Amazon, TikTok Shop, Twitch shoppable), and emerging virtual channels including Roblox avatar makeup, with the Beauty Squad loyalty program exceeding 4.5 million members.

Revenue is generated through one-time unit sales across DTC and wholesale channels, supplemented by limited-edition licensing collaborations (H&M fragrance, Liquid Death lip balms) and event-driven experiential sponsorships (NWSL, motorsports, Coachella, Super Bowl). GTM motion blends direct-to-consumer, product-led viral launches, and event-driven cultural marketing targeting Gen Z and Millennial consumers. Reported Q4 2025 sales were $489.5M (+37.8% YoY), marking 28 consecutive quarters of growth and 25 consecutive quarters of share gains in the mass makeup category. Strategic acquisitions (Rhode for $1B, Naturium for $355M, W3LL PEOPLE for $27M) and partnerships across digital ecosystems (Google AI Mode, Twitch, Roblox, Duolingo) suggest an expanding multi-brand, multi-category platform rather than a single-brand operator.

Name

elf Cosmetics

Legal name

e.l.f. Cosmetics, Inc.

Website

https://elfcosmetics.com

Company type

Public

Founded year

2004

Operating status

Operating

Headcount range

501–1,000 employees

Short description

e.l.f. Cosmetics is a New York-based mass-market beauty brand under e.l.f. Beauty (NYSE: ELF) that sells 100% vegan, cruelty-free makeup, skincare, and haircare primarily at $10 or under through DTC, Target, Ulta, Sephora, and Amazon, targeting Gen Z and Millennial consumers.

Ownership category

akta.pro rank

Product category

Affordable Cosmetics and Beauty

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Body & All-Over Color (Body Makeup, Leg/Body Tint, Glitter, Shimmer Oils) (CRABACAG)

akta.pro secondary industries

Shampoo & Scalp Cleansers (CRABABAA), Conditioners & Hair Masks (CRABABAB), Styling Products (Gels, Sprays, Mousses, Creams) (CRABABAC), Hair Fragrance & Finishing (Mists, Shine, Anti-frizz) (CRABABAM)

Keywords

• Affordable cosmetics
• Cruelty-free makeup
• Vegan skincare
• Mass-market beauty
• Beauty loyalty program

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-Consumer Sales: Revenue from sales through elfcosmetics.com, mobile app, and digital commerce platforms. The brand reported Q4 2025 sales of $489.5 million, a 37.8% increase year over year.
2. Retail Wholesale: Revenue from distribution through major retail partners including Target, Ulta Beauty, Sephora, and other mass-market and prestige retailers.
3. Brand Collaborations & Licensing: Revenue from limited-edition collaborations including H&M fragrance partnership, Liquid Death lip balms, and other licensing deals that expand brand reach into new categories.

Pricing tiers

Go-to-market motion3 records

Distribution channels8 records

Marketing channels11 records

Core offering

e.l.f. Cosmetics designs, manufactures, and sells affordable color cosmetics, skincare, and haircare products, with roughly 75% of items priced at $10 or under. Its flagship franchises include the Power Grip primer and setting spray line (the #1 Primer in America), the Halo Glow complexion family (including Halo Glow Skin Tint SPF 50 in 18 shades), inclusive concealer and foundation ranges (up to 30 shades), and a broader portfolio of mascaras, eyeshadows, lip products, blushes, bronzers, and highlighters, most recently extended into haircare via the e.l.f. Hair collection. Products are 100% vegan, cruelty-free (Leaping Bunny), Fair Trade Certified, and distributed through the brand's own e-commerce site, mobile app, Target, Ulta Beauty, Sephora, Amazon, TikTok Shop, and Twitch.

