In Brands, Exclusives, Finance

Founded in 2004 by father and son duo Alan and Joey Shamah, e.l.f. Beauty was launched with the primary focus on selling quality cosmetics online at the $1, $3, and $5 price points. Over the course of 12 years this combination captured the attention of both millennial shoppers, large mass retailers and eventually the investment community. “e.l.f. Beauty’s cosmetics were always focused on diverse consumers and millennials long before it was fashionable to do so,” Chief Executive Tarang Amin told Fortune. “We don’t believe women should have to pay high for luxurious beauty products. And we believe in serving all women.”

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