Congrats to our models J'den C. and Jordan R. on landing a commercial for Elf Cosmetics. More Details can be reviewed on our blog!
E.L.F. Cosmetics was founded by Joseph Shamah and Scott Vincent Borba in June 2004. The duo originally met at a party in 2002; Shamah was a 23-year-old New York University business student. Borba was a 31-year-old Los Angeles beauty-industry veteran, responsible for previously launching brands such as Hard Candy cosmetics. Both were enthusiastic about an inexpensive, high-quality cosmetics line for women, and decided to form a company together. A few days after the party they sat down to brainstorm, and a business plan was created within months. Borba claims the idea originated from seeing women with expensive cars such as BMWs and Mercedes-Benzes buying bargain-price cosmetics at 99-cent stores in Los Angeles.
e.l.f.(short for Eyes Lips Face) Cosmetics was officially launched in New York City on June 2004, also with the assistance of Shamah's father Alan. They continue to sell high-quality cosmetics at $1, $3, and $6 price points.
On February 3, 2014, TPG Growth bought a majority stake in E.l.f. Cosmetics.Joey Shamah was replaced by Tarang P. Amin, who "has been appointed president, chief executive officer and director of E.l.f. Cosmetics".