e.l.f. Cosmetics (Eyes Lips Face) is an affordable beauty brand founded in 2004 that has revolutionized the cosmetics industry by offering high-quality, cruelty-free makeup and skincare products at accessible price points. Most e.l.f. products retail between $3 and $14, making premium-quality cosmetics available to consumers at every budget level. The brand has become one of the fastest-growing beauty companies in the United States.

e.l.f. offers a comprehensive product range spanning face makeup (foundation, concealer, powder, blush, bronzer), eye makeup (eyeshadow palettes, mascara, eyeliner, brow products), lip products (lipstick, gloss, liner), skincare, brushes, and tools. The brand is 100% vegan and cruelty-free, certified by PETA, and free from phthalates, parabens, nonylphenol ethoxylates, triclosan, triclocarban, and hydroquinone. e.l.f. has been particularly successful at creating affordable dupes for high-end products, earning widespread praise from beauty influencers and consumers.

The company has experienced remarkable growth driven by its strong social media presence, particularly on TikTok where products like the Halo Glow Liquid Filter and Power Grip Primer have gone viral. e.l.f. became the first beauty brand to launch an original song on TikTok and continues to lead in digital marketing innovation. The brand's direct-to-consumer website offers its full product catalog along with exclusive sets and promotions.

Beauty & Cosmetics

e.l.f. Cosmetics offers a full range of vegan, cruelty-free makeup and skincare at ultra-affordable prices ($3-$14), known for viral TikTok products and high-quality dupes of prestige brands.