e.l.f. Beauty sells cosmetics and skincare products at accessible price points. The company focuses on making premium-quality beauty products affordable by offering formulations that rival prestige brands at a significant discount. Its flagship brand, e.l.f. Cosmetics, uses a "holy grail" strategy to bring products inspired by luxury brands to the mass market. e.l.f. Beauty has diversified its portfolio through internal launches and acquisitions, including skincare brands Naturium, rhode, e.l.f. SKIN, and Well People. The company sells primarily through mass retailers like Target, Walmart, and Amazon, alongside e-commerce and direct-to-consumer channels. e.l.f. Beauty employs an asset-light model, using third-party manufacturers to maintain high gross margins. At retail, the company prioritizes productivity per linear foot to secure shelf space from larger competitors. Marketing efforts focus heavily on digital and social media platforms to drive consumer engagement. Growth drivers include gaining market share in U.S. mass cosmetics, expanding its skincare presence, and increasing international distribution. To manage tariffs and supply chain risks, the company is shifting production from China to manufacturers in Italy, South Korea, and the U.S.