e.l.f. Mad for Matte Eyeshadow Palette

e.l.f. Cosmetics (standing for Eyes, Lips, Face) is a highly successful American beauty brand known for making high-quality, professional-grade cosmetics available at an affordable price point. The specific product shown is an eyeshadow palette featuring a range of matte neutral shades, designed to define and shape the eyes.

Originally founded in 2004 in Oakland, California, by Scott Vincent Borba and Joseph Shamah, the brand disrupted the beauty industry by selling products primarily online for as little as $1. This model quickly expanded into retail giants and international markets, particularly the UK, where it is a staple in drugstores and beauty departments.

While the brand is headquartered in the United States, its manufacturing processes are primarily outsourced to China to maintain its competitive pricing. The brand is currently owned by e.l.f. Beauty, Inc., which went public on the New York Stock Exchange in 2016 and continues to lead the company as an independent entity focused on clean, vegan, and cruelty-free beauty standards.