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About Elf

E.l.f. Cosmetics, founded in 2004 by Joseph Shamah and Scott Vincent Borba, has emerged as a trailblazer in the beauty industry. The brand's name stands for "eyes, lips, face," reflecting its commitment to providing affordable, high-quality makeup products. E.l.f. was one of the first digitally native beauty brands, initially launching with a unique $1 price point for its products. This innovative approach not only disrupted traditional beauty marketing but also built a loyal customer base that appreciates both affordability and quality. Today, E.l.f. continues to thrive by focusing on cruelty-free and vegan products, appealing especially to younger consumers.

Frequently Asked Questions

What does E.l.f. stand for? E.l.f. stands for "eyes, lips, face," representing the brand's focus on providing comprehensive cosmetic solutions for these key areas.

Are E.l.f. products cruelty-free? Yes, all E.l.f. products are 100% cruelty-free and vegan, aligning with their commitment to ethical beauty practices.

Where can I purchase E.l.f. products? E.l.f. Cosmetics are available through their official website as well as various retailers including Target, Walmart, and drugstores across multiple countries.

What is the price range of E.l.f. products? Most E.l.f. products are priced between £3 and £10, making them highly accessible to consumers looking for quality makeup at an affordable price.

How does the Beauty Squad program work? The Beauty Squad program allows members to earn rewards through purchases and engagement with the brand's community initiatives, providing benefits like free products and special promotions.

Through its innovative approach to marketing and commitment to quality at an affordable price point, E.l.f. Cosmetics continues to resonate with consumers seeking value in their beauty purchases while maintaining ethical standards in product development.