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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.
In 2023, Rare Beauty launched its Soft Pinch Tinted Lip Oils, they sold out within 12 hours on RareBeauty.com, generating a wait-list of more than 20,000 customers. [ 49 ] As of 2023, Rare Beauty emerged as the top index brand on TikTok and Instagram, with a combined media impact value of US$313,198,657 on the two platforms alone. [ 50 ]
The company began selling Kylie Lip Kits, a liquid lipstick and lip liner set, on November 30, 2015. [2] Formerly known as Lip Kit by Kylie, the company was renamed Kylie Cosmetics in 2016. [citation needed] In 2018, Forbes reported that the company was valued at $800 million and in March 2019 valued the company at $900 million.
As of March 2018, Burt's Bees lip balm had reached such a level of popularity that some reports claimed one tube of the lip balm was purchased every second. [21] In 2022, Burt's Bees announced a multi-year partnership with rePurpose Global to finance a critical recycling infrastructure that prevents plastic waste from flowing into the ocean. [22]
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Bonne Bell is a cosmetics company aimed for teens. The company was best known for its line of astringents and cleansers named "10-0-6." In the 1970s, they expanded into a popular range of lip balms called Lip Smackers which became the company's signature product.
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