e.l.f. Cosmetics, founded in 2004 by Joseph Shamah and Scott Vincent Borba, is an American brand offering affordable, inclusive, and cruelty-free beauty products, including makeup, skincare, and tools. Known for its “Eyes, Lips, Face” (e.l.f.) slogan, the company emphasizes high-quality, vegan formulas and ethical practices, such as using Fair Trade Certified™ facilities and sustainable ingredients.