E.l.f.

Leading mass-market cosmetics brand and one of the fastest-growing beauty companies in the US, known for aggressive digital marketing and cultural relevance

E.l.f. Beauty (Eyes Lips Face) is an American cosmetics and skincare company founded in 2004, offering a wide range of makeup, skincare, and beauty tools at accessible price points. The brand has built a loyal following by delivering quality formulations comparable to prestige brands at a fraction of the cost, positioning itself as a disruptor in the mass beauty market. E.l.f. is sold through major retailers including Target, Walmart, Ulta Beauty, and CVS, as well as its own direct-to-consumer e-commerce channel. E.l.f. is widely recognized as one of the most innovative marketers in the consumer packaged goods space. The company has become a case study in digital-first, culturally resonant marketing — most notably through its viral TikTok campaigns, including the 'Eyes. Lips. Face.' original song that became one of the most successful branded TikTok activations ever. E.l.f. consistently ranks among the top beauty brands on social media for engagement and has pioneered influencer marketing, user-generated content strategies, and real-time cultural moments. Publicly traded on the NYSE under the ticker ELF, the company has delivered exceptional revenue growth in recent years, expanding internationally and acquiring brands such as Naturium. E.l.f.'s marketing strategy — emphasizing inclusivity, value, and digital engagement — has made it a benchmark for how consumer brands can connect with Gen Z and millennial audiences through paid, owned, and earned media channels.