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e.l.f. Beauty, Inc., and its subsidiaries specialize in offering a wide array of cosmetic and skincare products under popular brand names such as e.l.f. Cosmetics, e.l.f. Skin, Well People, and Keys Soulcare. These products encompass eye makeup, lip care, facial cosmetics, skincare solutions, and specialized products like paw care items. The company distributes its products globally through a variety of channels, including prominent retailers both domestically and internationally. Additionally, e.l.f. Beauty operates robust e-commerce platforms that cater to direct-to-consumer sales, enhancing its accessibility and reach across different markets.
Originally known as J.A. Cosmetics Holdings, Inc., the company rebranded as e.l.f. Beauty, Inc. in April 2016 to better align with its expanding portfolio and market presence. Founded in 2004 and headquartered in Oakland, California, e.l.f. Beauty has established itself as a leader in the affordable beauty segment, focusing on providing high-quality products that resonate with a diverse global customer base. The company's commitment to innovation and accessibility has solidified its position in the competitive cosmetics industry, catering to both traditional retail partners and the growing online marketplace.
With a strong foundation built on creativity and customer-centric approaches, e.l.f. Beauty continues to evolve its product offerings and expand its market footprint. By leveraging its strong brand equity and strategic distribution channels, the company remains dedicated to delivering innovative beauty solutions that empower consumers worldwide to express their unique styles and enhance their skincare routines.
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