e.l.f. Beauty, Inc., in conjunction with its affiliated entities, serves as a worldwide supplier of beauty and skincare essentials. Its brand stable features prominent names such as e.l.f. Cosmetics, e.l.f. Skin, Well People, and Keys Soulcare. The company offers a diverse array of products, encompassing makeup for eyes, lips, and face, alongside comprehensive skincare solutions and other specialized items. These offerings are distributed globally through a broad network of both domestic and international retailers, as well as directly to consumers via e-commerce platforms in the United States and primarily through distributors in other countries. Established in 2004 and headquartered in Oakland, California, the company rebranded to e.l.f. Beauty, Inc. in April 2016, having previously operated under the name J.A. Cosmetics Holdings, Inc.