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 stand with every eye, lip, face, paw and fin.
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.
Our values
Our values
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.
Our superpowers
Our superpowers
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
We exclude 2,500+ ingredients from our formulas to exceed FDA and EUCR restrictions. The FDA only restricts 11 ingredients.
Cruelty free
We are proudly 100% cruelty free worldwide.
Fair Trade Certified™
More than >85% of our products are made in Fair Trade Certified™ facilities.
Our exec team
Our exec team
The fearless leaders of this rocketship.