Product overview

e.l.f. Cosmetics offers a comprehensive affordable beauty portfolio centered on makeup and expanding into haircare. Core products include the Power Grip Primer line (including variants with Niacinamide and Matte finishes), which is positioned as the #1 Primer in America, complemented by setting sprays (Power Grip Dewy and Rosé), complexion products (Halo Glow Skin Tint SPF 50, Halo Glow Liquid Filter, Halo Glow Setting Powder), and color cosmetics (concealers, foundations, eyeshadow palettes, mascaras, and lip products including the popular Glow Reviver Lip Oil line). The brand recently expanded into haircare with the e.l.f. Hair collection featuring six products including Never Thirsty Moisturizing Shampoo and Conditioner, Gloss Mode Treatment Oil, and styling products. All products are 100% vegan, cruelty-free, and Fair Trade Certified, with 75% of products priced at $10 or under. The brand operates a Beauty Squad loyalty program with over 4.5 million members and utilizes Shop Pay integration for payment processing.

Differentiator

Problem solved

Functional benefit

Brands

• Beauty Squad: Free tiered loyalty program with Fan, Pro, and Icon tiers offering points, free products, birthday gifts, and early access to launches. Over 4.5 million members.
• e.l.f. Hair
• Power Grip Collection
• Halo Glow Collection

Products and services

• Power Grip Primer (original, Niacinamide, and Matte variants) Sticky gel-based face primers in dewy, brightening (4% niacinamide), and matte (lemon myrtle) finishes that grip makeup for long-lasting wear; available in multiple shades and priced at $10 each.
• Power Grip Dewy Setting Spray Bi-phase makeup setting spray with shockingly fine mist that grips makeup for long-lasting wear with a hydrated dewy finish.
• Power Grip Rosé Setting Spray Bi-phase setting spray with pink pearl, rose water, and 2% niacinamide that brightens skin and sets makeup with a glistening, glassy finish.
• Halo Glow Skin Tint SPF 50 Hydrating serum-like skin tint delivering light, buildable coverage with natural dewy finish plus proprietary mineral SPF 50 sunscreen with no white cast; available in 18 flexible shades.
• Hydrating Camo Concealer and Soft Glam Satin Concealer Full-coverage hydrating cream concealer and medium buildable satin concealer designed to conceal imperfections and provide moisture; available in inclusive shade ranges up to 30 shades.
• Soft Glam Satin Foundation Medium buildable coverage foundation with a satin finish, available in 30 inclusive shades.
• Halo Glow Silky Powder Highlighter Silky-soft powder highlighter that gives a glowy, glass-skin finish; priced at £9 and available in five shades.
• Set It Bright Powder Quad Loose face powder quad with color-correcting and brightening shades to blur skin, bake and set makeup for a soft-matte radiance; features 4 shades and priced at $12.
• Camo Liquid Blush, Liquid Bronzer & Contour, and Halo Glow Liquid Contour Wand Ultra-pigmented long-lasting liquid face color products - Camo Liquid Blush, Camo Liquid Bronzer & Contour hybrid, and Halo Glow Liquid Contour Wand - available in multiple shades with dewy or natural finishes.
• Glow Reviver Lip Oil, Lip Oil Stick, and Melting Lip Balm Nourishing tinted lip care line including Glow Reviver Lip Oil with high-shine finish, Glow Reviver Lip Oil Stick for buildable color, and Glow Reviver Melting Lip Balm with a glossy buttery finish.
• Glossy Lip Stain, Cream Glide Lip Liner, Pout Clout Lip Plumping Pen, and Main Stain Lip Marker Long-lasting, multi-format lip color products - Glossy Lip Stain, Cream Glide Lip Liner, Pout Clout Lip Plumping Pen, and Main Stain Lip Marker - in multiple shades for lining, filling, and defining lips.
• Lash XTNDR Mascara and Incredi-Curl Mascara Soft black mascaras - Lash XTNDR with tubing technology for length and drama, and Incredi-Curl for bold volumizing and curling.
• Bite-Size Mini Eyeshadow Palette and Perfect 10 Eyeshadow Palette Mini and full-size eyeshadow palettes with rich, blendable mattes and shimmers available in multiple shade variations including I Love You a Latte.
• e.l.f. Hair Collection (Never Thirsty Shampoo and Conditioner, Gloss Mode Treatment Oil, Humidity Hero Anti-Frizz Styling Spray, 3-in-Wonder Magic Styling Cream and Wand) Complete debut haircare line of six products including a lightweight moisturizing shampoo, a hydrating detangling conditioner, a shine-boosting treatment oil, a humidity-resistant anti-frizz styling spray, a moisturizing multi-styling cream, and a portable styling cream wand.
• Make It Make Scents Fragrance Collection (H&M collaboration) Limited-edition vegan eau de parfum collection comprising three fragrances inspired by the Power Grip Primer, Halo Glow, and Camo franchises, priced at $29.99 each and distributed via selected H&M stores in the UK and US.
• Beauty Squad Loyalty Program Free tiered loyalty program (Fan, Pro, Icon) offering points on purchases, free product redemptions, an annual birthday gift, and early access to new launches; over 4.5 million members.

