ELF

E.l.f. Beauty, Inc.

A maker of affordable, cruelty-free makeup and skincare, e.l.f. Beauty sells its cosmetics under the e.l.f. brand at drugstore price points, with products like its popular primers, brushes, and lip oils used by everyday shoppers. The name stands for "Eyes, Lips, Face," and the company was founded in 2004 by a young NYU business student, his father, and a beauty-industry veteran who spotted a gap for quality cosmetics priced at just a dollar. In 2019 the brand launched the #EyesLipsFace challenge on TikTok, an original-song campaign that became one of the platform's most viral beauty moments.