e.l.f. Cosmetics was founded by Joseph Shamah and Scott Vincent
Borba in June 2004. The duo originally met at a party in 2002;
Shamah was a 23-year-old New York University business student.
Borba was a 31-year-old Los Angeles beauty-industry veteran,
responsible for previously launching brands such as Hard Candy
cosmetics. Both were enthusiastic about an inexpensive,
high-quality cosmetics line for women, and decided to form a
company together. A few days after the party they sat down to
brainstorm, and a business plan was created within months. Borba
cls 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.
e.l.f.(short for Eyes Lips Face) Cosmetics was officially
launched in New York City on June 2004, also with the assistance
of Shamah's her Alan. They continue to sell high-quality
cosmetics at $1, $3, and $6 price points.
On February 3, 2014, TPG Growth bought a majority stake in E.l.f.
Cosmetics. Joey Shamah was replaced by Tarang P. Amin, who "has
been appointed president, chief executive officer and director of
E.l.f. Cosmetics".
Product
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,
maa, and more. Most items cost $3. The variety of e.l.f.
products allows the company to target a demographic with a broad
age range, from teenagers to women in their 40s and 50s.
The company carries different product lines, which include e.l.f.
Studio, e.l.f. Minerals, and e.l.f. Essentials. There used to be
e.l.f. Bath & Body, which includes moisturizers, , and
fragrances.They have now stopped making those products.
e.l.f. Studio - makeup line includes professional makeup for
professional makeup artists and consumers.
e.l.f. Minerals - consists of makeup made out of natural
minerals.
e.l.f. Essentials - includes "every-day" makeup supplies at lower
prices, in an effort to be affordable. The newer e.l.f Elements
line from e.l.f. Essentials also allows customers to customize
their own makeup palette.
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