Overview
e.l.f. Beauty, Inc. is a beauty company focused on cosmetics and skin care. Its products include eye, lip and face makeup, beauty tools and accessories, and skin care, sold under brands including e.l.f. Cosmetics, e.l.f. SKIN, rhode, Naturium and Well People. The company’s mission is “to make the best of beauty accessible to every eye, lip and face,” with an emphasis on inclusivity and accessibility.[1][2][3][4]
Founded in 2004, e.l.f. Beauty sells through e-commerce and retail channels in the United States and internationally. Its international presence continued to expand in 2026 with e.l.f. Cosmetics’ launch in Brazil and rhode’s launch in Sephora Europe markets.[5][3][6][7]
For fiscal 2026, ended March 31, 2026, the company reported net sales of $1.64 billion and 849 full-time employees.[8][9] [1][2][3][4][5][6][7][8][9][5][6][7][9]
Products & services
e.l.f. Beauty’s product portfolio includes e.l.f. Cosmetics and Well People color cosmetics; e.l.f. SKIN, rhode, and Naturium skincare; and beauty tools and accessories. e.l.f. Cosmetics offers eye, lip, and face makeup, including Power Grip Primer, a gel primer, and Halo Glow Liquid Filter, a complexion product.[4][10][11] e.l.f. SKIN’s products include Holy Hydration! Daily Cleanser, formulated with hyaluronic acid and ceramides.[4][12]
rhode’s skincare range includes Peptide Glazing Fluid, a gel serum, and Barrier Restore Cream, a daily moisturizer.[4][13][14] Naturium sells face and body skincare, including The Purifier Niacinamide Serum Body Wash, which contains 2% niacinamide, and Vitamin C Complex Serum.[4][15][16] Well People offers plant-powered clean beauty products, including Bio Tint SPF 30 Tinted Moisturizer and Expressionist Pro Mascara.[4][17][18]
For FY2026, ended March 31, 2026, net sales were $1,636.5 million, up 25%; the rhode acquisition contributed $293.5 million of the $323.0 million year-over-year increase. The company reported growth across all five brands, but did not disclose brand or product-category revenue shares.[8][19] The company describes retail and e-commerce sales channels but does not identify a separate service offering.[20] [4][20][8][19][10][11][12][13][14][15][16][17][18]
Geographic presence
As of FY2026, e.l.f. Beauty’s principal executive offices are in Oakland, California. Its listed offices are in New York City, Los Angeles, Fairfield, New Jersey, London, and Shanghai; listed distribution facilities are in Ontario, California, and Lutterworth, UK.[21][22] Third-party logistics providers also operate U.S. distribution centers in California, Ohio, Georgia, Utah, Pennsylvania, Texas, and New Jersey, and international centers in the UK, Netherlands, Canada, and China.[23]
The company’s September 2026 release stated that international sales represented 21% of net sales, double their share over the preceding five years, but did not provide a country-level revenue breakdown.[6] e.l.f. Cosmetics launched in Brazil in September 2026.[6] [21][22][22][22][22][22][22][22][22][22][22][22][22][22][22][22][22][23][6][6]
Business segments
e.l.f. Beauty, Inc. reports one operating and one reportable segment, which includes its consolidated business; it does not disclose separate revenue by product line. For the fiscal year ended March 31, 2026, that segment generated $1,636.5 million in net sales, or 100% of consolidated net sales.[24][25] The company assesses segment performance using consolidated net income.[26]
The company also describes several brands, but does not report them as separate segments or disclose brand-level revenue contributions. These brands include e.l.f. Cosmetics, its flagship color-cosmetics brand; e.l.f. SKIN, focused on skincare; rhode, offering skincare essentials; Naturium, focused on facial and body skincare; and Well People, focused on plant-powered clean beauty and color cosmetics.[27]
By sales channel—not by reportable segment—retailer channels accounted for approximately 76% of FY2026 net sales and e-commerce approximately 24%.[28] [24][25][26][27][27][27][27][27][28]
Company history
e.l.f. Beauty was founded in 2004 by Joseph Shamah and Scott-Vincent Borba as an online beauty business. In 2007, it expanded into physical retail through a launch in 700 Target stores.[29][30] Tarang Amin joined as CEO in 2014. The company went public in 2016, pricing its IPO at $17 per share and listing on the New York Stock Exchange as ELF; in 2018, it marked its partnership with Ulta Beauty as another retail milestone.[29][31]
In 2020, e.l.f. acquired clean-beauty brand W3LL PEOPLE and announced Keys Soulcare, a lifestyle brand developed with Alicia Keys, broadening its portfolio beyond its original cosmetics business.[32][33] It completed its acquisition of skincare brand Naturium in October 2023.[34][35] In August 2025, it completed the acquisition of rhode, founded by Hailey Bieber, extending its portfolio further into skin-focused beauty.[36] [34][35][36][29][30][31][32][33]
Sources
- e.l.f. Beauty, Inc. — Full financial report (2026 Y)
- investor.elfbeauty.com[5]
- investor.elfbeauty.com[6]
- www.elfbeauty.com[7]
- companiesmarketcap.com[9]
- www.elfcosmetics.com[10]
- www.elfcosmetics.com[11]
- www.elfcosmetics.com[12]
- www.rhodeskin.com[13]
- www.rhodeskin.com[14]
- naturium.com[15]
- naturium.com[16]
- www.wellpeople.com[17]
- www.wellpeople.com[18]
- e.l.f. Beauty, Inc. — Press release (2026 Y)[19]
- investor.elfbeauty.com[29]
- www.usatoday.com[30]
- investor.elfbeauty.com[31]
- investor.elfbeauty.com[32]
- investor.elfbeauty.com[33]
- e.l.f. Beauty, Inc. — Full financial report (2025 Y)[34][35]
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