E.l.f. Beauty

One of the fastest-growing mass cosmetics brands in the U.S., known for value pricing, digital marketing leadership, and strong Gen Z brand affinity

E.l.f. Beauty (Eyes Lips Face) is an American cosmetics company founded in 2004, offering a wide range of makeup, skincare, and beauty tools primarily through mass-market retail channels and its own e-commerce platform. The brand has built a loyal following by positioning itself as a high-quality alternative to prestige cosmetics at a fraction of the price, with a strong commitment to being 100% vegan and cruelty-free. E.l.f. has expanded its portfolio through acquisitions, including skincare brand Naturium, and has grown into one of the fastest-growing mass beauty brands in the United States. E.l.f. Beauty is widely recognized as a marketing innovator in the consumer packaged goods space. The brand has become a case study in digital-first, culturally resonant marketing — most notably through its viral TikTok campaigns, including the original branded hashtag challenge #eyeslipsface, which became one of the most successful branded campaigns in TikTok's history. The company invests heavily in influencer marketing, social media, and community-driven content, and has partnered with culturally relevant figures and brands across entertainment and sports. Traded on the NYSE under the ticker ELF, the company has seen significant revenue growth, surpassing $1 billion in annual net sales. E.l.f. competes directly with brands like NYX (L'Oréal), Maybelline, and Wet n Wild in the mass cosmetics segment, while also drawing comparisons to prestige brands due to its product quality positioning. Its marketing-forward approach, digital agility, and value proposition make it a notable brand in discussions of modern consumer marketing and media strategy.