E.l.f.
cosmetics company
e.l.f. Beauty, Inc. is an American cosmetics brand based in Oakland, California. It was founded by Joseph Shamah and Scott Vincent Borba in 2004. The company sells bath and skin-care products, mineral-based makeup, professional tools, eyeliners, lipstick, glosses, blushes, bronzers, brushes and mascara. Its products are sold in 18 countries and in several stores, including Target, CVS, Sephora, and Walmart. Over half the company's sales come from its website, which is also as a social networking site with over two million members.
History and operations
e.l.f. (short for Eyes Lips Face) Cosmetics was founded by Joseph Shamah and businessman Scott-Vincent Borba in June 2004, with the assistance of Shamah's father, Alan.
On February 3, 2014, TPG Growth bought a majority stake in e.l.f.
This brief starts where responsible research should: with the source description of “E.l.f.” as cosmetics company. Everything that follows is an evidence route, not borrowed authority.
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The subject matters to the history & society register because the source frames it as cosmetics company. Its deeper value depends on whether names, dates, institutions and citations support that framing.
Chronology, provenance and viewpoint should be read together before a broad social or political interpretation is accepted. The source revision retrieved here is dated Sep 8, 2026. The linked authority identifier is Q5422801. 2 of 3 selected statements include explicit references; 0 carry qualifiers and 0 use preferred rank. The first chronological checks are 2004 and 2014.
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This entry incorporates text from “E.l.f.” on English Wikipedia. Contributors are listed in the page history. Text is available under the Creative Commons Attribution-ShareAlike 4.0 License. Selected authority identifiers and statements are retrieved from Wikidata under CC0; their references and qualifiers remain part of the verification path.