e.l.f. Beauty, Inc.

e.l.f. Beauty, Inc. is a multi-brand beauty company that provides inclusive, accessible, clean, vegan, and cruelty-free cosmetics and skin care products. The company's vision is to build brands that disrupt industry norms, shape culture, and connect communities through positivity, inclusivity, and accessibility, with a mission to make the best of beauty accessible to every eye, lip, and face. The company's brand portfolio includes e.l.f. Cosmetics, e.l.f. SKIN, rhode, Naturium, and Well People. The Keys Soulcare brand was transferred to Alicia Keys in May 2026 and is no longer part of their portfolio. These brands are sold online and through leading beauty, mass-market, and specialty retailers. e.l.f. Beauty maintains strong relationships with retailers such as Target, Walmart, Amazon, and Sephora, which have facilitated distribution expansion both domestically and internationally. e.l.f. Cosmetics, the global flagship brand, offers premium quality products at accessible prices that are e.l.f. clean and vegan, double-certified by Leaping Bunny and PETA as cruelty-free. Products are also made in Fair Trade Certified™ facilities. e.l.f. SKIN focuses on clean and kind skin care, providing innovative, efficacious formulas at accessible prices with universal appeal. e.l.f. SKIN products are e.l.f. clean and vegan, double-certified by Leaping Bunny and PETA as cruelty-free, and made in Fair Trade Certified™ facilities. rhode is a line of curated skincare essentials founded by Hailey Rhode Bieber, offering science-based products designed to be accessible and simplify efficacious skincare.