e.l.f. Cosmetics

e.l.f. is for every
eye, lip and face.

And everything we do
starts with yours.

We believe in guilt-free play with major pay-off for minimalists, maximalists and every look in between. We’ve got a gloss for every mood, and game-changers for every day. And how-tos that are more like, why nots?

This is instant access to the best of beauty—all the thrills with no velvet ropes (and no BS). Proud to be 100% vegan and cruelty-free, worldwide. Because kindness is chic (and we love being nice to your wallet).

Welcome to the beauty-verse—where everyone can own their beauty, without compromise.

We make the best of beauty accessible to every eye, lip and face.

Since 2004, e.l.f. Cosmetics has made the best of beauty accessible to every eye, lip and face. We make high-quality, prestige-inspired cosmetics and skin care products at an extraordinary value and are proud to be 100% vegan and cruelty-free. As one of the first online beauty brands, e.l.f. continues to attract a highly-engaged audience and set benchmarks with new digital platforms. Our brand is widely available at leading retailers such as Target, Walmart, and Ulta Beauty, and has a growing international presence.

Featured Products


The ultimate skin perfecting primer — the #1 mass primer in America!


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A medium-to-full coverage color correcting foundation with SPF 30.


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A dual-ended precision liner and spoolie for even, perfectly defined brows.


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