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. The company sells items include bath and skin-care products, mineral-based makeup, professional tools, eyeliners, lipstick, glosses, blushes, bronzers, brushes and mascara. Its products 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 is also as a social networking site with over two million members. Wikipedia