e.l.f. Cosmetics Inc. is a leading American beauty brand offering affordable, high-quality, vegan, and cruelty-free makeup and skincare, serving a global customer base through digital and retail channels.
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e.l.f. Cosmetics has recently focused on expanding its skincare portfolio, enhancing digital personalization, and pursuing strategic acquisitions to strengthen its market position.
Acquisition of Naturium, a fast-growing skincare brand, for $355 million
Strategic efforts to expand market presence and reach new customer segments.
Implementation of advanced technologies to improve service delivery and customer experience.
e.l.f. Cosmetics Inc. is renowned for its mission to make beauty accessible to everyone, offering a wide range of vegan and cruelty-free products at affordable prices. The company began as an online-only brand and quickly expanded into major retail chains, leveraging both digital and physical sales channels. Its product portfolio includes makeup, skincare, and beauty tools, all formulated without harmful ingredients. e.l.f. maintains a strong focus on innovation, customer feedback, and ethical manufacturing practices.
