e.l.f. Beauty, Inc. offers cosmetics, including bath and skin-care products, mineral-based makeup, professional tools, eyeliners, lipstick, glosses, blushes, bronzers, brushes, and mascara. The variety of its products allows the company to target a demographic with a broad age range, from teenagers to women in their 40s and 50s. e.l.f. was founded in 2004 and is based in Oakland, CA.