Quantifiable outcome

• Q4 2025 sales of $489.5 million, representing 37.8% YoY increase
• +3 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

14 partnerships are on record, tiered minor and core.

• SURVIVOR 50 FinaleminorGTM or Marketing Partner · 20 May 2026First-of-its-kind partnership with SURVIVOR 50 finale for 'e.l.f.ie Advantage' vignette series featuring content creator Delaney Rowe and contestant Tiffany Ervin, paired with limited-edition Buff Bundle product drop. Leverages landmark 50th season milestone averaging nearly 10 million viewers.
• International Dance League (IDL)coreGTM or Marketing Partner · 29 April 2026Founding partnership marking e.l.f.'s entry into competitive dance. Brand provides on-site makeup artists, content studios, and custom glam kits. Official Livestream Presenting Partner for all U.S. events on YouTube and Twitch. 2026 season spans five cities across four continents (New York, Vancouver, Sydney, Seoul, Los Angeles).
• Katherine LeggecoreGTM or Marketing Partner · 27 April 2026Fourth season sponsoring professional race car driver Katherine Legge for Indianapolis 500 and Coca-Cola 600 'Double' attempt. Part of 'eyes.lips.fuel.' campaign supporting women athletes. Includes Fan Zone activations, car branding, and digital engagement across Snap, Roblox, and Twitch.
• SPORT BEACH Brand Advisory BoardminorGTM or Marketing Partner · 13 April 2026Executive leaders from e.l.f. Cosmetics participate in SPORT BEACH Brand Advisory Board alongside Adobe, NFL, Levi Strauss & Co, NBCUniversal, PepsiCo, State Farm, and 72andSunny. Board guides platform's expansion from flagship events into year-round collective.
• RobloxcoreGTM or Marketing Partner · 31 March 2026Title brand sponsor for Roblox's avatar makeup customization feature launch. Partnered with top creators to develop branded virtual makeup looks tied to product lines. Feature enables 144 million daily active users to apply layered makeup across avatars.
• Flau'jae JohnsonminorGTM or Marketing Partner · 25 March 2026Year-long partnership with basketball star and artist Flau'jae Johnson focusing on empowerment, positivity, and community impact. Includes premiere of new episode of e.l.f.'s 'Show Yourse.l.f.' series and $75,000 donation to her More to 4 Foundation.
• DuolingominorGTM or Marketing Partner · 3 February 2026Partnership with Duolingo for Big Game campaign, offering free Super Duolingo subscriptions to e.l.f. Beauty Squad loyalty members as part of telenovela-inspired campaign starring Melissa McCarthy.
• H&McoreStrategic or Co-development Partner · 22 January 2026Limited-edition fragrance collection called 'Make It Make Scents' marking e.l.f.'s first venture into fragrances and H&M's first beauty partnership. Three vegan fragrances priced at $29.99 each inspired by Power Grip Primer, Halo Glow, and Camo franchises. Available in selected H&M stores across UK and US.
• Liquid DeathminorGTM or Marketing Partner · 14 January 2026Second limited-edition 'Lip Embalms' collaboration featuring flavored lip balms packaged in miniature beverage can replicas. Sold on elfcosmetics.com and TikTok Shop. Includes Roblox gaming experience integration. Follows successful 2024 Corpse Paint collaboration that sold out in 45 minutes.
• Wonder Women of Wrestling Foundation (WWOWF)minorGTM or Marketing Partner · 22 December 2025Second consecutive year partnership as first-ever beauty sponsor of WWOWF Varsity Girls Wrestling Tournament. Supports eight college-bound senior wrestlers through scholarships. Event draws over 800 athletes from 94 teams across 10 states.
• National Women's Soccer League (NWSL)coreGTM or Marketing Partner · 19 November 2025Three-year partnership with NWSL focusing on empowering women and girls through fan engagement initiatives and media coverage. Expanded to Boston and Denver markets in 2026. Includes signing soccer star Ally Sentnor. Involves activations at NWSL Challenge Cup and House of GOAL immersive experiences.
• TikTok Awards USminorGTM or Marketing Partner · 3 November 2025Title sponsor of inaugural TikTok Awards US taking place at Hollywood Palladium. First TikTok Awards in the US recognizing creators, trends, and moments that shaped the platform for 170 million Americans.
• Twitch/Amazon AdvertisingcoreTechnology or Integration · 17 October 2025Partnership to launch shoppable livestream shopping feature powered by Amazon Ads on Twitch. e.l.f. Cosmetics was the first brand to test this integration, enabling viewers to purchase products directly during livestreams without leaving the platform.
• Best Friends Animal SocietyminorOthers · 2 October 2025'Animal Intelligence' campaign celebrating community's love for animals. e.l.f. donated $25,000 to Best Friends Animal Society as part of campaign featuring pets to engage pet owners through social media.

