e.l.f. Cosmetics Halo Glow Loose Setting Powder

e.l.f. Cosmetics, which stands for Eyes Lips Face, was founded in 2004 in Oakland, California, by Joseph Shamah and Scott Vincent Borba with the goal of providing high-quality cosmetics at affordable price points. The Halo Glow Loose Setting Powder is part of their popular complexion line designed to provide a radiant, blurred finish.

While the brand's creative direction and corporate headquarters remain in the United States, the manufacturing of their products primarily takes place in China to maintain their budget-friendly pricing model. The company is publicly traded on the New York Stock Exchange under its parent company, e.l.f. Beauty, Inc. The brand has evolved from an online-only startup into a global beauty powerhouse, known for its vegan and cruelty-free certifications.