We are a bold disruptor with a kind heart.
Our ethos
Our persona
Our vision
To create a different kind of beauty company by building brands that disrupt norms, shape culture, connect communities through positivity, inclusivity and accessibility.
Our mission
We make the best of beauty accessible to every eye, lip and face.
Our purpose
We make the world a better place for every eye, lip and face.
Encourage self expression
We celebrate diversity and make the best of beauty accessible.
Embody our ethics
We strive to do the right thing for people, the planet and our furry and finned friends.
Empower others
We provide equal opportunities for growth and success.
We're purpose-led and results-driven.
Delight our community.
Our community inspires and informs everything we do. We include, encourage and celebrate every eye, lip and face.
Do the right thing.
In our actions and words, we lead with honesty and integrity. We stand up for what we believe and use our platform to make a positive difference.
Embrace change.
Experimentation is fundamental to our growth. We fearlessly and bravely conquer new frontiers because we believe anything is e.l.f.ing possible.
Execute with quality and speed.
Our community knows us by what they see, touch and experience. We are passionate about doing things well and at e.l.f. speed.
We do right by our people and our planet.
Premium quality
We have the unique ability to deliver better-than-prestige holy grails.
Extraordinary prices
Our jaw-dropping value is the ultimate e.l.f. OMG.
Universal appeal
We are for every eye, lip and face.
Easily accessible
We make the best of beauty accessible.
e.l.f. clean
Our products are formulated with ingredients that have the health and safety of our consumers in mind. e.l.f. clean means we do not use 2500+ ingredients, beyond what is restricted by both the US FDA and EU Cosmetic Regulation.
Cruelty free
We never test on animals and all of our brands across the entire e.l.f. Beauty portfolio are proudly double-certified as cruelty free by PETA and Leaping Bunny.
Fair Trade Certified™
With 73% of e.l.f. Beauty product units (over 900 SKUs!) made in Fair Trade Certified™ facilities, we are the first and only beauty company to have 6 third-party manufacturing facilities Fair Trade Certified™.
The fearless leaders of this rocketship.
