e.l.f. Beauty, Inc. develops, markets and sells cosmetics, skin care and beauty products. Its portfolio includes e.l.f. Cosmetics, which offers makeup, skin care, tools and accessories, as well as brands such as Naturium, W3LL PEOPLE and Keys Soulcare. The company positions its products as accessible and affordable alternatives across a range of beauty categories.
Founded in 2004, e.l.f. Beauty distributes its products through mass retailers, specialty beauty stores, direct-to-consumer websites and other digital channels. The company serves customers in the United States and international markets, with products available through both physical retail locations and e-commerce platforms.
e.l.f. Beauty is led by Chief Executive Officer Tarang Amin, who has served in that role since 2014. The company is headquartered in Oakland, California, and has expanded its business through brand development, digital marketing and acquisitions of complementary beauty and skin-care brands.
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