Brands

We make the best of beauty accessible to every eye, lip and face. To encourage self expression, empower others and embody our ethics.

Our brands

Our brands

Change makers. Industry shakers.

Background

Our journey

The story of a beauty brand turned bold challenger. 

2024

brands-landing-timeline-card-2024-1

Breaking a billion, baby.

brands-landing-timeline-card-2024-2

e.l.f. Beauty turns 20!

brands-landing-timeline-card-2023-1

Naturium joins the fam.

brands-landing-timeline-card-2023-2

e.l.f. Beauty moves across the pond.

brands-landing-timeline-card-2021-1

e.l.f. Cosmetics First-Ever Commercial Debuting at The Big Game

e.l.f. SKIN enters the scene.

brands-landing-timeline-card-2022-2

eyes. lips. Fair Trade Certified™.

brands-landing-timeline-card-2022-3

e.l.f. glows all out with the new Halo Glow collection.

e.l.f. launches America's #1 Primer, Power Grip.

brands-landing-timeline-card-2021-2

e.l.f. x Chipotle team up for a 'bowl'-d collab.

Well People joins the e.l.f. Beauty family.

brands-landing-timeline-card-2020-2

Keys Soulcare is born.

brands-landing-timeline-card-2019-1

Our music video breaks the e.l.f.ing internet.

brands-landing-timeline-card-2019-2

e.l.f. Camo franchise drops and becomes an instant hit.

Project Unicorn cuts down on excess packaging.

brands-landing-timeline-card-2018-1

Landing the Ulta-mate beauty partnership.

Putty Primer hits the market.

e.l.f. Cosmetics hits $270M in net sales.

brands-landing-timeline-card-2016-1

e.l.f. Beauty enters the NYSE as ELF.

brands-landing-timeline-card-2015-1

e.l.f. opens its first international office in Shanghai.

Tarang P. Amin joins e.l.f. as CEO.

brands-landing-timeline-card-2012-1

Making mega moves into new retailers across the country.

brands-landing-timeline-card-2010-1

e.l.f. launches  in 700 Targets nationwide.

Boom. We're a multi-million dollar company.

brands-landing-timeline-card-2004-1

Beauty's bold disruptor is born.

KEEP THE E.L.F. UP