E.l.f. Brands

Top-three mass-market cosmetics brand in the U.S. by market share, known for aggressive digital marketing and rapid growth

e.l.f. Beauty (Eyes Lips Face) is an American cosmetics company founded in 2004, offering a wide range of affordable makeup, skincare, and beauty tools. The brand built its reputation on delivering high-quality, trend-forward products at accessible price points, positioning itself as a democratizing force in the beauty industry. e.l.f. is publicly traded on the NYSE and has grown into one of the top mass-market beauty brands in the United States, consistently gaining market share against legacy players. e.l.f. is widely recognized in marketing and media circles for its exceptionally bold and effective advertising strategy. The company has become a case study in digital-first, culturally resonant marketing — leveraging TikTok, influencer partnerships, user-generated content, and viral moments to drive outsized brand awareness relative to its media spend. Its 'Eyes. Lips. Face.' TikTok campaign in 2019 became one of the most successful branded campaigns on the platform, generating billions of views. e.l.f. consistently ranks among the most-discussed beauty brands on social media. e.l.f. Brands serves as the parent entity encompassing e.l.f. Beauty and its acquired brands, including Naturium (skincare) and Keys Soulcare. The company sells through major retail partners such as Target, Walmart, Ulta Beauty, and CVS, as well as its own DTC e-commerce channel. Its marketing-led growth model, Gen Z targeting, and cultural agility make it a significant subject of study in consumer marketing and brand strategy.