Scale indicators7 records

Recent moves7 records

Expansion highlights7 records

Direct peers

• BH Cosmetics: Direct-to-consumer affordable color cosmetics brand with focus on palettes and viral social media marketing, competing with e.l.f. on value-priced eye and face makeup.
• Milani: Affordable mid-tier makeup brand known for complexion and lip products at drugstore price points, competing with e.l.f. for inclusive shade range positioning and mass-channel distribution.
• ColourPop: Digital-native affordable cosmetics brand selling direct-to-consumer with viral launch strategy, broad shade ranges, and price points that directly compete with e.l.f. across face, eye, and lip categories.
• Wet n Wild: Mass-market drugstore beauty brand with similar sub-$10 price points and broad color cosmetics assortment; competes directly with e.l.f. for the same value-conscious consumer at Target, Walmart, and drugstores.
• Revolution Beauty: UK-based affordable beauty brand offering color cosmetics and skincare at mass-market prices, with similar digital-first marketing and global mass/prestige distribution overlap with e.l.f.
• NYX Cosmetics: L'Oréal-owned affordable pro-quality makeup brand targeting the same Gen Z and Millennial consumer with a digital-first, social-commerce-driven approach and similar $5-$15 price architecture.

Emerging players

• The Ordinary (DECIEM): Estée Lauder-owned affordable clinical skincare brand built on transparent ingredient pricing philosophy; comparable to e.l.f. on accessible price architecture but focused on skincare rather than color cosmetics.

Broad incumbents

• Maybelline: L'Oréal-owned mass-market color cosmetics leader and the dominant drugstore brand against which e.l.f. has been gaining share for 25 consecutive quarters; broader portfolio across skincare and cosmetics.
• Coty Inc. Multi-brand beauty conglomerate with mass (CoverGirl, Sally Hansen) and prestige (Kylie Cosmetics, Burberry) portfolios; provides a comparable public-market peer for valuation and multi-tier beauty strategy benchmarking.
• CoverGirl: Iconic mass-market beauty brand competing with e.l.f. across drugstore channels; now operating under different ownership and repositioning around accessible clean beauty.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/askelf
• YouTubeyoutube.com/user/elfcosmetics
• Facebookfacebook.com/31654787464
• LinkedInlinkedin.com/company/e-l-f-beauty
• Instagraminstagram.com/elfcosmetics
• TikToktiktok.com/@elfyeah
• Pinterestpinterest.com/elfcosmetics

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries3 records

Funding overview

Funding rounds1 record

Investors1 record

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

M&A1 record

Investments1 record

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

Frequently asked questions about elf Cosmetics