Overview
About E.L.F. Cosmetics
e.l.f. Cosmetics is an American beauty brand offering affordable, cruelty-free makeup and skincare. Known for viral TikTok hits like the Halo Glow, it is a Gen Z beauty powerhouse.
RetailBoss Intelligence
Rankings featuring E.L.F. Cosmetics
Top 10 Most Mentioned Skincare Brands by Influencers in 2025
A composite ranking of skincare-brand influence across TikTok earned media value and Instagram presence in 2025.
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Top 10 Most Mentioned Beauty Brands by Influencers in 2025
A composite ranking of beauty-brand influence across TikTok earned media value and Instagram presence in 2025.
Total Score
View ranking →
Latest coverage
E.L.F. Cosmetics on RetailBoss
e.l.f. Cosmetics Is Back at the Indy 500 with Katherine Legge for a Fourth Season
e.l.f. Cosmetics is fueling professional race car driver Katherine Legge’s return to the Indianapolis 500 for their fourth season together, with the race scheduled…
e.l.f. Cosmetics Release Vanity Vandals, True Crime Mockumentary for Its Cosmetic Crime Series
e.l.f. Cosmetics, has released Vanity Vandals, a 10 minute true crime inspired mockumentary that investigates the growing epidemic of “vanity vandalism,” defined by e.l.f.…
Top Rare Beauty Competitors and Alternatives
This RB report identifies and analyzes the top competitors to Rare Beauty, focusing on consumer sentiment, brand alignment, and market overlap. Our analysis, utilizing…
E.l.f. Cosmetics Face Backlash After Featuring Comedian Matt Rife
The campaign ignited boycotts and negative influencer reactions on TikTok and Instagram, forcing E.l.f. to issue a public apology and admit the disconnect between their brand values and Rife.
e.l.f. Cosmetics and Amazon Ads Launch Twitch’s First Shoppable Livestream Experience
e.l.f. Cosmetics, a division of e.l.f. Beauty (NYSE: ELF) has become the first-ever brand to debut a native shoppable livestream element on Twitch, unveiled in…
e.l.f. Faces Lawsuit for Using Non-functional Slack-Fill in Popular Products
The buzzworthy lawsuit against e.l.f. Cosmetics is making waves among beauty shoppers and industry analysts alike, as a proposed class action accuses the brand…
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