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.
Tarang Amin is the Chairman and CEO of e.l.f. Beauty, the affordable cosmetics company he took public in 2016 and grew from a $135 million equity story into a multi-brand portfolio anchored by e.l.f. Cosmetics, e.l.f. SKIN, Naturium, Well People, Keys Soulcare, and - as of May 2025 - Hailey Bieber's rhode in a $1 billion deal.