e.l.f. Hydrating Camo Concealer

e.l.f. (Eyes Lips Face) is a popular American cosmetics brand founded in 2004 by Joseph Shamah and Scott Vincent Borba in Oakland, California. The brand is well-known for providing high-quality, professional-grade makeup products at accessible price points, emphasizing vegan and cruelty-free formulations.

While the brand's creative and business operations are headquartered in the United States, its manufacturing is primarily outsourced to facilities in China. This allows the company to maintain its competitive pricing strategy. The brand is currently owned by e.l.f. Beauty, Inc., a publicly traded company on the New York Stock Exchange. e.l.f. remains a major player in the global beauty market, expanding its presence through both digital sales and major retail partnerships across North America and Europe.