E.l.f.

e.l.f. (short for Eyes Lips Face On February 3, 2014, TPG Growth bought a majority stake in e.l.f. Cosmetics. The acquisition was finalized in October 2023. In April 2025, British professional auto racing driver Katherine Legge, supported by E.l.f. Cosmetics, competed in at least seven NASCAR National Series events, including a return to the NASCAR Cup Series in Mexico City in June of the same year. This partnership continues E.l.f.'s trailblazing presence in motorsports, following their role as the first beauty brand to sponsor a driver and activate at the Indianapolis 500. In May 2025, E.l.f. Cosmetics became the first beauty sponsor of the National Women’s Soccer League (NWSL) in a three-year deal starting with the NWSL Challenge Cup. The partnership includes a talent development initiative, the “Glow for Glory Contest,” and content collaboration with Footballco. It aims to support young female athletes and promote leadership through sports. E.l.f. announced on May 28, 2025 that it intended to acquire Rhode, Hailey Bieber's beauty brand, for up to $1 billion. The acquisition was completed in August. E.l.f. plans to expand the Rhode brand into European Sephora Stores in 2026. ==Products==

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, ==Sales==

Retail e.l.f. Cosmetics is currently available in 18 countries including the United States, Canada, Australia, the United Kingdom, Saudi Arabia, France, Colombia, and Spain. Dollar General, Glamour magazine wanted to feature an e.l.f. product but told the company they couldn't unless the product was nationally available for their 2 million-person readership base. The website is now the brand's primary sales vehicle ==Media presence and sponsorship==

e.l.f. products have been favorably reviewed in dozens of major magazines, including Glamour, Allure, Self, In November 2023, e.l.f created the Roblox experience "e.l.f UP!", a Roblox tycoon game where players become entrepreneurs. For the 108th Running of the Indianapolis 500 in 2024, e.l.f sponsored the No. 51 IndyCar of Katherine Legge, becoming the first beauty brand to be a primary sponsor in the Indianapolis 500. This partnership (according to a report to investors) started after the previous years Indy 500. e.l.f further sponsored Katherine Legge's racing for 2025, this time in NASCAR (both the Cup and Xfinity Series) for at least seven races starting at the Xfinity Series' return to Rockingham Speedway in April. On August 10, 2025, e.l.f. released an ad with comedian Matt Rife and drag queen Heidi N Closet playing lawyers who were fighting beauty injustices and overpriced products. The ad gained controversy as Matt Rife has made sexist jokes that involved body shaming women, shaming women who were OnlyFans models, and made a domestic violence joke to open his comedy special. e.l.f released a statement on Instagram saying, "You know us, we're always listening, and we've heard you. This campaign aimed to humorously spotlight beauty injustice. We understand we missed the mark with people we care about in our e.l.f. community." ==Campaigns==

Breast cancer funds During October 2004, just months after its founding, e.l.f. donated 20% of the proceeds from its 'Shimmering Facial Whip' to Win Against Breast Cancer's research and facilities. It also provided "Color Therapy Care Packages" to breast cancer patients in inner-city hospitals in Los Angeles. e.l.f. cites its loyal customer base in and CEO Tarang Amin has stated the company is not worried about anti-DEI pushback. == References ==