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ABOUT e.l.f. Cosmetics
e.l.f. Cosmetics is a popular American beauty brand known for its high-quality yet affordable makeup, skincare, and beauty tools. Founded in 2004, e.l.f. stands for "eyes, lips, face," reflecting its diverse product range that includes everything from foundations and eyeliners to brushes and skincare essentials. The brand is celebrated for its commitment to inclusivity and accessibility, offering a variety of shades to cater to all skin tones. e.l.f. also prioritizes cruelty-free practices and has increasingly embraced clean beauty principles, ensuring that many of its products are vegan and free from harmful ingredients. With a strong online presence, e.l.f. continues to engage a broad audience, especially younger consumers seeking value without compromising quality.