e.l.f. Beauty is a publicly traded American beauty company headquartered in Oakland, California. Founded in 2004, the company develops and markets accessible, clean, vegan, and cruelty-free cosmetics and skincare products through a portfolio of beauty brands. Its products are sold through e-commerce and major retailers internationally. The company focuses on affordable premium-quality beauty, inclusivity, innovation, and direct engagement with consumers. e.l.f. Beauty has expanded significantly through its brand portfolio, including the acquisition of rhode and Naturium.