But unlike the fast-fashion world, the Shamahs vowed to stray away from the notion that cheap products meant low-quality results. Inspired by the fast-fashion industry's growing success, the duo set out to recreate the model of low prices, fast turnarounds, and trendy aesthetics, but for the beauty world. was founded by father-son entrepreneurs Alan and Joey Shamah, who collectively spent over 30 years in the apparel business. Since then, the brand has expanded into a beauty empire that houses categories from makeup and tools to skincare that boasts high-quality ingredients like hyaluronic acid, squalene, and CBD.Į.l.f. At the time of their launch, every product cost just $1, making it one of the only mass cosmetics companies to offer such low prices. (which stands for ) made its mark on the beauty scene in 2004 with an arsenal of items that delivered major results. With a price point to satisfy even the most frugal beauty junkie, e.l.f. offers a 20% off discount for students who register on. The brand claims it's the #1 bestselling Primer in America.įun Fact: E.l.f. Most Popular Product: Poreless Putty Primer. Founded: Joseph Shamah and Scott Vincent Borba in 2004īest Known For: Providing high-quality vegan and cruelty-free beauty at minimal markups.

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