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e.l.f. ("eyes, lips, face") is a mass-market beauty disruptor: it designs prestige-inspired makeup and skin care, has it made cheaply by third-party factories in China, and sells it at accessible prices through Target, Walmart, Ulta and Amazon. A viral social-media playbook and a China-based supply chain let it grow net sales ~25% to ~$1.64B in FY2026 — its seventh straight year of gains — while a wave of acquisitions (Naturium, rhode) pushes it beyond color cosmetics into skin care.

What e.l.f. Beauty, Inc. really sells

e.l.f. ("eyes, lips, face") is a mass-market beauty disruptor: it designs prestige-inspired makeup and skin care, has it made cheaply by third-party factories in China, and sells it at accessible prices through Target, Walmart, Ulta and Amazon. A viral social-media playbook and a China-based supply chain let it grow net sales ~25% to ~$1.64B in FY2026 — its seventh straight year of gains — while a wave of acquisitions (Naturium, rhode) pushes it beyond color cosmetics into skin care.

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