e.l.f. Soft Glam Satin Foundation

e.l.f. Cosmetics, which stands for 'eyes lips face,' was founded in 2004 by Joseph Shamah and Scott Vincent Borba in Oakland, California. The brand revolutionized the beauty industry by offering high-quality cosmetics at entry-level price points, initially launching with a direct-to-consumer online model before expanding into major retailers worldwide.

While the brand is rooted in American innovation and headquartered in California, its manufacturing is primarily centralized in China to maintain its competitive pricing structure, alongside some production in other international facilities. The brand is known for its commitment to being 100% vegan and cruelty-free.

e.l.f. Beauty, Inc. operates as the ultimate parent company. Since going public in 2016, it has grown its portfolio to include other brands such as Naturium and Keys Soulcare. The company remains headquartered in the United States and continues to dominate the mass-market beauty sector through digital-first marketing and accessible product design.