[3] Items include bath and skin-care products, mineral-based makeup, professional tools,[4] eyeliners, lipstick, glosses,[5][6] blushes, bronzers, brushes, and mascara, among others.

Cosmetics' products have been reviewed in Glamour, Allure, Self,[6] InStyle, and Good Housekeeping,[9] and are sold in 17 countries, and in several stores including Target,[10] Kmart,[6] Dollar General,[3] and Walmart.

[7] Over half the company's sales come from its website, which doubles as a social networking site with over two million members.

Borba was a 31-year-old Los Angeles beauty-industry veteran, responsible for previously launching brands such as Hard Candy cosmetics.

Borba claims the idea originated from seeing women with expensive cars such as BMWs and Mercedes-Benzes buying bargain-price cosmetics at 99-cent stores in Los Angeles.

[1] Joey Shamah was replaced by Tarang P. Amin, who "has been appointed president, chief executive officer and director of e.l.f.

is also sold at various supermarkets and women's apparel discount retailers, often in four-tiered spinners or "fish bowls" in impulse-buy sections.

[5] All product pages on the site host a "chat now" button that lets customers connect directly with one of the company's in-house professional makeup artists.

The site hosts a "virtual makeover lab", where customers can digitally test products on models or their own photos.

[4][6] Also included is the option to create a wish-list that connects to Facebook,[5][21] or view educational web videos on makeup techniques and styles.

Subscribers on the mailing list can earn points or gift certificates for making web referrals that turn into sales transactions.

[12] It also frequently hosts online events, and since 2010 has asked customers of all ages and ethnicities to submit to a casting resource to select a yearly model representative for the brand.

products have been favorably reviewed in dozens of major magazines, including Glamour, Allure, Self,[6] InStyle, and Good Housekeeping.

[19] The business has been profiled by publications such as Entrepreneur,[13][21] CNN,[9] Retail Merchandiser,[4] Information Week,[5] and The Wall Street Journal.

The magazine stated the set included "almost every color imaginable," and the product quickly sold entirely out of stock.

debuted a digital series, "Vanity Table Talk", which will be released monthly on YouTube, Instagram, and TikTok.

It also provided "Color Therapy Care Packages" to breast cancer patients in inner-city hospitals in Los Angeles.

CEO Joseph Shamah later earned PETA's "Trail-Blazer Award", given for "compassion and commitment to never testing on animals.

Cosmetics announced the "Mi & You Can Make a Difference" campaign days after the 2011 Tōhoku earthquake and tsunami disaster, which helped fund relief efforts.

The program donated 5% of all online purchases to the Red Cross for Japan's crisis recovery initiative.

cites its loyal customer base in and CEO Tarang Amin has stated the company is not worried about anti-DEI pushback.