e.l.f. Halo Glow Liquid Filter

e.l.f. Cosmetics, standing for 'Eyes Lips Face,' was founded in 2004 in New York City by Joseph Shamah and Scott Vincent Borba. The brand revolutionized the beauty industry by offering high-quality, trend-driven products at disruptive, mass-market price points, initially launching with products priced at just $1. Its 'Halo Glow Liquid Filter' has become one of its most viral 'holy grail' products, known for providing a radiant, soft-focus finish similar to high-end luxury products.

While the brand was born in the United States, its manufacturing has historically been concentrated in China to maintain its accessible pricing. However, as of the mid-2020s, the parent company, e.l.f. Beauty, Inc., has actively worked to diversify its supply chain, moving significant production to other regions such as Vietnam and Mexico to mitigate geopolitical risks and tariffs. Despite this shift, a large portion of its cosmetic products remains produced in specialized facilities in China.

Today, e.l.f. Beauty, Inc. is a major publicly traded company on the New York Stock Exchange (NYSE: ELF). It has evolved from a single-brand digital startup into a multi-brand powerhouse, acquiring other prominent names like Naturium and Rhode. The company remains headquartered in Oakland, California, and is widely recognized for its 100% cruelty-free and vegan formulations, positioning itself as a purpose-led leader in the global beauty market.