# e.l.f. Beauty

> e.l.f. Beauty is an Oakland-based, publicly traded cosmetics company (NYSE: ELF) built on a simple disruptive idea: prestige-quality makeup and skincare that almost everyone can afford. Founded in 2004 as e.l.f. (Eyes Lips Face) and reshaped under CEO Tarang Amin since 2014, it has grown into a multi-brand house spanning e.l.f. Cosmetics, e.l.f. SKIN, Well People, Keys Soulcare, Naturium, and Hailey Bieber's rhode. Every product is vegan and cruelty-free, most cost under $20, and the company has become a case study in social-first, community-driven brand building.

- **Founded:** 2004
- **Headquarters:** Oakland, California, United States
- **Founders:** Joseph Shamah (Co-Founder), Scott-Vincent Borba (Co-Founder)
- **Team size:** ~1,900 employees
- **Products:** e.l.f. Cosmetics, e.l.f. SKIN, Naturium, rhode, Well People
- **Notable:** Grew shareholder equity from roughly $135M (2014) to over $8B under CEO Tarang Amin., One of the most successful beauty IPOs when it listed on the NYSE in 2016., Long multi-year streak of consecutive quarters of net sales growth.

## Products & services

- **e.l.f. Cosmetics** — The flagship mass-market makeup brand - foundations, primers, lip products, eye makeup and tools, the vast majority priced under $20.
- **e.l.f. SKIN** — Affordable skincare line including the cult Holy Hydration and Power Grip ranges.
- **Naturium** — High-performance, ingredient-led skincare brand acquired in 2023 for $355M, sold largely through Target.
- **rhode** — Hailey Bieber's skincare and lip brand, acquired in 2025 in a deal valued up to $1 billion.
- **Well People** — Clean, plant-powered color cosmetics and skincare brand.
- **Keys Soulcare** — Wellness-focused skincare and lifestyle brand co-created with Alicia Keys.

## Achievements

- Grew shareholder equity from roughly $135M (2014) to over $8B under CEO Tarang Amin.
- One of the most successful beauty IPOs when it listed on the NYSE in 2016.
- Long multi-year streak of consecutive quarters of net sales growth.
- All products certified vegan and cruelty-free (Leaping Bunny).
- Became the first beauty brand to advertise in the Super Bowl in recent years.
- Built one of the most-followed beauty presences on TikTok.

## Latest updates

- **2025-08** — Completed acquisition of Hailey Bieber's rhode (deal valued up to $1 billion).
- **2025-05** — Announced definitive agreement to acquire rhode.
- **2025-05** — Reported fiscal 2025 net sales growth of 28%.
- **2023-10** — Completed $355M acquisition of skincare brand Naturium.

## Links

- Website: https://elfbeauty.com
- LinkedIn: http://www.linkedin.com/company/e-l-f-beauty
- Twitter/X: https://twitter.com/elfcosmetics
- YouTube: https://www.youtube.com/user/elfcosmetics
- Instagram: https://www.instagram.com/elfcosmetics/
- Facebook: https://www.facebook.com/elfcosmetics/
- TikTok: https://www.tiktok.com/@elfyeah

---

Profile page: https://yespress.io/e-l-f-beauty
Published by YesPress — https://yespress.io
Last updated: 2026-06-02