e.l.f. Beauty, Inc. is a multi-brand beauty company dedicated to offering inclusive, accessible, clean, vegan, and cruelty-free cosmetics and skincare products, aiming to disrupt industry norms and promote positivity and inclusivity.

# Company Overview: e.l.f. Beauty, Inc.

## Business Description
- **Type:** Multi-brand beauty company
- **Core Focus:** Offers inclusive, accessible, clean, vegan, and cruelty-free cosmetics and skincare products
- **Mission:** To make the best of beauty accessible to every eye, lip, and face
- **Vision:** Disrupt industry norms, shape culture, promote positivity, inclusivity, and accessibility
- **Brands:** 
  - **e.l.f. Cosmetics:** Known for premium-quality, prestige-inspired, cruelty-free, vegan products at an average price of ~$6.50
  - **e.l.f. SKIN:** Dermatologist-developed, targeted skincare formulas, also clean, vegan, cruelty-free, and Fair Trade Certified™
  - **Naturium:** High-performance, natural botanicals and active ingredients in skincare formulas
  - **Well People:** Plant-powered, high-performance, clean beauty products, with approximately 100 EWG VERIFIED™ products
  - **Keys Soulcare:** Inspired by Alicia Keys’ skincare journey, combining skin-nourishing and soul-nurturing rituals

## Distribution & Market Strategy
- **Distribution Channels:** 
  - Over 80% of net sales come from retail channels (United States, UK, Canada, Germany)
  - 17% from e-commerce platforms
  - Key retail partners include Target (23%), Walmart (16%), Ulta Beauty (12%), Amazon (12%)
- **Global Presence:** 
  - Main market in the US (81% of net sales)
  - International markets contribute 19% of net sales
- **Employees:** 633 full-time employees as of March 31, 2025
- **Revenue (Fiscal Year Ended March 31, 2025):** $1.31 billion
- **Net Income (Fiscal Year Ended March 31, 2025):** $112.1 million

## Manufacturing & Supply Chain
- **Manufacturing:** Primarily sourced and manufactured in China, with additional sources in Thailand, Taiwan, Europe, and the US
- **Suppliers:** Extensive network of third-party manufacturers and suppliers
- **Capacity:** Ample manufacturing capacity with redundancy; broad supplier base to mitigate risks
- **Sustainability:** Over 85% of products produced in Fair Trade Certified™ facilities; responsible sourcing of ingredients like mica and palm oil derivatives

## Social & Environmental Commitment
- **Social Impact:** Focuses on diversity, equity, and inclusion; over 70% of employees are women; Board of Directors is at least two-thirds women and one-third diverse
- **Environmental Efforts:** Aims to reduce packaging impact, increase circularity, and improve water usage efficiency
- **Core Values:** Inclusive, accessible, cruelty-free, vegan, high-quality, affordable

## Financial Highlights (Fiscal Year Ended March 31, 2025)
- **Net Sales:** $1.31 billion
- **Gross Profit:** $935.7 million (approx. 71% of net sales)
- **Operating Income:** $158 million
- **Net Income:** $112.1 million
- **Employees:** 633 full-time employees

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e.l.f. Beauty, Inc. is a leading multi-brand beauty company known for its inclusive, accessible, vegan, and cruelty-free cosmetics and skincare products.


# e.l.f. Beauty, Inc. Overview

## Company Description
e.l.f. Beauty, Inc. is a multi-brand beauty company that specializes in creating and selling inclusive, accessible, clean, vegan, and cruelty-free cosmetics and skin care products. The company operates under several well-known brands, including:

- **e.l.f. Cosmetics**: Established in 2004, this brand offers premium-quality, prestige-inspired cosmetics at extraordinarily accessible prices. Notable for its digital marketing and engaging social media presence.
  
- **e.l.f. SKIN**: Focuses on clean, dermatologist-developed skin care products aimed at various skin concerns, also offered at affordable prices.

- **Naturium**: Committed to high-performance and affordable skin care, leveraging natural botanicals and powerful actives.

- **Well People**: Recognized as a clean beauty pioneer with approximately 100 EWG VERIFIED™ products targeting plant-powered beauty.

- **Keys Soulcare**: Founded by Alicia Keys, this brand fuses skin care with self-care rituals, emphasizing holistic well-being.

## Key Metrics
- **Employees**: As of March 31, 2024, e.l.f. Beauty had **475 full-time employees** with a diverse workforce. 
- **Revenue**: For the fiscal year ended March 31, 2024, the company reported **net sales of $1.024 billion**, demonstrating significant revenue growth.
- **Customer Base**: e.l.f. Beauty products are sold at renowned retailers including **Target, Walmart, and Ulta Beauty**, with these three retailers alone accounting for **25%**, **17%**, and **16%** of sales, respectively.
- **Product Offerings**: e.l.f. Beauty has a broad product mix across multiple beauty categories such as eye, lip, and face makeup, as well as skin care products, beauty tools, and accessories.

## Business Strategy
e.l.f. Beauty aims to disrupt the beauty industry through its:
- **Value Proposition**: Offering accessible pricing with an average product price point significantly lower than traditional competitors.
- **Innovation**: The company prioritizes speed to market for new product introductions and is recognized for its innovative marketing strategies.
- **Omni-Channel Distribution**: The company's products are available through various retail channels and e-commerce, representing **84%** of net sales from national and international retailers and **16%** from direct e-commerce sales.

## Social Responsibility and Values
The company emphasizes its commitment to:
- **Diversity, Equity, and Inclusion**: As seen in its workforce demographics, with **75%** female employees and **40%** being diverse.
- **Environmental Sustainability**: Initiatives aimed at reducing packaging waste and achieving certifications for fair trade and cruelty-free standards.

## Financial Performance
- **Net Income**: For the fiscal year ended March 31, 2024, e.l.f. Beauty reported a net income of **$182.5 million**, showcasing strong profitability.
- **Marketing Investment**: Approximately **25%** of net sales were invested in marketing and digital initiatives to build brand awareness and consumer engagement.

e.l.f. Beauty continues to strengthen its position in the competitive beauty market by aligning its operations with customer expectations for quality, sustainability, and inclusivity while leveraging digital strategies to engage with consumers effectively.


e.l.f. Beauty, Inc.

10-K / May 29, 2025

10-K / May 23, 2024

10-K / May 29, 2025

Company Overview: e.l.f. Beauty, Inc.

Business Description

Distribution & Market Strategy

Manufacturing & Supply Chain

Social & Environmental Commitment

Financial Highlights (Fiscal Year Ended March 31, 2025)