e.l.f. Beauty, Inc. is an American cosmetics brand based in Oakland, California. It was founded by Joseph Shamah and Scott Vincent Borba in 2004. 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. Cosmetics' products have been reviewed in Glamour, Allure, Self, InStyle, and Good Housekeeping, and are sold in 17 countries, and in several 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. Wikipedia