e.l.f. Cosmetics (which stands for "eyes lips face") is an international makeup brand based in New York City. Products are typically priced at $1.00, $3.00 and $5.00 price points. e.l.f. carries eyeliners, lipstick, glosses, blushes, bronzers, brushes, mascara, skincare products and more.
Joseph Shamah and Scott Vincent Borba founded e.l.f. in 2004. e.l.f. products are now sold in 17 countries.