e.l.f. Cosmetics Set It Bright Correcting Powder

e.l.f. Cosmetics, standing for Eyes Lips Face, is an American cosmetics brand that revolutionized the beauty industry by offering high-quality makeup at accessible price points. Founded in 2004, the brand gained popularity through its online presence and eventually expanded into major global retailers. Their Set It Bright Correcting Powder is part of a diverse range of vegan and cruelty-free products.

While the brand was founded and is headquartered in the United States, its manufacturing is primarily centralized in China to maintain its competitive pricing strategy. The brand operates under e.l.f. Beauty, Inc., which went public in 2016 and remains the ultimate owner of the brand. The company continues to lead the way in mass-market beauty innovation, focusing on ethical production and trend-driven collections.