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.
Latest coverage
E.L.F. Cosmetics on RetailBoss
e.l.f. Becomes Alta’s First Beauty Brand Partner
The cosmetics brand is bringing product recommendations into Alta’s AI wardrobe-planning platform alongside a four-market campaign.
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 for Sunday, May 24, 2026. In a sport where women receive just 1% of all sport…
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. as the act of overtaking shared bathroom counters with irresistibly affordable beauty products. The film follows…
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 a proprietary Total Competitive Index (TCI). Fenty Beauty is the primary competitor in the prestige celebrity…
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 partnership with Amazon Ads. The feature—called eyes.lips.first.—ushers in a new era for interactive retail, allowing viewers…
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 of misleading consumers with oversized packaging containing significantly less product than expected. The complaint, filed in…
e.l.f. Cosmetics Makes New Commitments To Clean Beauty
The concept of “clean beauty” is a hot topic in beauty today with a lot of definitions circulating in the industry. But for e.l.f. Cosmetics, it’s quite clear – all e.l.f. products – cosmetics and skincare – meet the highest…
Competitive set
E.L.F. Cosmetics Competitors
Brands tracked alongside E.L.F. Cosmetics based on category, positioning, market overlap, shared Rankings, and RetailBoss coverage.
Selection method: explainable profile, market, Ranking, and coverage signals. Competitive sets are editorial context, not a claim that every Brand competes in every product category. Reviewed August 2026.
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