e.l.f. Cosmetics is a popular beauty brand known for its affordable makeup and skincare products. Founded in 2004, the company focuses on providing high-quality items at budget-friendly prices, making beauty accessible to everyone. Their product range includes everything from foundation and eyeshadow to brushes and skincare treatments. The brand emphasizes cruelty-free practices and often uses vegan ingredients in its formulations. e.l.f. Cosmetics has gained a strong following due to its trendy products and collaborations with influencers, appealing to a diverse audience of beauty enthusiasts.