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Creating
a different
kind of
beauty
company.

We disrupt
norms.
Shape culture.
Connect
communities.
Through
positivity,
inclusivity and
accessibility.

We are a bold disruptor with a kind heart,  here to challenge the status quo. 

Explore our brands

e.l.f. Cosmetics

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Premium-quality makeup at mic-drop prices.

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elf lip oil

Premium-quality makeup at mic-drop prices.

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e.l.f. SKIN

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Premium-quality skincare at get-real prices.

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Premium-quality skincare at get-real prices.

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Well People

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High-performance clean beauty, powered by plants.

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well people blush powder product

High-performance clean beauty, powered by plants.

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Keys Soulcare

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Holistic beauty and skincare created with Alicia Keys.

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Holistic beauty and skincare created with Alicia Keys.

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Naturium

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Biocompatible, clinically-effective skincare.

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Naturium vitamin c complex serum product

Biocompatible, clinically-effective skincare.

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Show Your(s)e.l.f.

Democratizing dreams with Amanda Nguyen

Together, e.l.f. and Nguyen celebrate the intersection of beauty, dreams and empowerment.

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