e.l.f. Cosmetics
e.l.f. Cosmetics is an American cosmetics brand based in Oakland, California. Founded by Joseph Shamah and Scott Vincent Borba in 2004, the company sells bath and skin-care products, mineral-based makeup, and professional tools in 18 countries.
The Story
e.l.f. Cosmetics (an acronym for Eyes, Lips, Face) was founded in 2004 by Joseph Shamah and Scott Vincent Borba with a radical premise: high-quality cosmetics should not require a luxury price tag.
The brand started in dollar stores and beauty supply shops, selling makeup for $1, and built its early growth by rejecting conventional retail wisdom. A viral rumor in 2006 that Bloomingdale's was acquiring the company crashed its servers with 18,000 daily orders, forcing the founders to build real logistics and distribution infrastructure from scratch.
By 2008, e.l.f. had secured a Target partnership and expanded into mass-market retail. Over the next decade, the company grew into a publicly traded beauty giant with products sold in more than 25 countries and a reputation for inclusivity, innovation, and accessibility.
Today e.l.f. Beauty, Inc. trades on the NYSE and continues to disrupt the beauty industry with affordable, high-performance products for every skin tone and style.
Key Facts & Metrics
Products & Services
Primer-Infused Matte Blush
A long-wear powder blush infused with primer for seamless blending and incredible staying power. New shades available!
Hydrating Camo Concealer
Full-coverage, hydrating cream concealer with a satin finish.
Hydrating Core Lip Shine
Moisturizing lip gloss with vitamin E and a high-shine finish.
Company Timeline
2004 — Founded by Joseph Shamah and Scott Vincent Borba in Los Angeles
Launched with a radical idea: premium cosmetics at $1. Started in dollar stores and beauty supply shops, rejecting conventional retail markup.
2006 — Viral Bloomingdale's rumor drives 18,000 daily orders
A hoax that Bloomingdale's would acquire e.l.f. went viral, crashing the company's servers and proving demand existed at scale.
2008 — Target partnership and mass-market retail expansion
Secured a major Target partnership, moving from dollar stores into mainstream mass-market retail across the United States.
2016 — Joseph Shamah departs; TPG Growth majority acquisition
Founder Joseph Shamah stepped down as CEO. TPG Growth acquired a majority stake, accelerating expansion and professionalizing operations.
2021 — IPO on NYSE; becomes publicly traded company
e.l.f. Beauty, Inc. went public on the New York Stock Exchange, marking its transformation into a multi-billion-dollar publicly traded cosmetics giant.
