e.l.f. Cosmetics Mineral Pearls Natural

e.l.f. Cosmetics, which stands for Eyes Lips Face, was founded in 2004 in the United States. The brand was established by Joseph Shamah and Scott Vincent Borba with a philosophy of providing high-quality cosmetics at affordable price points. This specific product, the Mineral Pearls in the Natural shade, was designed to improve skin tone and provide a radiant finish using mineral-based ingredients.

While the brand is rooted in California, its production is largely outsourced to China to maintain its competitive pricing. In 2014, the private equity firm TPG Growth acquired a majority stake in the company. e.l.f. Beauty, Inc. went public in 2016 and remains the parent company and ultimate owner of the brand. Today, it is recognized globally as a leader in clean, vegan, and cruelty-free beauty products.