philosophy
e.l.f (the acronym for eyes, lips, face) burst onto the New York beauty scene in 2004, and has quickly grown to become the leading value-priced cosmetics company in the USA.
Our philosophy is that beauty comes from within and it's our goal to enable every woman to look and feel her personal best through the blend of both the inner and outer person. We have developed a line of simple, luxurious, problem-solution tools that allow you to showcase your unique, personal beauty. Our cosmetics are designed to improve and accentuate the individual, not hide them away.
Our products are hypo-allergenic, sun-resistant SPF 15 (where applicable) and accredited cruelty free (internationally by PETA and Choose Cruelty Free in Australia).
Importantly, we at e.l.f. believe that innovative technology, quality ingredients and superb delivery systems should not be limited to prestige retailers - every woman should have the opportunity to participate in innovation without sacrificing her budget.
We invite you to experience e.l.f.'s revolutionary, value-priced cosmetics and the proven results they offer - now available in Australia.