e.l.f. Cosmetics, founded by Joseph Shamah and Scott Vincent Borba in 2004, is an American cosmetics brand known for its affordable yet high-quality products.

The company, headquartered in Oakland, California, offers a wide range of makeup products including foundations, highlighters, lashes, and palettes. e.l.f. stands for 'Eyes, Lips, Face' and caters to a diverse customer base.

Their products are vegan, cruelty-free, and free from harmful ingredients like phthalates and parabens. The brand has a strong digital presence, particularly on platforms like TikTok and Instagram, and is popular among Gen Z consumers. e.l.f.

Cosmetics' innovative digital marketing strategies include unique campaigns on TikTok and collaborations with influencers. They are committed to ethical practices and continuously evolve their product line to meet consumer needs for clean and ethical products.

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