E.l.f. was founded by father-son entrepreneurs Alan and Joey Shamah, who collectively spent over 30 years in the apparel business. Inspired by the fast-fashion industry's growing success, the duo set out to recreate the model of low prices, fast turnarounds, and trendy aesthetics for the beauty world. They were motivated by the site of wealthy women buying affordable beauty products. But unlike the fast-fashion world, the Shamahs vowed to stray away from the notion that cheap products meant low-quality results. Instead, they created products that performed well above its super-affordable price tag.
ELF (short for Eyes, Lips and Face) started in 2014 with only 13 make up products and evolved into a multimillion enterprise. The brand had been reviewed in international fashion magazines such as Glamour and Allure and is loved by many. Now, ELF is being compared to high end brands, and is coveted by fashion icons and social media influencers.
All e.l.f. products are free from phthalates, parabens, nonylphenol ethoxylates, triclosan, triclocarban, and hydroquinone. All skincare is also free from sulfates.
All e.l.f. products are Vegan and Cruelty Free.