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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.
These were distributed in about 300 department stores, including Nordstrom's Cosmetics Department. Sephora, and Fred Segal. By 2006 the products were also being sold in health food stores, Walgreens drug stores, and through the QVC/Home Shopping Network. [9] [10] [11] In 2007, Borba published a book, Makeup for Dummies. [12]
Sephora is a French multinational retailer of personal care and beauty products, offering nearly 340 brands [3] alongside its own private label, the Sephora Collection. Its product range includes cosmetics , skincare , fragrance , nail color, beauty tools, body products, and hair care items.
e.l.f. is the only brand of the nearly 1,000 cosmetics brands tracked by Nielsen to gain share for 24 consecutive quarters. Our fiscal 2025 year-to-date results have been exceptional with our team ...
The Beauty Insider program is free to join, but in order to move up the ranks (and receive more perks), members will need to spend the specified amount on Sephora merchandise within a calendar year.
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.
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