e.l.f. Cosmetics is a popular beauty brand known for offering high-quality, affordable, and cruelty-free products. From makeup to skincare, e.l.f. has built a loyal customer base due to its accessibility and commitment to ethical practices. But who actually owns e.l.f. Cosmetics? Let’s dive into the details.
The Owner of e.l.f. Cosmetics
e.l.f. Cosmetics is owned by e.l.f. Beauty, Inc., a publicly traded company listed on the New York Stock Exchange (NYSE) under the ticker symbol ELF. This means the company is not owned by a single person or a private corporation. Instead, ownership is shared among public investors, institutional shareholders, and company insiders.
The Founders of e.l.f. Cosmetics
e.l.f. Cosmetics was founded in 2004 by Joseph Shamah and Scott Vincent Borba. Their goal was to create an affordable beauty brand that could compete with luxury products. They started with a line of cosmetics priced at just $1 per product, making beauty accessible to everyone. Over time, the brand grew rapidly, thanks to its online-first strategy and strong customer engagement.
- Joseph Shamah: A business-minded entrepreneur, Shamah played a key role in building the operational and financial side of e.l.f. Cosmetics.
- Scott Vincent Borba: A beauty industry expert, Borba focused on the product development and marketing that made e.l.f. a household name.
How e.l.f. Cosmetics Became Public
In 2016, e.l.f. Beauty, Inc. went public by launching an initial public offering (IPO) on the New York Stock Exchange. This allowed members of the public and institutional investors to purchase shares in the company. Going public provided the company with additional resources to expand its product lines, increase marketing efforts, and grow its global presence.
Major Shareholders of e.l.f. Beauty, Inc.
Since e.l.f. Beauty is a public company, ownership is divided among many investors. Here are some of the most important shareholders:
- Baillie Gifford & Co.: This investment management company holds about 14.22% of e.l.f. Beauty’s shares, making it the largest institutional shareholder.
- Vanguard Group Inc.: One of the biggest asset management companies in the world, Vanguard owns approximately 9.75% of the company’s shares.
- BlackRock, Inc.: Another major player in global investments, BlackRock controls around 9.14% of e.l.f. Beauty’s shares.
These large institutional investors are responsible for making decisions on behalf of their clients and have a significant influence on the company’s direction.
Insider Ownership at e.l.f. Beauty
In addition to external investors, several company insiders (executives and founders) also own a portion of the company:
- Tarang Amin: As the Chairman and CEO of e.l.f. Beauty since 2014, Tarang Amin holds approximately 3.23% of the company’s shares. Under his leadership, the company has expanded its product lines and strengthened its market position.
- Joseph Shamah: The co-founder of e.l.f. Beauty, Shamah still retains about 11.54% of the company’s stock, making him one of the largest individual shareholders.
What Does e.l.f. Beauty, Inc. Do?
e.l.f. Beauty, Inc. operates several beauty brands, including:
- e.l.f. Cosmetics: The flagship brand offering affordable makeup and skincare products.
- Well People: A clean beauty brand focused on plant-based products.
- Keys Soulcare: A skincare and wellness brand developed in partnership with singer Alicia Keys.
The company focuses on innovation, inclusivity, and ethical standards. All e.l.f. products are cruelty-free and vegan, aligning with modern consumer demands for ethical beauty.
Why is e.l.f. Cosmetics So Successful?
- Affordable Pricing: e.l.f. offers high-quality beauty products at competitive prices, making beauty accessible to all.
- Digital-First Approach: The brand leverages social media and e-commerce platforms to engage with customers and market new products.
- Ethical Standards: All products are 100% cruelty-free and vegan, which appeals to environmentally conscious consumers.
- Innovation: e.l.f. consistently releases new products based on customer feedback and beauty trends.
Final Thoughts
e.l.f. Cosmetics is owned by e.l.f. Beauty, Inc., a publicly traded company with shares owned by large institutional investors, company insiders, and the general public. Although it started as a small startup, e.l.f. has grown into a global beauty powerhouse under the leadership of CEO Tarang Amin and its co-founders.
Through its commitment to affordability, innovation, and ethical practices, e.l.f. Cosmetics continues to be a beloved brand in the beauty industry, providing accessible products to millions worldwide.