We make luxurious beauty accessible for all women to play beautifully®. Established in 2004 as a leading e-commerce business (www.elfcosmetics.com), e.l.f. has become a true multi-channel brand through its own stores and national distribution. By engaging young, diverse makeup enthusiasts with innovative, high quality cosmetics at an extraordinary value, e.l.f. has become one of the fastest growing beauty brands in the U.S.