E.l.f. Cosmetics is an American cosmetics brand based in Oakland, California. Items include bath and skin-care products, mineral-based makeup, professional tools, eyeliners, lipstick, glosses, blushes, bronzers, brushes, and mascara, among others.
E.L.F. was founded in 2004 by Alan and Joey Shamah, a father-and-son team with experience in apparel that was inspired by the concept of “fast-fashion. The majority of E.L.F.’s cosmetics items sell for $6 or less, which is meant to encourage customers to try out different items to see what they like.
Who owns Elf Cosmetics?
The company started with only 13 makeup products but has since developed more than 300 products that include bath products, skin-care products, mineral-based makeup, professional tools, eyeliners, lipstick, glosses, blushes, bronzers, brushes, mascara, and many more. Most items cost $3.The variety of e.l.f. products allow the company to target a demographic with a broad age range, from teenagers to women in their 40s and 50s.
The items first retail on the E.L.F. site and the company waits to see how consumers react, before deciding whether to move to sell them in other retailers or its brick-and-mortar stores. The products are available in 19,000 stores in the U.S.
Today, the company is majority owned by TPG Growth II Management, LLC, which acquired the company in January 2014. TPG elf Holdings, L.P. owned 56.8% of shares before the offering. Tarang Amin is the Chairman and CEO of e.l.f. Cosmetics. Shares of E.L.F. Beauty Inc. have surged 46% since the company’s initial public offering, underscoring investor appetite for IPOs.
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