Our Purpose

e.l.f. Beauty stands with every eye, lip, face and paw.

By standing with every eye, lip, face and paw, we commit to creating a culture internally—and in the world around us—where all individuals are encouraged to express their truest selves and empowered to succeed, and where we do the right thing for people, the planet and our furry friends.


Encourage Self Expression

We celebrate diversity and make
the best of beauty accessible.

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We celebrate the unique beauty, voice and value of every eye, lip, and face. We make the best of beauty accessible. We partner with and feature diverse models & influencers. We embrace diversity of culture, race, religion, gender/orientation, age, ability and thought. We hire diverse employees at all levels. We invest and participate in diversity, equity and inclusion (DEI) education and Unconscious Bias training. We engage our employees in the development of purpose-driven marketing programs and communications.


We provide equal opportunities
for growth and success.

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We are committed to growth and development through ongoing coaching, mentorship and trainings. We identify opportunities for advancement. We elevate and amplify voices of our community, rising entrepreneurs, influencers, and external partners. We support underserved communities by partnering with like-minded organizations on a national and, when possible, international level. We have created a strategic partnership with Girls Inc. and The HAPPPY Organization.

Our Ethics

We do the right thing for all people,
the planet and our furry friends.

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We support equality across all cultures, races, religions, genders/ orientations, ages and abilities. We take a clear stance on human rights and support non-profits that help underserved communities. We meet and exceed all labor and compliance requirements. We make vegan and cruelty-free products. We partner with organizations that protect animals. We are building on the success of Project Unicorn and continuing to increase focus on recycle/reuse/reduce efforts. We avoid environmentally harmful practices and ingredients.

We stand with
the Black community.

Standing up is who we are, what we represent and how we support our community. Our priority is to ensure that our Black employees, consumers and community feel supported in our collective condemnation of anti-black racism. We stand in solidarity against racial injustice.

Our response to

During this uncertain time due to the Covid-19 pandemic, we are focused on the health and wellness of our e.l.f. family around the globe.

Our commitment to diversity and equality is infinite.

We’ve partnered with the It Gets Better Project. Uplifting, empowering and connecting LGBTQ+ youth around the globe through storytelling.

We’re stripping down to next to nothing.

Since Project Unicorn’s launch in February 2019, e.l.f. Beauty has eliminated over 1,000,000 pounds of packaging waste!