E.L.F.

Eyes Lips Face, also known as e.l.f. Cosmetics, is an international cosmetics brand based in New York City. Founded by Joseph Shamah and Scott Vincent Borba in 2004, it sells products largely at $1, $3, and $5 price points. Items include bath and skin-care products, mineral-based makeup, professional tools, eyeliners, lipstick, glosses, blushes, bronzers, brushes, and mascara, among others.

According to the company, its products are 100% "cruelty-free", and it supports PETA's no fur campaign. e.l.f. Cosmetic's products have been reviewed in Glamour, Allure, Self, InStyle, and Good Housekeeping, and are sold in 17 countries and stores including Target, Kmart, Dollar General, and Walmart. Over half the company's sales come from its website, which doubles as a social networking site with over two million members.

e.l.f. Cosmetics was founded by Joseph Shamah and Scott Vincent Borba in June 2004. The duo originally met at a party in 2002; Shamah was a 23-year-old New York University business student. Borba was a 31-year-old Los Angeles beauty-industry veteran, responsible for previously launching brands such as Hard Candy cosmetics. Both were enthusiastic about an inexpensive, high-quality cosmetics line for women, and decided to form a company together. A few days after the party they sat down to brainstorm, and a business plan was created within months. Borba claims the idea originated from seeing women with expensive cars such as BMWs and Mercedes-Benzes buying bargain-price cosmetics at 99-cent stores in Los Angeles.

e.l.f. Cosmetics (short for Eyes Lips Face) was officially launched in New York City on June 2004, also with the assistance of Shamah's father Alan. They continue to sell high-quality cosmetics at $1, $3, and $5 price points.
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