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e.l.f. Beauty, Inc. is an American cosmetics brand based in Oakland, California.It was founded by Joseph Shamah and Scott Vincent Borba in 2004. [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.
The Estée Lauder Companies Inc. (/ ˈ ɛ s t eɪ ˈ l ɔː d ər / EST-ay LAW-dər; stylized as ESTĒE LAUDER) is an American multinational cosmetics company, a manufacturer and marketer of makeup, skincare, perfume, and hair care products, based in Midtown Manhattan, New York City. It is the second largest cosmetics company in the world after ...
Scott-Vincent Borba (born June 23, 1973) is an American celebrity esthetician, [1] model, singer, actor and founder of e.l.f. Cosmetics, BORBA Inc. and Scott-Vincent Borba Inc. He has authored three books on skin care and beauty.
In terms of shelf space at retailers, e.l.f. lags other large cosmetics brands with about 12 feet of shelf space at Target, 8 feet at Ulta Beauty, and 7 feet at Walmart.
E.l.f Beauty (NYSE: ELF) ... Through a combination of influencer marketing and replicating products from popular prestige brands, the company's cosmetics products have become extremely popular ...
Meanwhile, makeup company e.l.f Beauty said Wednesday evening that 80% of its products are imported from China. CEO Tarang Amin suggested impacts won't hit the company until 2026.